Senior Director, IMX, DE

Job Title: Senior Director, Integrated Marketing Experiences (IMX), Germany 
Location: Germany 
Reports To: Vice President, Marketing, GERMANY 
Direct Reports: Will have several people in the local Germany team, that report into this role  

Role Purpose

The Senior Director, Integrated Marketing Experiences (IMX) GERMANY leads the Media, Partnerships, Design, deployment, and optimization of end-to-end consumer connections across the Coca-Cola Company’s total portfolio in Germany. As a senior functional expert within the GERMANY Marketing Leadership Team, this leader is responsible for creating best in class IMX strategies that drive cultural relevance, brand growth, media effectiveness, and measurable business impact across all our Sparkling, Stills, and Trademark brands. 

This role elevates marketing excellence through full funnel orchestration, expert media investment, precision targeting, and continuous performance optimization. It partners deeply with Brand Senior Directors, Commercial, Insights, and our bottling partner to ensure every campaign, experience, and brand touchpoint reaches the right audience, in the right way, at the right moment. 

This leader manages a team of IMX specialists, providing direction, capability building, and coaching while maintaining strong relationships with media agencies, platform partners, and external suppliers. The Senior Director ensures that IMX is a strategic growth engine for GERMANY—driving impact with constrained resources, leveraging digital, social, and experiential platforms, and championing both creativity and operational discipline. 

What You’ll Do For Us 

IMX Leadership & Strategic Direction 

• Lead the development of the GERMANY IMX strategy, ensuring alignment with brand portfolio priorities, business objectives, and local market dynamics. 

• Translate consumer insights, media behaviours, and cultural trends into actionable connection strategies that strengthen brand equity and conversion. 

• Act as the central IMX expert within the GERMANY Marketing Leadership Team, shaping the strategic agenda for communication and connection excellence across brands. 

Media & Investment Leadership 

• Lead all paid media investment strategy & activations for GERMANY across TV, OOH, Audio, Digital, Programmatic, Social, Search, Retail Media, and Experiential channels. 

• Optimize spend across Owned, Earned, Shared, and Paid media to maximize ROI and full funnel performance. 

• Ensure media planning and activation plans are grounded in data, effectiveness frameworks, and progressive digital capability. 

Cross Functional & Brand Partnership 

• Partner with Senior Directors (CCTM, Sparkling Flavours, Stills & ARTD) to build integrated plans that maximize the power and coherence of brand messaging. 

• Collaborate with Insights to embed audience understanding, targeting methodologies, and measurement frameworks. 

• Actively influence bottler and customer teams to ensure IMX choices are reflected on the ground and instore. 

• Collaborate with central functions to accelerate leading marketing activation plans 

Agency & External Partner Leadership 

• Lead day-to-day and strategic management of media agencies, content partners, creative networks, and technology providers. 

• Drive performance, innovation, and accountability across the agency ecosystem. 

• Build strong relationships with platform partners (e.g., Meta, Google, TikTok) to deliver cutting-edge, high impact ideas and executions. 

IMX Execution, Optimization & Measurement 

• Oversee the execution and delivery of multiple IMX programs, ensuring they hit targets, optimize efficiencies, remain on budget, and are culturally relevant. 

• Lead post program evaluations, connecting the loop from impressions → engagement → action → transactions. 

• Leverage tools including MMM, competitive reporting, custom research, analytics dashboards, and audience platforms to continuously refine IMX strategies. 

• Ensure IMX activity strengthens both brand equity and short-term business performance. 

People Leadership & Capability Building 

• Lead, coach, and develop a team of IMX managers and specialists, building deep capability in media, content, digital performance, measurement, and emerging platforms. 

• Foster a culture of curiosity, creativity, discipline, experimentation, and collaboration. 

• Build future bench strength and succession planning within IMX and the broader marketing capability ecosystem. 

Governance, Compliance & Continuous Improvement 

• Ensure compliance with brand governance, media policies, data privacy, claims, SRA, and marketing standards. 

• Champion agile ways of working and structured operating rhythms to elevate IMX performance. 

• Drive marketing efficiency and operational excellence across all IMX programs. 

Qualifications & Experience 

• Bachelor’s degree in Marketing, Communications, Media, Business, or related field required. 

• 10–15+ years in media, IMX, connections strategy, or integrated marketing leadership roles. 

• German language essential

• Deep expertise in both offline and digital media strategy, planning, buying, optimization, and evaluation. 

• Strong knowledge of data driven marketing, audience segmentation, performance marketing, and platform innovations. 

• Proven track record leading teams and influencing senior stakeholders across brands, commercial, bottler, and agency environments. 

• Experience establishing measurement frameworks (MMM, brand equity, attribution, lift studies, journey analytics). 

• Strong negotiation, communication, storytelling, and stakeholder management skills. 

• Demonstrated ability to deliver impact under budget constraints and in highly competitive media environments. 

• Comfortable working in a fast paced, matrixed, cross functional, and entrepreneurial culture. 

What We Can Do For You 

• High Visibility Leadership Role: Serve as the IMX thought leader for a top global market. 

• Creative & Digital Innovation Platform: Opportunity to experiment, innovate, and push boundaries with worldclass partners. 

• Cross Portfolio Influence: Impact every major brand in the GERMANY market across Sparkling, Stills, and Trademark. 

• Growth Culture: An environment that empowers bold thinking, agility, and continuous development. 

Confidentiality Notice 

This job description outlines the general nature and key responsibilities of the role. Duties may evolve based on business needs. All information is confidential and intended solely for internal hiring purposes within the Europe Operating Unit.