Director, Consumer Insights Türkiye

EME OU (Eurasia Middle East Operating Unit) Marketing is undergoing a step-change to deliver more balanced, sustainable growth, powered by deeper consumer intimacy, stronger integration, accelerated innovation, and data- and tech-enabled precision marketing. The organization is designed to combine local relevance with scale, shift data and technology from experimentation to competitive advantage, and operate through flywheel execution with clear accountability for impact and ROI. All roles operate within a tightly integrated OU–Market model, where the OU elevates and enables long-term growth + OU-wide platforms while markets integrate, execute, and track performance with speed and rigor while developing local content, partnership and experiences. 

Job Summary 

The Director, Consumer Insights leads the Türkiye insights agenda with Consumer and Brand insights at its core, expanded to deliver shopper, customer, cultural, and commercial insights that fuel business growth. 

This role converts deep understanding of human behaviors, attitudes, and choices — from brand engagement through purchase and consumption — into strategies that shape portfolio, pricing, channel, innovation, and activation. 

A core expectation of the role is to unify consumer and shopper perspectives, enabling the system to understand humans holistically — across attitudes, behaviors, and contexts — rather than as fragmented insights by function. 

Key Responsibilities 

Consumer & Brand Insights Leadership 

• Lead the design and execution of consumer-centric research covering needs, attitudes, motivations, habits, and moments of consumption across beverages, categories, and brands. 

• Own consumption occasion architecture, identifying growth spaces, unmet needs, and trade-up opportunities that inform portfolio roles and brand strategies. 

• Drive brand equity measurement and deep dives, translating brand health, meaning, and differentiation into actionable guidance for marketing and innovation. 

• Synthesize insights from usage & attitude, segmentation, need states, and behavioral data to shape medium- and long-term growth strategy. 

• Serve as the consumer thought leader for Türkiye, ensuring a consistent, future-oriented understanding of the consumer across functions. 

Integrated Consumer & Shopper Understanding (Human-Centric Focus) 

• Lead the integration of consumer, shopper, and customer insights into a single, holistic view of people — recognizing the same human across mindsets, moments, missions, and contexts. 

• Bridge understanding of needs, motivations, emotions, and behaviors across the full journey, from brand meaning and consumption to shopping, choice, and experience. 

• Reframe shopper insights as a behavioral expression of consumer intent, ensuring that in-store and digital behaviors are interpreted through deeper human motivations rather than transactional metrics alone. 

• Partner with Marketing, Commercial, and Franchise teams to help the system move beyond functional silos, enabling a shared language and joined-up understanding of demand spaces and growth occasions. 

Holistic Human Insights 

• Integrate consumer, shopper, and customer data into unified narratives about demand spaces, consumption occasions, and growth opportunities. 

• Blend cultural analysis, brand equity tracking, and behavioral data to reveal drivers of both long-term brand building and short-term conversion. 

• Combine qualitative and quantitative insight streams for richer context and foresight. 

Research & Methodology Innovation 

• Advance research approaches by blending traditional, digital, AI-powered, and behavioral tools — increasing precision, speed, and predictive power. 

• Leverage big data analytics, digital behavior tracking, ethnography, and neuroscience to deepen understanding of decision-making. 

Capability Building & Stakeholder Influence 

• Champion insights-driven decision-making across the Coca-Cola system. 

• Shape cross-functional strategies by influencing senior leadership, bottler partners, and commercial decision-makers. 

• Manage agency and tech partners to ensure methodological excellence and innovation. 

Qualifications 

• 8–12 years of leadership experience in Human Insights, Market Research, Consumer/Shopper Insights, and/or Analysis. 

• Proven track record applying technology-based approaches in consumer and/or shopper insights, including practical experience with machine learning and AI in market research. 

• Experience leading multi-disciplinary projects across geographies and functions, ideally within FMCG. 

• Comfortable managing large volumes of data as well as qualitative insights, with experience engaging and managing research and technology vendors. 

• Ability to design effective and efficient insight programs that address strategic and tactical business questions.