The Director for Vitaminwater, NAOU (North America Operating Unit), is a pivotal leadership position responsible for shaping and executing the brand's strategy within North America. In this role, you will own the brand's vision, business strategy, and growth objectives, ensuring relevance to consumers through strategy, innovation, and advanced marketing initiatives.
As a director-level leader, you will also oversee cross-functional collaboration to deliver against business priorities, balance consumer and commercial demands, and maintain stewardship of Coca-Cola's overarching goals. This is an opportunity to drive transformational growth for a beloved brand in the premium beverage space, leveraging powerful resources and innovative tools to ensure meaningful results.
Key Responsibilities
Strategic Brand Leadership :
Develop and holistically manage Vitaminwater's brand strategy and vision in North America, ensuring alignment with Coca-Cola's broader business objectives while maintaining local consumer relevance.
Lead the articulation and scaling of brand positioning, messaging, and identity to meet the demands of a competitive and dynamic marketplace.
Establish a long-term roadmap for growth by leveraging insights, trends, and emerging opportunities in the functional and premium hydration space.
End-to-End Marketing Execution :
Oversee the creation and execution of the brand 'bundle,' including product, packaging, pricing, and value propositions, driving distinctiveness in the marketplace.
Guide the development of omnichannel marketing programs, employing MarTech tools, AI-powered insights, and digital-first strategies to drive engagement and growth.
Innovation & Portfolio Growth :
Lead the management and expansion of the innovation pipeline, identifying and capitalizing on opportunities that resonate with evolving consumer preferences.
Collaborate with internal teams to align innovation efforts with business growth priorities and in line with Coca-Cola's sustainability and performance goals.
Business & Performance Management :
Track and oversee brand performance metrics, driving accountability for delivery on volume, revenue, and market share objectives.
Partner with commercial teams to drive ROI-positive strategies while balancing brand equity investments and P&L performance targets.
Cross-Functional Collaboration :
Lead cross-functional teams within the NA operating unit and engage effectively across marketing, commercial, finance, and corporate leadership teams.
Build partnerships with agencies, bottlers, and external stakeholders to ensure flawless execution and seamless delivery of business priorities.
Qualifications
Education :
Minimum Bachelor's degree; MBA or equivalent advanced degree strongly preferred.
Experience :
10+ years leading brand marketing or product ownership in CPG or adjacent industries. Strong experience in the beverage category is preferred.
Demonstrated success in managing large-scale brand initiatives, innovation pipelines, and cross-functional portfolio ownership.
Solid track record in leveraging MarTech, AI, and digital platforms to deliver consumer-centric solutions.
Skills in financial acumen, strategic thinking, and project management critical for driving high-impact business outcomes.
Leadership Skills : Proven ability to lead high-powered teams, manage cross-functional collaboration, and inspire excellence in others.
Key Competencies
Strategic Thinking : Able to develop long-term strategies that connect brand positioning, consumer needs, and business goals.
Consumer-Centric Leadership : Deep understanding of consumer behavior and how to leverage insights to deliver powerful brand experiences.
Data-Driven Decision Making : Strong proficiency in data interpretation and business analytics to develop precision-driven initiatives.
Innovation Management : Expertise in evaluating and driving product, packaging, and process innovation.
Collaboration & Influence : Exceptional ability to build consensus and inspire action within matrixed teams and across external partnerships.
Change Management Expertise : Confident navigating ambiguity and driving transformation while achieving business targets.
Why The Coca-Cola Company
Becoming the Director for Vitaminwater's North America Operating Unit provides an extraordinary opportunity to lead one of Coca-Cola's most innovative brands. You'll engage in a vibrant, inclusive work culture designed to foster creativity and innovation while delivering impact at scale.
At The Coca-Cola Company, we don't just build brands-we build legacies. Refresh the world with us and help create a better shared future.
Skills Leadership; Brand Strategy; Marketing Goals; Consumer Segmentation; Analytical Thinking; Digital Media Strategy; Competitor Analysis; Marketing Strategies; SWOT Analysis; Brand Positioning; Group Problem Solving; Social Media Strategies; Brand Marketing; Brand Management; Brand Architecture; Channel Management; Cross-Functional Teamwork; Team Management
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.
Pay Range:$169,000 - $200,000
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.
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.
