Director, Shopper Marketing, Advanced Hydration

Coca-Cola•Atlanta, GA

About The Position

The Coca-Cola Company is seeking a Director, Shopper Marketing Strategy for its North America Operating Unit Advanced Hydration division, whose portfolio includes BODYARMOR, POWERADE, vitaminwater, and smartwater. The role supports key retail customers by developing shopper marketing strategies and plans that advance retailer business goals, brand marketing objectives, and positive shopper experiences. It works closely with Sales, Corporate Marketing, Field Marketing, and Commercial teams, as well as retailer counterparts, to shape and execute customer programs across the path to purchase and consumer journey. The director serves as the marketing lead for assigned customer teams and retailers, bringing expertise in shopper behavior, retail media platforms, channel and retailer dynamics, and campaign performance. The position designs annualized U.S. shopper marketing plans, manages retailer programs from initiation through analysis, and oversees a working budget of more than $4 million. It is based in the Atlanta area, with residence within 50 miles of Atlanta or Nashville required, and involves 26%–50% travel. The role requires a bachelor's degree and at least seven years of experience in shopper marketing or a related marketing discipline.

Requirements

Bachelor’s degree required.
Minimum 7+ years of experience in shopper marketing or a related marketing discipline.
Expert knowledge of and fluency in the convenience retail channel and relevant retail media networks.
Residence within 50 miles of Nashville, Tennessee, or Atlanta, Georgia.
Professional-level proficiency with Microsoft Office, including PowerPoint, Excel, and Word.
Ability to travel as necessary, including by car and plane, across local and neighboring geographic territories; the posting states travel is 26%–50%.
Valid driver's license and ability to drive long distances; motor vehicle records must meet company standards under its Driving Policy.
Must be currently authorized to work full-time in the United States and not require company sponsorship to continue working legally in the United States.
Relevant skills include brand architecture and positioning, channel management, competitor analysis, creative briefs, digital media strategy, group problem solving, local advertising, marketing activation and strategies, media planning, people and team management, shopper marketing, social media strategies, sponsorships, and SWOT analysis.

Responsibilities

Serve as the marketing lead and counterpart to assigned customer teams and retailers, developing shopper marketing plans to meet or exceed retailer business goals.
Collaborate with the Customer Marketing VP, Director of Shopper Strategy, and Category Management Department to develop retailer marketing strategy, tactical implementation, and optimizations.
Design and execute comprehensive annual shopper marketing plans for the U.S. domestic market in scope, aligned with channel, retailer, and brand marketing objectives.
Manage the full project life cycle for retailer shopper marketing programs, including initiation, planning, execution, monitoring, controlling, analysis, and reporting.
Create and maintain detailed, calendarized marketing plans with objectives, KPIs, strategies, programs, trimester timing, tactical details, and budget line items.
Manage a working budget of more than $4 million, including real-time transactional reporting, optimization, invoice processing, and monthly reconciliations and reviews.
Manage the media agency and drive performance updates, real-time optimization, and high-performing campaigns.
Act as a subject matter expert on assigned channels, retailers, shopper segments, insights, trends, competition, and brand sales and marketing performance; coach and educate relevant teams on retailer policies, intellectual property usage, style guides, media capabilities and guardrails, and marketing strategy.
Build relationships with retailer counterparts and stakeholders to identify opportunities and develop programming and tactics that advance business goals.
Organize and lead joint planning for key customer programs with Corporate Marketing, Field Marketing, and Commercial teams, including strategic pivots and national, divisional, or regional opportunities.
Ensure seamless execution of shopper programs internally and externally through clear communication, presentations, and effective toolkits for field teams.
Manage shopper marketing communications with internal and external stakeholders, including Corporate Marketing, Commercialization, Field and Sales Marketing, retailer counterparts, and executive leadership.
Audit marketing and shopper metrics in real time and conduct post-program analyses, reporting insights, learnings, best practices, and optimizations for future retailer, shopper, and brand strategies.