Sprite is one of The Coca-Cola Company’s most globally resonant and culturally influential brands—an engine of growth, identity, and youth relevance within our total beverage portfolio. Across Europe, Sprite plays a critical role in shaping our sparkling category performance, equity leadership, and system value creation.
We are seeking a highly strategic, visionary, and influential Senior Director to lead the full brand and business agenda for Sprite in Europe, driving long-term growth, cultural resonance, and sustained financial impact. This role sits at the intersection of global brand strategy, system leadership, enterprise commercial priorities, and regional transformation, requiring exceptional strategic judgment, influence, and leadership.
The Senior Director will serve as the most senior brand steward for Sprite in Europe, co-leading the long-term portfolio vision, innovation strategy, commercial acceleration roadmap, and integrated brand-building agenda across more than 40 markets. This leader will guide a cross functional ecosystem and ensure the brand delivers against ambitious financial, equity, and category outcomes.
This role includes formal people leadership and requires extensive orchestration of senior stakeholders, including Global Brand Leadership, EMEA OU leaders, bottling partners (especially in multicounty system structures), commercial leads, finance, and the full IMX network.
1. Set and Steer the Long-Term Brand & Business Strategy
Translate macro consumer trends, cultural shifts, category dynamics, and system economics into actionable brand choices and business growth strategies.
2. Lead Portfolio, Category, and System Value Creation
Act as a senior partner in shaping the sparkling and total beverage portfolio, driving clarity on Sprite’s role, boundaries, and interdependencies across brands and categories.
Serve as the senior leader accountable for shadow P&L management, margin expansion levers, RGM partnership, and capital allocation recommendations.
3. Accelerate Innovation, Renovation & Future Growth Platforms
4. Lead Integrated Brand-Building Excellence at Scale
Oversee the Europe IMX masterplan, ensuring that communication, digital, experiential, partnerships, shopper, and in-market activation work cohesively to drive both short-term results and brand equity growth.
5. Deliver World-Class Commercial & Execution Performance
Partner closely with commercial, channel, and customer teams to ensure that Sprite delivers breakthrough execution across retail, away-from-home, and eCommerce environments.
6. Lead Teams, Culture & Enterprise Influence
Inspire, coach, and elevate high-performing teams across local markets, regional hubs, and cross-functional SMEs.
Requirements & Qualifications
Proven experience leading iconic global or regional brands, including end-to-end brand strategy, commercial acceleration, and innovation.
Strong financial acumen, including P&L fluency, RGM, forecasting, and investment allocation.
Deep expertise in brand building, cultural strategy, digital ecosystems, and scalable IMX development.
Extraordinary storytelling, communication, and influencing skills, capable of shaping decisions across a global network.
Base Salary:
Poland: 609,000 PLN to 810,000 PLN
Base pay offered may vary depending on geography, job-related knowledge, skills, and experience. A full range of medical, financial, and/or other benefits, dependent on the position, is offered.
Annual Incentive Reference Value Percentage: 50%
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
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 is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.
