Director, Franchise Leadership - Commercial and Operations (Southwest)

Director, Franchise Leadership - Commercial And Operations (Southwest)

Primary Job Location : United States - Plano, Texas (Dallas-Fort Worth Metro Area). Candidates must be currently located in or open to relocating to the region. Travel : Up to 50% with an expectation to be in the office 3 days a week. Education : Bachelor's degree in business, Marketing, or a related field is required; an MBA or relevant master's degree is strongly preferred and will be considered an asset in developing advanced leadership and strategic skills. Preferred Experience : At least 7 years of progressive leadership experience within consumer-packaged goods (CPG), food & beverage, retail, or related industries, encompassing commercial operations, sales, marketing, or franchise / bottler management responsibilities; track record of P&L accountability is highly valued. Bilingual fluency in Spanish is a plus and will enhance your ability to lead and connect in multicultural environments, though it is not required.

Position Overview : As the Director, Franchise Leadership, you will set the vision and lead the execution of Coca-Cola's commercial and brand strategies within a dynamic and diverse marketplace. This pivotal role is responsible for advancing brand health, household penetration, and transactions by deeply understanding consumers and shoppers-translating key insights, advanced analytics, and segmentation into actionable growth plans. You will architect and operationalize omni-channel strategies that win with shoppers and customers across all environments-from large and small-format retailers to foodservice, modern and traditional trade, as well as digital and eCommerce platforms. By championing consumer and shopper-centric activation, you will ensure our brands consistently win at every critical moment in the path to purchase : building awareness, driving conversion, increasing trips, and maximizing purchase intent. Partnering with internal teams and our bottling network, you will lead occasion-based and inclusive marketing initiatives, leveraging your ability to capture and act on a broad spectrum of consumer, shopper, customer, channel, and basket analytics. Your leadership will unite cross-functional partners to drive flawless end-to-end execution, empower innovation, and foster an environment where diverse ideas and backgrounds fuel competitive advantage. This is a high-impact, high-visibility leadership opportunity for a strategic, data-driven, and collaborative leader. You will be empowered to steer the future of Coca-Cola's growth agenda, shape the consumer experience across all touchpoints, and advance both your career and the strength of the world's most iconic brands.

Key Responsibilities :

• Consumer and Shopper Insight Leadership :
• Champion a deep understanding of consumer attitudes, motivations, and behaviors by leveraging advanced analytics, shopper insights, basket analysis, and channel performance data.
• Translate these insights into actionable strategies that drive brand health, household penetration, purchase intent, and long-term consumer and shopper loyalty across all channels and customer types.
• Strategic Commercial & Brand Plan Development :
• Architect and execute holistic commercial strategies-including integrated marketing calendars, innovation launches, and brand asset planning-that accelerate transactions, trip conversions, and weekly+ growth across retail, foodservice, modern / traditional trade, and digital / omni-channel environments.
• Omni-Channel and Trip Conversion Excellence :
• Design and implement winning commercial, marketing, and shopper programs that drive performance and conversion at every point in the consumer journey-including large store, small store, foodservice, and ecommerce.
• Ensure Coca-Cola's presence is maximized and adapted for all moments of truth, delivering seamless experiences online and offline.
• Segmentation & Occasion Activation :
• Deploy sophisticated segmentation, basket analysis, and occasion-based marketing to engage and convert the right shopper, at the right channel, at the right occasion.
• Activate plans and campaigns that win at the first, second, and zero moments of truth for every trip and every conversion opportunity.
• Inclusive & Multicultural Marketing Leadership :
• Develop and execute multicultural and locally relevant marketing strategies that authentically reach diverse consumer communities.
• Champion equity in messaging and assets, including ongoing multicultural campaigns and 'always-on' occasion-based activations.
• Retail & Digital Display Excellence :
• Establish and deliver best-in-class merchandising, digital shelf, and in-store display execution through collaborative, cross-functional approaches-driving incremental sales, brand preference, and shopper trial.
• Performance Analytics & Proactive Management :
• Own the analysis, reporting, and optimization of core performance indicators (revenue, transaction growth, penetration, displays, omnichannel metrics, conversion rates).
• Use analytics and real-time insights to guide agile decision-making, identify opportunities, and proactively steer plans for maximum impact.
• Stakeholder & Bottler Partnership :
• Build and nurture high-trust relationships across bottler commercial teams, sales, digital, operations, and customer leaders.
• Align on strategic objectives and steward flawless, high-impact execution and capability development.
• Innovation & Category Growth :
• Partner with cross-functional teams-including Marketing, Commercial, Digital, and Ecommerce-to co-create, test, and scale new ideas and programs that drive category leadership, transaction growth, and market share expansion.
• Market Immersion & Executional Rigor :
• Lead regular in-market visits and comprehensive digital audits to assess plan execution, identify opportunities, and close gaps.
• Gather insight from customers, channels, trips, and shoppers, and translate learnings into rapid, scalable improvements.
• Governance, Process, and Communication Excellence :
• Drive efficient commercial planning, customer negotiations, and governance routines to ensure seamless, cross-segment execution and best-in-class communication among all partners, customers, and functions.
• End-to-End Talent & Capability Development :
• Mentor, coach, and elevate team members and bottler partners-leading targeted omni-channel and analytics capability training, cross-market best practice sharing, and process optimization to ensure outstanding execution and ongoing team growth.

Qualifications & Requirements :