Marketing Director, Vitaminwater NAOU

Coca-Cola • Atlanta, GA

38d • $169,000 - $200,000

About The Position

The Director for Vitaminwater, NAOU (North America Operating Unit), is a pivotal leadership position responsible for shaping and executing the brand’s strategy within North America. In this role, you will own the brand’s vision, business strategy, and growth objectives, ensuring relevance to consumers through strategy, innovation, and advanced marketing initiatives. As a director-level leader, you will also oversee cross-functional collaboration to deliver against business priorities, balance consumer and commercial demands, and maintain stewardship of Coca-Cola’s overarching goals. This is an opportunity to drive transformational growth for a beloved brand in the premium beverage space, leveraging powerful resources and innovative tools to ensure meaningful results.

Requirements

• Minimum Bachelor’s degree; MBA or equivalent advanced degree strongly preferred.
• 10+ years leading brand marketing or product ownership in CPG or adjacent industries. Strong experience in the beverage category is preferred.
• Demonstrated success in managing large-scale brand initiatives, innovation pipelines, and cross-functional portfolio ownership.
• Solid track record in leveraging MarTech, AI, and digital platforms to deliver consumer-centric solutions.
• Skills in financial acumen, strategic thinking, and project management critical for driving high-impact business outcomes.
• Proven ability to lead high-powered teams, manage cross-functional collaboration, and inspire excellence in others.
• Strategic Thinking : Able to develop long-term strategies that connect brand positioning, consumer needs, and business goals.
• Consumer-Centric Leadership : Deep understanding of consumer behavior and how to leverage insights to deliver powerful brand experiences.
• Data-Driven Decision Making : Strong proficiency in data interpretation and business analytics to develop precision-driven initiatives.
• Innovation Management : Expertise in evaluating and driving product, packaging, and process innovation.
• Collaboration & Influence : Exceptional ability to build consensus and inspire action within matrixed teams and across external partnerships.
• Change Management Expertise : Confident navigating ambiguity and driving transformation while achieving business targets.

Responsibilities

• Strategic Brand Leadership : Develop and holistically manage Vitaminwater’s brand strategy and vision in North America, ensuring alignment with Coca-Cola’s broader business objectives while maintaining local consumer relevance. Lead the articulation and scaling of brand positioning, messaging, and identity to meet the demands of a competitive and dynamic marketplace. Establish a long-term roadmap for growth by leveraging insights, trends, and emerging opportunities in the functional and premium hydration space.
• End-to-End Marketing Execution : Oversee the creation and execution of the brand “bundle,” including product, packaging, pricing, and value propositions, driving distinctiveness in the marketplace. Guide the development of omnichannel marketing programs, employing MarTech tools, AI-powered insights, and digital-first strategies to drive engagement and growth.
• Innovation & Portfolio Growth : Lead the management and expansion of the innovation pipeline, identifying and capitalizing on opportunities that resonate with evolving consumer preferences. Collaborate with internal teams to align innovation efforts with business growth priorities and in line with Coca-Cola’s sustainability and performance goals.
• Business & Performance Management : Track and oversee brand performance metrics, driving accountability for delivery on volume, revenue, and market share objectives. Partner with commercial teams to drive ROI-positive strategies while balancing brand equity investments and P&L performance targets.
• Cross-Functional Collaboration : Lead cross-functional teams within the NA operating unit and engage effectively across marketing, commercial, finance, and corporate leadership teams. Build partnerships with agencies, bottlers, and external stakeholders to ensure flawless execution and seamless delivery of business priorities.

What This Job Offers

• Job Type: Full-time
• Career Level: Director