Director, Connected Commerce

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