Director, Brand Communications

Role Purpose 

The Director, Brand Communications is responsible for delivering high impact brand communications that strengthen consumer relevance, build brand love, and support business growth across Europe. The role focuses on the development of Brand PR strategies ensuring actionable, earned-first ideas are seamlessly integrated into the E2E framework, embedded in consumer insights, whilst also reinforcing key corporate reputation priorities. Operating in close partnership with marketing counterparts at a central level, as well as market teams, bottlers, and global colleagues, this role ensures consistent messaging, high quality campaign delivery, and effective storytelling that brings brand strategies to life. It also manages agency partners, tracks performance, and embeds best practices to elevate the quality and effectiveness of communications across the system. 

Key Responsibilities 

Brand Communications Execution 

• Develop and deliver brand PR plans for Europe across our portfolio of iconic brands: i 

• Working in close collaboration with Marketing and fully integrated into the E2E campaign framework 

• Bringing brand stories to life in culturally-relevant and consumer-centric ways, driven by a social-first, earned-first mindset  

• Partner with Marketing to design and activate influencer and creator strategies, ensuring coherent storytelling across earned, owned, and paid channels 

• Work closely with frontline markets to localize brand narratives and ensure campaigns resonate with diverse consumer segments. 

• Support prioritization of Brand PR into key campaigns through annual brand planning (ABP) cycles in collaboration with Marketing. 

Cross-System Coordination 

• Collaborate with global communications, bottling partners, and PACS/FLA teams to ensure consistent messaging and smooth rollout of Brand PR initiatives. 

• Coordinate with Marketing and functional partners to align brand messaging with corporate purpose and reputation priorities. 

• Engage with external stakeholders—including media, agencies, influencers, and community partners—to amplify brand relevance and visibility. 

Operational Delivery & Performance Tracking 

• Manage the day-to-day execution of Brand PR and digital campaigns, ensuring operational excellence and on time delivery. 

• Support the development of KPIs and tracking frameworks to measure communications performance and campaign effectiveness. 

• Identify and apply relevant best practices in Brand PR, digital engagement, and influencer work from within the FMCG landscape and broader industry. 

Agency & Creative Stewardship 

• Lead creative agencies in developing high quality PR strategies, content, influencer programs, and digital storytelling assets. 

• Ensure creative outputs meet standards for executional excellence, consumer impact, and brand consistency. 

• Provide hands on guidance for content development, message crafting, and activation planning. 

Qualifications & Experience 

• Bachelor’s or master’s degree in Communications, Public Relations, Journalism, or related field. 

• 7+ years of experience in Brand PR, communications, or integrated marketing roles. 

• Proven experience activating consumer‑centric campaigns and brand stories across markets. 

• Strong understanding of influencer strategy, creator ecosystems, and earned/owned/paid integration. 

• Strong content development, narrative crafting, and project management skills. 

What This Role Offers 

• Hands on experience building PR and influencer programs for iconic brands. 

• Opportunity to enhance brand relevance and consumer engagement at scale. 

• Exposure to integrated comms planning and cross system collaboration across Europe.