Description
Summary:
Job Title:Director, Portfolio & Insights
Location:Germany
Reports To:Vice President, Marketing,GERMANY
Role Purpose
At The Coca-Cola Company, insights power growth. The Director, Portfolio & Insights leads thelocalHuman Insights and market intelligence agenda within the Europe Operating Unit.The rolewill lead the generation and activation of consumer, shopper, and category insights.The Director also manages the Senior Manager, Portfolio & InsightsGERMANY, ensuring clarity of priorities, capability development, and strong engagement.
This role is accountable for translating deep human understanding, advanced analytics, and category foresight into strategies that drive market share, profitability, and long-term brand relevanceat the country level.
Thisleaderis astrategic thought partner to Marketing, Commercial, Strategy, and Bottling System leadershipensuring insights are embeddedend-to-endacross strategy, innovation, creative development, and portfolio choices, whilemaintainingstrong connectivity with theEOUand Global Insights networks.
WhatYou’llDo for Us
Lead the Consumer and ShopperStrategy & Leadership
1. Develop and implement thelocalConsumer and ShopperInsights learning plan in alignment withEOUPortfolio andInsights and Category networks.
2. Serve as the consumer voice across stakeholder groups, grounding business decisions inconsumer and shopper led insights.
3. Delivermarket specificactionable insightsconnected to locally relevant needs,motivationsandperceptionsthat shape brand strategy, positioning, andin marketexecution.
4. Produce localized shopper insights (barriers, triggers, journeys)taking into accountthe country channel mix and embedinsights into POS, in-store superiority, and channel activation
Translate Human UnderstandingIntoBusiness Guidance
5. Act as the single point of accountability for consumer, shopper, and category insights, ensuring consistency in frameworks while keeping them locally relevant.
6. Turn human motivations, barriers, and behaviors into actionable recommendations for marketing, commercial, and innovation teams.
7. Influence decisions on portfolio strategy, execution priorities, media focus, and recruitment strategies through insight‑driven narratives.
Bring Analytical Excellence and Next‑Gen Insight Capabilities
8. Define and lead marketing performance analytics to focusing on enabling brand growth.
9. Integrate multiple data sources—syndicated, shopper, bottler, first‑party digital, and proprietary research—to deliver coherent, holistic insights.
10. Apply next‑gen insight capabilities—developed in partnership with theEU OUHuman Insights team—leveragingAI/ML models, predictive analytics, behavioral science, and digital intelligence to translate signals into actionable business opportunities.
11. Leverage digital ethnography, social listening,sentimentAI, and cultural intelligence to detect emerging behaviors and whitespace opportunities.
Brand & InnovationInsightsActivation
Provide insights leadership across key marketing processes:
12. Lead innovation opportunity identification, concept development, product and packaging assessment, consumercocreationand New Product Launch Tracking
13. Develop insights for creative territories; support creative briefing, development, validation, and optimization.
14. Ensureinsightsactivation that influences senior marketing and commercial decisionmakers.
Lead, Inspire, and Build Capability
15. Drive a culture of curiosity and learning across the system, acting as the clear, influential voice of the consumer and shopper to senior leadership and bottler partners.
Network & People Leadership
16. Bring country‑level trends, signals, and insights to the OU to inform broader strategic decisions.
17. Contribute to theEU OUHuman Insights network by sharing learnings,deploying best practicesand sometimes leading charter learning plans.
18. Manage, coach, and develop the Senior Manager, Portfolio & InsightsGermanyensuring clarity of priorities, capabilitydevelopmentand engagement.
Qualifications & Experience
19. Bachelor’sdegreerequired.
20. 10+ years of experience in Consumer& Shopper Insights, Market Research& Analytics, CategoryManagementor related field; Marketing or Innovation experience preferred.
21. German speaking
22. Proven ability to influence senior leaders and drive decisions across complex, matrixed, andmulti marketorganizations.
23. Proven knowledge of key research tools and agile insight methodologies.
24. Ability to design trend frameworks andfacilitateworkshops that convert insights into business solutions.
25. ExpertiseinBrand Health Tracking, shopper/HHPdata, and proprietary research platformsplusfuture backhuman insights, scenario planning, and understanding cultural and behavioral trends.
26. Strong ability to translate complex research into clear business implications and strategic recommendations.
27. Strongpeopleleadership capabilities witha track recordof building and inspiring diverse teams.
28. Excellent communication and storytelling skills, including experience engagingC-suitestakeholders.
29. Ability tooperatecalmly and decisively inhigh pressureor ambiguous environments (e.g., contract negotiations, business reviews).
30. Fact based, structured communication and strong influencing capabilities.
What We Can DoForYou
31. Iconic & Innovative Brands: Work with a portfolio of 250+ global and local brands, continuously expanding through innovation.
32. Expansive & Diverse Customers: Engage with a wide range of customers across multiple channels and moments.
33. Critical Experiences:Operatewithin a global,cross functionalnetwork that drives transformational results.
34. Growth Culture: Thrive in alearning driven,action orientedenvironment that empowers curiosity and human insight.
Skills:
Analytical Thinking, Brand Positioning, Brand Storytelling, Channel Management, Channels Strategy, Communication, Competitive Assessments, Consumer Segmentation, Consumer Trends, Decision Making, Digital Media Strategy, Group Problem Solving, Leadership, Market Research, Media Planning, Microsoft Office, Quantitative Research, Retail Marketing Strategy, Social Media Strategies, Syndicated Research, Waterfall Model
Location(s):
Germany
City/Cities:
BERLIN
Travel Required:
00% - 25%
Relocation Provided:
No
Job Posting End Date:
May 7, 2026