Director, Consumer and Shopper Insights and Portfolio Management, Middle East Region
Skills
About This Role
Overview
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 (Return on Investment).
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.
Focus, Scope, & Impact
- Deep understanding of the art & science behind local consumer & shopper needs, behaviour, and foresights, enabled by human sciences, data and advanced analytics
- Own the art & science of local consumer and shopper understanding, spanning needs, behaviours, rituals, and decision journeys. Lead human sciences, foresights, and future scenarios to anticipate cultural and consumption shifts. Lead shopper sciences to unlock conversion, in-store excellence, and path-to-purchase growth.
- Support portfolio decision for the market
- Work with OU (Operating Unit) to define local research, advanced analytics, and modelling agenda
- Ensure consumer-centricity, deploying OU -wide intelligence platforms and new technologies.
- Lead with Frontline/ Local category teams superior performance assessment.
- Actively engage with the OU network, ensuring rigor, coordination, collaboration and upskilling.
- Lead a team of 3 talents (Turkiye) or Individual contributor (other regions)
- What Success Looks Like: Clear, focused, human-centered marketing choices that maximizes ROI ; Nuanced/ Granular analytics and insights that enables local intimacy, translate data into Insights that shape consumer/shopper programs and investments; High adoption of modelling & insight tech-enabled tools
Experience & Critical Requirements
- Significant marketing and leadership experience (10 years+), with great focus on insights, analytics, human sciences and market research.
- Acumen across relevant marketing disciplines: innovation, creative strategy, connections, design, category/brand positioning & growth strategy
- Led scaled, complex, cross-functional and cross-geographical teams and projects
- Led projects and capabilities that leverage Digital/ Data/ AI as edges
- Led and developed teams directly and external partners
- Behaviors: Growth Mindset: someone that is curious, dreams big, does what is hard and has an enterprise mindset. Passionate and uncompromisable commitment to excellence and servant leadership.
- Analytical Thinking, Brand Positioning, Brand Storytelling, Channel Management, Channels Strategy, Communication, Competitive Assessments, Consumer Segmentation, Consumer Trends, Decision Making, Digital Media Strategy, Group Problem Solving, Leadership, Market Research, Media Planning, Microsoft Office, Quantitative Research, Retail Marketing Strategy, Social Media Strategies, Syndicated Research, Waterfall Model
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.
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Director, Consumer and Shopper Insights and Portfolio Management, Middle East Region
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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-
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