Director, Digital Commerce

Role Summary 

The Director, Digital Commerce is the enterprise leader responsible for accelerating digital commerce growth across the market through a unified, data driven system approach. This role owns the end-to-end Digital Commerce strategy and system performance, bringing together commercial leadership, platform economics, and advanced digital capabilities to win disproportionately across online grocery, quick-commerce, and Away From Home aggregator platforms. 

A critical part of the remit is embedding data, analytics, and AI powered decision making into all elements of digital commerce: from demand forecasting and price/promo optimization to assortment, activation, and platform conversion. The role ensures the Company and the bottler operate from a shared, predictive, insight driven view of channel performance, enabling faster decisions, more precise interventions, and stronger ROI. 

At market level, the Director serves as the orchestrator of the system’s digital agenda, aligning the Company and the bottler around shared priorities, joint performance management, and integrated action plans. The role is accountable for delivering predictable volume, revenue, share, and profit growth, stewarding Retail Media investment jointly with the bottler, and leading the definition and tracking of eRGM and eRED across digital subchannels. As the organization’s digital commerce thought leader, the Director drives innovation, test-and-learn acceleration, and industry leading digital execution within the market and across the broader European network. The Director Digital Commerce will work closely together with the Europe Digital Commerce Network in development of digital toolkits and shoptimised assets.  

What You’ll Do for Us  

Own the Digital Commerce Strategy, System Alignment & Decision Rights 

• Lead the Digital Commerce strategy & execution, uniting the Company and bottler in the market behind shared digital growth ambitions and a single integrated plan. 

• Lead tradeoff and investment decision making for Digital Commerce within system guardrails, including portfolio, OBPPC, activation, media (including Retail Media), and platform partnership priorities. 

• Act as the digital commerce voice with cross functional leaders (Marketing, RGM, Operation and Finance), ensuring digital is embedded in all commercial decisions. 

Drive System Performance, KPIs and Predictable Results 

• Own channel system performance for Digital Commerce, with clear accountability for volume, revenue, share, transactions, and profit delivery in line with BP targets. 

• Establish and lead data driven business routines focused on root causes, decisions, and next actions—moving beyond reporting into insight driven action. 

• Partner with the bottler in the market on joint business planning for digital channels, ensuring strong execution, commercial outcomes, and measurable ROI. 

Lead eRGM, eRED, Platform Economics & Portfolio Performance 

• Lead the development and continuous optimization of eRGM across all digital subchannels, ensuring pack-price architecture, promo strategy, and customer economics deliver profitable, sustained growth. 

• Define and track eRED for key customers and platforms, ensuring a balanced approach to platform economics, customer value creation, and system returns. 

• Drive portfolio and activation performance across digital platforms, ensuring excellent execution on assortment, visibility, conversion, and basket expansion. 

Lead Retail Media Strategy & Investment (with the bottler) 

• Co-lead the Retail Media strategy, planning, and investment approach in partnership with the bottler, ensuring coherent system choices and strong ROI. 

• Clarify and guide the role of IMX and Digital Commerce in joint decision making for Retail Media, ensuring alignment on strategy, measurement, and investment governance. 

• Ensure Retail Media contributes meaningfully to conversion, shopper engagement, and platform growth, with clear KPIs and accountability. 

Accelerate Digital Growth Through Data, Analytics & Innovation 

• Embed advanced analytics, AI, and data driven decision making into all Digital Commerce routines, including forecasting, pricing, promo, assortment, and conversion modeling. 

• Lead digital test-and-learn initiatives, incubating new partnerships, pilots, and growth models; scale proven innovations rapidly across the market and the EU network. 

• Serve as the senior digital commerce expert for the market, contributing to EU network forums and capability building. 

System Leadership & External Influence 

• Build strong senior relationships with the bottler locally and key digital customers (retailers, aggregators, ecommerce partners), ensuring joint value creation and long-term growth. 

• Represent the Company externally on digital commerce topics, shaping industry dialogue, platform partnerships, and digital retail evolution. 

• Role model enterprise leadership, collaboration, speed, and accountability across the network. 

Experience & Capabilities 

• Senior experience in Digital Commerce, eCommerce, Omnichannel, or Platform based roles. 

• Proven track record of using AI, data science, and advanced analytics to drive business results. 

• Strong understanding of aggregators and digital platform economics (online grocery, quick-commerce, AFH delivery). 

• Experience leading system or cross company partnerships, influencing senior stakeholders and driving integrated execution without direct authority. 

• Strong commercial, RGM, shopper, and financial acumen with proven delivery of profitable growth. 

• Executive presence with strong communication, strategic thinking, and performance management discipline. 

• Local market experience required. 

Travel 

Up to 20–25%.