Director, Brand Management, Sparkling Flavors, FR

Director, Brand Management - Sparkling Flavours (Fanta / Sprite), France

Location: France

Direct Reports: Senior Manager(s) Sparkling Flavours

Function: Marketing

Role Purpose

The Director, Brand Management - Sparkling Flavours (Fanta / Sprite) France leads the end-to-end brand management for the Sparkling Flavours portfolio in France.

This role is accountable for translating Global and Europe OU (operating unit) brand strategies into locally relevant, insight-led execution plans, ensuring excellence across Media & Connections, innovation deployment, and in-market activation.

Operating within the Franchise model, the Director plays a critical role in delivering market share growth, brand equity, recruitment, and consumption frequency, by building culturally relevant, distinctive brand experiences for Fanta and Sprite.

Working in close partnership with Customer & Commercial teams, CCEP (bottler), and cross-functional stakeholders, this role balances strong brand stewardship with agile, locally relevant execution, ensuring global consistency while maximizing impact in the French market.

What You'll Do for Us

1. Brand Strategy & Market Execution

• Translate Global and Europe OU Sparkling Flavours strategies into locally relevant, insight-led execution plans for Fanta and Sprite.

• Ensure brand plans reinforce distinct brand roles, positioning, and target audiences within the portfolio.

• Drive brand relevance, recruitment, penetration, and market share growth, particularly with key consumer segments.

• Provide local insights on consumer, cultural, and flavor trends to shape future global and OU strategies.

2. Annual & Multi-Year Planning

• Lead development of annual brand plans for Fanta and Sprite aligned with commercial and category priorities.

• Define KPIs, growth drivers, and investment priorities across the portfolio.

• Contribute to mid-term (1-3 year) planning, incorporating innovation and portfolio evolution.

• Ensure alignment with France Marketing LT priorities and Franchise direction.

3. Integrated Planning & Execution Excellence

• Lead execution across Media & Connections, digital, social, PR, and experiential touchpoints.

• Ensure campaigns are integrated and deliver full-funnel impact, from awareness to conversion.

• Adapt global creative platforms to ensure strong cultural relevance and local resonance in France.

• Drive distinctive, engaging brand experiences that strengthen consumer connection and brand love.

4. Media & Connections Integration

• Partner with Media & Connections teams to deploy data-driven, high-impact campaigns.

• Ensure effective audience targeting, channel mix, and media ROI optimization.

• Support activation across connections ecosystems (digital, influencer, social, music, gaming, sponsorships).

• Align with Customer & Commercial teams on shopper and occasion-based activations.

5. Innovation Activation & Portfolio Management

• Lead local activation of the Sparkling Flavours innovation pipeline (flavors, packs, limited editions, claims).

• Ensure innovation supports recruitment, excitement, and portfolio differentiation.

• Partner with cross-functional teams and CCEP to ensure commercial readiness and execution excellence.

• Drive post-launch evaluation and continuous optimization of the portfolio.

6. Commercial & Bottler Collaboration

• Partner closely with CCEP to co-create connected brand and commercial plans.

• Collaborate with Customer & Commercial teams to ensure strong in-market execution across channels and occasions.

• Ensure brand strategies are translated into actionable and executable plans.

• Support integration of RGM principles (price-pack architecture, promo strategy) into brand plans.

7. Cross-Functional & System Leadership

• Collaborate with Insights, RGM, Finance, Supply Chain, PACS, and OU Brand teams.

• Ensure alignment across Franchise, OU, and system stakeholders on priorities and execution.

• Influence central teams to secure relevant assets, innovation, and investment support for France.

• Contribute to system-wide integration and best practice sharing.

8. Performance, Governance & Operating Discipline

• Monitor performance across volume, NSR, share, brand equity, recruitment, and campaign effectiveness.

• Lead performance tracking, reporting, and course correction.

• Ensure compliance with brand governance, legal, regulatory, and claims standards.

• Promote a culture of data-driven decision making and continuous improvement.

9. People Leadership & Capability Building

• Lead, coach, and develop Senior Managers and Managers.

• Build capabilities in brand building, Media & Connections, and innovation activation.

• Foster a culture of creativity, collaboration, accountability, and consumer-centricity.

• Strengthen talent pipeline and succession readiness.

Qualifications and Experience

• Bachelor's degree required (Master's preferred).

• 10-12+ years of brand management experience in FMCG or related sectors.

• Experience working on youth-oriented, high-innovation or culturally driven brands is a strong advantage.

• Strong track record in executing centrally developed strategies within local markets.

• Proven ability to drive growth through brand activation, innovation, and consumer engagement.

• Experience working within franchise systems and/or with bottlers (e.g., CCEP).

• Strong expertise in brand strategy, Media & Connections, innovation, and integrated execution.

• Demonstrated ability to lead and develop teams.

• Strong stakeholder management and influencing skills.

• Ability to operate effectively in a fast-paced, matrixed environment.
• French language skills are considered an advantage, but are not essential.

What We Can Do For You

• Brand Impact: Lead a dynamic portfolio of iconic and culturally relevant brands (Fanta & Sprite).

• System Exposure: Work across Franchise, OU, and bottler ecosystem (CCEP).

• End-to-End Ownership: Drive execution from strategy translation to market activation.

• Growth Environment: Be part of a high-performing, consumer-centric Marketing organization.

Confidentiality Notice

This job description outlines the general nature and responsibilities of the role. Duties may evolve based on business needs. All information is confidential and intended solely for internal hiring purposes within the Europe Operating Unit.

Brand Architecture, Brand Positioning, Channel Management, Competitor Analysis, Consumer Segmentation, Creative Process, Digital Media Strategy, Group Problem Solving, Leadership, Marketing Goals, Marketing Strategies, Media Planning, Quantitative Research, Social Media Strategies, SWOT Analysis, Team Management

Location(s):
France

City/Cities:
Issy Les Moulineaux

Travel Required:
00% - 25%

Relocation Provided:
No

Job Posting End Date:
July 22, 2026

Our Purpose and Growth Culture:

We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what's possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors - curious, empowered, inclusive and agile - and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.

Annual Incentive Reference Value Percentage:30
Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.

Client-provided location(s): Puteaux, France

Job ID: cocacola-152686588

Employment Type: OTHER

Posted: 2026-07-09T23:38:57