Senior Director, Marketing Poland & Baltics

Job Description Summary:

Job Profile: Senior Director I – Marketing Leadership

Location: Poland / Warsaw

Role Purpose

The Senior Director, Marketing – Poland & Baltics serves as the top marketing leader in the Polish market, accountable for setting direction and delivering integrated marketing strategies across categories and brands. The role ensures sustainable growth by deepening consumer connection, strengthening brand equity, and elevating execution across all touchpoints.

This leader plays a critical role in translating global and OU frameworks into impactful, locally relevant programs that resonate with Polish consumers and shoppers. Success in this role requires balancing strategic vision with strong operational discipline and close partnership across Commercial, PACS, Strategy, Finance, Legal, and the bottling system.

As part of the senior leadership team, the role shapes how marketing drives business outcomes in a highly competitive and promotion-driven environment. While the GM owns full P&L accountability, the Senior Director Marketing is responsible for rigorous DME allocation, effectiveness, and return.

Key Responsibilities

1. Market & Portfolio Strategy (Poland & Baltics)

· Define and lead the overall marketing agenda for Poland & Baltics across categories, brands, and consumption occasions.

· Adapt global category strategies into locally meaningful growth plans that reflect consumer habits, price sensitivity, and evolving channel mix.

· Build forward-looking portfolio strategies and annual plans that accelerate penetration, strengthen brand love, and drive profitable growth.

· Identify competitive advantages through sharper insights, differentiated creativity, and integrated IMX planning.

2. Business Planning & Delivery Discipline

· Co-own the Annual Business Plan together with Customer and Commercial leadership.

· Establish clear KPIs covering brand equity, volume, NSR, market share, and execution quality.

· Drive consistent performance tracking and business reviews, ensuring rapid response to market shifts.

· Align marketing investments with key commercial priorities, including promotional intensity and retailer dynamics.

3. Bottler & System Integration

· Act as the primary marketing partner to bottler leadership within Poland & Baltics.

· Build cohesive, end-to-end system plans spanning brand building, activation, and point-of-sale excellence.

· Influence key decisions on media spend, in-store presence, pack architecture, and activation priorities, particularly within high-frequency channels such as discounters and convenience.

· Lead structured governance to maintain alignment, transparency, and execution discipline across the system.

4. Localization & OU Connectivity

· Serve as the link between Europe OU Category teams and the Polish & Baltic business.

· Ensure that global campaigns and IMX assets are effectively localized to reflect local culture, language nuances, and regulatory requirements.

· Bring strong local market perspective into regional and global discussions to shape future strategies.

5. Innovation & End-to-End Experience Excellence

· Drive successful market deployment of innovation pipelines, ensuring readiness across functions and strong in-market impact.

· Partner closely with IMX, Media, and Creative teams to deliver integrated, full-funnel campaigns tailored to Polish audiences.

· Accelerate digital transformation, precision marketing, and data-driven decision-making.

· Collaborate with Customer & Commercial leadership to ensure seamless connection between brand plans and shopper activation.

6. Cross-Functional Leadership

· Work in close partnership with Commercial, RGM, Finance, PACS, Insights, Supply Chain, and Digital/Commerce teams to ensure joined-up execution.

· Actively contribute to the Poland & Baltics leadership team, representing the marketing function in key decisions.

· Share successful practices and insights from Poland across the Europe OU network.

7. Talent, Culture & Organization

· Lead and inspire a diverse marketing organization, developing senior leaders and strengthening functional capabilities.

· Foster a high-performance culture grounded in accountability, creativity, and consumer-centric thinking.

· Build strong succession pipelines and invest in capability development across brand, IMX, and digital disciplines.

· Encourage ways of working that are agile, collaborative, and inclusive across both company and bottler teams.

8. Governance & Marketing Effectiveness

· Ensure full adherence to internal brand standards as well as Polish and EU regulatory frameworks, including responsible marketing and claims.

· Strengthen discipline in planning, measurement, and ROI evaluation of marketing activities.

· Optimize DME allocation to maximize business returns while operating within agreed guardrails.

· Maintain high execution standards across all consumer and shopper touchpoints.

Qualifications & Experience

· Bachelor’s degree required; Master’s or equivalent preferred.

· 12–15+ years of progressive marketing experience within FMCG/CPG.

· Strong track record managing complex, multi-brand portfolios in competitive environments.

· Experience leading senior teams and cross-functional organizations.

· Proven ability to work effectively within a system (experience with bottlers highly valued).

· Deep expertise across brand management, consumer insights, IMX, media, innovation, and commercialization.

· Strong communication and stakeholder management skills, with the ability to influence at senior levels.

· Fluency in English required; Polish language skills strongly preferred.

What We Offer

· A pivotal leadership role in one of the largest and most dynamic markets in Central & Eastern Europe.

· Opportunity to shape both short-term performance and long-term brand growth.

· Close collaboration with senior leaders across Franchise, OU, and global teams.

· Clear development pathway toward broader regional or OU leadership roles.

Confidentiality Notice

This job description outlines the general scope and responsibilities of the role and may evolve in line with business needs. The information is confidential and intended for internal hiring purposes within the Europe Operating Unit.

Base Salary: 435000 PLN to 692000 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: 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.

Travel 

• Up to 20–25%, subject to business needs. 

Skills:

Analytical Thinking, Brand Architecture, Brand Management, Brand Positioning, Brand Strategy, Channel Management, Competitive Assessments, Consumer Segmentation, Creative Process, Digital Media Strategy, Group Problem Solving, Leadership, Life Cycle Management, Marketing Strategies, Media Planning, Portfolio Management, Quantitative Research, Social Media Strategies, SWOT Analysis

Pay Range:

Poland: 0 PLN - 0 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.

Location(s):

Poland

City/Cities:

Warsaw

Travel Required:

00% - 25%

Relocation Provided:

No

Job Posting End Date:

July 2, 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.