Director, Connected Commerce

About this role

Job Description Summary:

Great marketing begins with human insights:   understanding what consumers want, connecting our brands to meaningful occasions, and making it easier for consumers and shoppers to choose The Coca-Cola Company portfolio wherever and however they transact.  

As Director, Connected Commerce and Media,   you will partner with Brand, Human Insights, Front Line Marketing, Commercial, Customer and Content teams to build a holistic, transaction-driving media strategy across top retail, commerce, foodservice   and emerging commerce ecosystems. This role owns the “action to transaction”   portion   of the end-to-end marketing model, ensuring the right audience receives the right message at the right moment to drive measurable purchase, revenue growth, household penetration, brand equity, and customer   conversion.  

The ideal candidate   has deep   expertise   in retail media networks, shoppable media, audience strategy   and decisioning , clean rooms, marketing mix modeling /attribution , incrementality measurement, data analytics, and AI-enabled optimization. This leader   will   possess   familiarity with omnichannel planning and activation   in order to   effectively   translate business   objectives   into connected commerce big bets, govern investment across   retail media   partners, manage external agencies and vendors, and build repeatable capabilities that improve performance across the portfolio.  

What   You’ll   Do for Us  

Connected Commerce Strategy & End-to-End   Media   Planning  

• Lead   customer connected   commerce / retail media   strategy and plan development across retail, eCommerce marketplace, delivery / FSA   and foodservice ecosystems as part of the end-to-end marketing model.  

• Translate brand   objectives , commercial priorities, customer opportunities, and company strategic vision into actionable transaction-driving plans   and measurable investment recommendations.  

• Own the portfolio approach to shoppable and conversion media, ensuring plans connect brand demand creation to   purchase   behavior and transaction outcomes   in retail .  

• Partner with Customer Leadership teams to embed commerce media into Joint Business Planning, customer growth strategies, and annual planning moments.  

Data-Driven Audience Planning   & Insights  

• Leverage consumer, shopper, customer, bottler, and business data to   determine   who to engage, where to reach them, which messaging should be prioritized, and how to   optimize   across the path to purchase.  

• Apply advanced analytics including look-alike modeling, propensity scoring, segmentation, occasion-based targeting, first-party data, customer data, and unified data platform capabilities to refine audience strategy.  

• Develop scalable commerce audience products and transaction-driving segments that can be activated across RMNs, programmatic, CTV, search, social, loyalty, and delivery platforms.  

• Guide   clean   room, data collaboration, identity resolution, and privacy-compliant audience activation strategies with retailers, platforms, and agency partners.  

Retail Media & Platform Governance  

• Provide subject matter   expertise   and thought leadership on retail media networks, shoppable media, conversion media, paid search, social commerce, programmatic commerce, CTV commerce, and emerging transaction-driving channels.  

• Establish RMN and commerce media investment governance, including partner scorecards, performance benchmarks, measurement requirements, test-and-learn priorities, and portfolio allocation recommendations.  

• Partner with agency and investment teams to   optimize   buying practices, standardize planning inputs, and improve transparency, efficiency, and accountability across commerce   and RMN   investments.  

Measurement   & Business Impact  

• Assess program results and deliver post-program reviews that convert learnings into future planning actions, investment shifts, creative improvements, and partner negotiation opportunities.  

• Build measurement frameworks that connect impressions, engagement, search, clicks, conversion signals, transactions, revenue, brand equity, shopper behavior, and advocacy across the full path to purchase.  

• Lead and unlock   incrementality   opportunities measured   through test-and-learn   plans, geo - tests, conversion   lift, MMM/ eMMM   integration, attribution, and bespoke research where   appropriate .  

• Coordinate custom research with internal teams, agency partners, customers, suppliers, and analytics partners to measure ROI /ROAS   across revenue growth, volume delivery, household penetration, brand equity, and shopper engagement.  

Automation & Performance Optimization  

• Leverage AI-enabled planning, forecasting, bidding, creative optimization, audience modeling, scenario planning, and budget allocation to improve media effectiveness and transaction growth.  

• Identify   opportunities to automate reporting, decisioning, and optimization routines while   ensuring brand   safety   and that marketplace   accountability   remain s   clear.  

• Test emerging capabilities such as dynamic creative optimization, agentic media workflows, predictive commerce signals, and real-time performance optimization across relevant channels.  

Partner Stewardship, Capability Building & Cross-Functional Leadership  

• Develop strategies and activate programs with external media agencies, RMNs, commerce platforms,   vendors,    technology   providers,   and   serve as the day-to-day contact for key deliverables and decisions.  

• Identify   innovative partnerships and programs that create differentiated go-to-market activity and inspire consumers and shoppers to choose The Coca-Cola Company products.  

• Navigate large cross-functional stakeholder groups across Coca-Cola with the ability to use data, storytelling, and clear recommendations to influence action and outcomes.  

• Build connected commerce capability ac

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