Director, Shopper Marketing, Advanced Hydration

Job Description Summary:

At The Coca-Cola Company, we exist to refresh the world and make a difference through loved brands, done sustainably for a better shared future. Working here is more than working for the global beverage leader; it’s an opportunity to be a part of something that can positively impact the world. Our North America Operating Unit (NAOU) Advanced Hydration division is a dynamic, fast‑paced business unit at The Coca‑Cola Company where teams come together to lead what’s next in hydration. With a portfolio that includes BODYARMOR Sports Drink, Powerade, vitaminwater, and smartwater, the group is driven by an entrepreneurial spirit, strong collaboration, and shared ambition. This is a place for people who think differently, move with agility, challenge the status quo, and thrive in an ever‑changing category. Joining the team means helping shape the future of hydration alongside passionate, collaborative teams committed to winning.

The Coca-Cola Company is looking for a Director, Shopper Marketing Strategy within our Advanced Hydration category to join our team.

Get ready for an action-packed role as the Shopper Marketing Strategy Director on the Advanced Hydration Team. You'll be responsible for supporting key retail customers by building innovative shopper marketing strategies and plans that not only deliver results but also create positive, long-lasting relationships with advanced hydration shoppers.

As the mastermind behind strategies that drive brand marketing goals across all stages of the path-to-purchase and consumer journey, you'll influence change in shopper purchasing behavior through our top customers, their shopper segments and enterprise initiatives. With your passion and curiosity for this discipline, you'll have an intuitive and deep understanding of shopper behaviors, insights, and trends.

We're looking for an expert who's highly fluent in a variety of retail media platforms and has comprehensive experience running campaigns. This role is a critical part of the core customer team, which means you'll work closely with the Sales, Corporate Marketing, Field Marketing, and Commercial Teams to assess and develop impactful strategies and tools that maximize results while creating a memorable shopper experience and affinity for BODYARMOR, POWERADE, smartwater and vitaminwater brands.

Are you up for the challenge?

RESPONSIBILITIES:

• Be the marketing lead & counterpart to the respective Customer Team/Retailer by collaborating and building effective Shopper Marketing plans that will result in meeting or exceeding our retailer business goals.

• Lead & collaborate with the Customer Marketing VP, Director of Shopper Strategy, Category Management Department, on the development of the foundational retailer marketing strategy, tactical implementation, and optimizations that will deliver on our sales & marketing goals.

• Design & execute comprehensive, annualized shopper marketing plans for the U.S. domestic market in scope that deliver on our Channel, Retailer and Brand Marketing objectives.

• Responsible for managing the project life cycle for all Retailer Shopper Marketing programs from a to z; including but not limited to Initiation, Planning, Execution, Monitoring, Controlling, Analysis & Reporting.

• Responsible for creating & maintaining a highly detailed calendarized marketing plan that outlines clear objectives, KPIs, strategies, and programs by trimester complete with tactical details and detailed budget line items.

• Directly manage a working budget of $4M+ dollars with real-time transactional reporting, optimizations, invoice processing, monthly reconciliations/reviews.

• Directly manage the media agency and push for performance updates, real time optimizations and high performing campaigns.

• Be the subject matter expert to the company on your respective channels, retailers, shopper segments, insights, trends, competitive landscape, and brand sales/marketing performance. This includes but not limited to coaching & educating relevant teams on retailer marketing policies, IP usage, style guides, media capabilities & guardrails, marketing strategy, and ensuring all Advanced Hydration entities follow said policies.

• Build & foster genuine relationships with key retailer counterparts and stakeholders that result in creating synergy, new opportunities to accelerate our business goals, identifying & developing novel programming/tactics to activate at top customers.

• Organize and steward joint planning for all key customer programs by engaging directly with the Corporate Marketing, Field Marketing & Commercial teams by collaborating on strategic pivots, national/ divisional/regional opportunities, that will vary by geography but will result in generating favorable results that deliver on our overall retailer & business goals.

• Ensure there is seamless execution of Shopper programs/tactics across the organization and externally by exemplifying exceptional skills expressed through verbal/written communication, presentation materials as well as providing necessary best-in-class toolkit items that enable the field teams to activate effectively.

• Manage all Shopper Marketing communication with key stakeholders, both internally and externally, ensuring all relevant teams have the information and buy-in needed for success; this includes but is not limited to Corporate Marketing, Commercialization, Field/Sales Marketing, Retailer counterparts, and Executive Leadership.

• Accountable for real-time marketing & shopper metric performance audits & a full post-program analysis on all programming resulting in a report that identifies insights, learnings, best practices, and optimizations that can be applied to improving the long-term growth of the retailer and shopper marketing/brand strategy.

REQUIREMENTS:

• Bachelor’s Degree Required

• Minimum 7+ Years Experience in Shopper Marketing or related field Marketing discipline required

• Expert knowledge & fluency for convenience retail channel and respective relevant retail media networks

• Residence within the Nashville, TN or Atlanta, GA area is required (within 50 miles)
• Professional level proficiency with the Microsoft Office suite of products including PowerPoint, Excel, Word.

• Position requires travel as necessary (25%) by car and plane, including both local and neighboring geographic territories.
• Must hold and maintain a valid driver's license and be able to drive long distances.

• Motor Vehicle Records must satisfy Company standards per Driving Policy.

The Coca-Cola Company will not offer sponsorship for employment status (including, but not limited to, H1-B visa status and other employment-based nonimmigrant visas) for this position. Accordingly, all applicants must be currently authorized to work in the United States on a full-time basis and must not require The Coca-Cola Company's sponsorship to continue to work legally in the United States.

Skills:

Brand Architecture, Brand Positioning, Channel Management, Competitor Analysis, Creative Briefs, Digital Media Strategy, Group Problem Solving, Local Advertising, Marketing Activation, Marketing Strategies, Media Planning, People Management, Shopper Marketing, Social Media Strategies, Sponsorships, SWOT Analysis, Team Management

Pay Range:

United States: 155,000 - 175,000 USD


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.

Location(s):

United States of America

City/Cities:

Atlanta

Travel Required:

26% - 50%

Relocation Provided:

No

Job Posting End Date:

November 12, 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.

We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class. When we collect your personal information as part of a job application or offer of employment, we do so in accordance with industry standards and best practices and in compliance with applicable privacy laws.