Director, Franchise Leadership Commercial and Operations (Southwest)

The Coca-Cola Company • Plano, TX

72d • $145,000 - $169,000 • Hybrid

About The Position

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.

Requirements

• Bachelor's degree in business, Marketing, or a related field is required; a Master's degree (MBA or relevant discipline) is preferred and will be considered a strong asset in advancing strategic, analytical, and leadership capabilities.
• Minimum 7 years of progressive experience in consumer-packaged goods (CPG), food & beverage, retail, or adjacent industries, with expanding accountability in commercial operations, sales, marketing, or franchise/bottler management. Direct P&L ownership and demonstrated record of driving sustainable business growth is highly valued.
• Consumer, Shopper, and Channel Mastery : Deep expertise in utilizing consumer, shopper, basket, and channel insights to inform decision making, segmentation strategies, and occasion-based activations across modern/traditional trade, retail, and foodservice environments.
• Multicultural & Inclusive Marketing : Experience in activating multicultural, inclusive, and locally relevant campaigns that authentically engage diverse audiences.
• Analytical & Digital Acumen : Advanced proficiency in analytics, digital marketing, forecasting, and performance management tools. Proven ability to translate data-driven insights into high-impact strategies and continuous improvement initiatives.
• Cross-Functional Leadership : Strategic, resourceful thinker who inspires alignment, collaboration, and execution across cross-functional teams, bottler partners, and diverse stakeholder groups—in both virtual and in-person environments.
• Communication & Influence : Exceptional communication, stakeholder engagement, and negotiation skills. Adept at distilling complex ideas into compelling narratives that mobilize action and foster strong partnerships.
• Agility & Growth Mindset : High level of curiosity, digital fluency, adaptability, and resilience in navigating a fast-paced, evolving marketplace. Committed to ongoing learning, development, and empowering others.
• Franchise Model & Talent Development : Experience with franchise business models and/or leading teams with diverse backgrounds across channels and functions is highly desirable.
• Collaboration: Inclusive collaborator with a strong track record of building relationships, fostering teamwork, and developing talent in dynamic, cross-functional settings.
• Strategic Business Integration: Expert at synthesizing complex business, brand, and commercial objectives into cohesive strategies that drive growth and efficiency.
• Business Planning & Commercial Acumen: Skilled in annual and long-term business planning, P&L management, forecasting, and resource alignment to achieve targets across diverse markets and channels.
• Partnering & Co-Creation of Robust Business Plans: Proven ability to work closely with stakeholders to collaboratively develop strong, joint business plans. Through partnership and co-creation, ensure alignment of goals, leverage shared expertise , and drive mutual market success.
• Channel & Customer Management: Advanced at developing and executing channel-specific, customer-centric plans across large and small format stores, foodservice, eCommerce, modern, and traditional trade.
• Omni-Channel & Digital Excellence: Proficient in optimizing commercial programs and brand presence across physical, digital, and emerging commerce platforms, leveraging leading digital tools and analytics.
• Market & Consumer Insights: Deep expertise in interpreting market dynamics and consumer insights, including basket analytics and trade trends, to inform strategies and execution.
• Executional Excellence: Proven ability to translate strategy into actionable plans with flawless execution through cross-functional alignment, performance management, and continuous improvement.
• Inclusive Communication & Influencing: Exceptional communicator, storyteller, and negotiator, skilled in stakeholder management and influencing teams and partners at all organizational levels.
• Revenue Growth Management & Value Creation: Proficient in deploying revenue growth levers, optimizing value chain economics, and measuring the ROI of commercial investments.
• Change Leadership & Agility: Effective at championing and leading change in fast-paced, matrixed, multicultural environments, rapidly adapting to new opportunities and challenges.

Nice To Haves

• Bilingual fluency in Spanish is a plus and will enhance your ability to lead and connect in multicultural environments, though it is not required .

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.

Benefits

• Exposure to World Class Leaders: Availability to global technology leaders that will expand your network and expose you to emerging technologies and techniques.
• Iconic Brand: Work on the most recognized brand in the world and be part of developing the brand's next chapter.
• Learning Culture: Access to resources such as LinkedIn Learning and management programs that give you the resources to continually develop your skills and knowledge.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Number of Employees: 5,001-10,000 employees