Director, Media & Connections

Role Purpose

The Director, Media & Connections – France leads the full funnel consumer connections strategy across France, ensuring world-class media planning, investment optimization, and integrated activation across all Coca-Cola brands.

As one of the most important markets in the Europe Operating Unit, France offers significant scale, cultural influence and opportunity for brand growth. This role plays a critical part in driving consumer relevance and system value through modern media, digital acceleration, precision targeting, and data driven optimization. Reporting to the Senior Director, Marketing – France, this leader translates centrally provided IMX frameworks, creative platforms and media strategies into high impact plans that are locally relevant to French consumers and culture.

The Director is responsible for how brands show up across Owned, Earned, Shared, and Paid channels, partnering with the Coca-Cola system and bottling partners in France, commercial teams, brand teams, IMX, creative, shopper, insights and platform partners to deliver connection plans that outperform the market.

This leader manages a team of senior media specialists and oversees agency relationships, investment decisions, measurement, and ongoing media performance.

What You’ll Do for Us

1. Media & Connections Strategy Leadership

• Lead the development of the end-to-end media & connections strategy for France across all brands and categories.

• Translate global & EU OU IMX frameworks into locally optimized media plans that reflect French consumer behaviour, cultural context and channel dynamics.

• Ensure plans support full funnel objectives: awareness → attention → engagement → conversion → advocacy.

2. Media Investment & Optimization

• Oversee media investment planning and ensure optimal allocation across TV, OOH, Digital, Video, Social, Search, Retail Media, and emerging channels.

• Drive media productivity, investment efficiency, and value maximization from agencies and partners.

• Govern media budgeting, POs, invoice validation, and financial stewardship.

• Lead quarterly and annual investment performance reviews.

3. Agency, Vendor & Platform Leadership

• Lead senior relationships with media agencies, global platforms, and key partners.

• Provide clear briefs, governance, and KPIs to ensure high-quality media planning and buying.

• Ensure accountability for implementational excellence and buying performance (CPM, CPT, viewability, attention, brand safety).

4. Cross Functional Integration

• Collaborate closely with Brand Directors, Senior Brand Managers, IMX, Creative, Shopper, Commercial and Coca-Cola system and bottling partner teams in France to ensure one integrated connections plan.

• Ensure seamless alignment with customer activation, RGM strategy, and retail priorities.

• Align media timing, platforms, assets and measurement with creative & executional needs.

5. Measurement, Analytics & Insights

• Lead the measurement agenda across France using MMM, brand lift, attention metrics, platform data, econometrics and competitive analysis.

• Drive closed loop marketing: impressions → expressions → actions → transactions → loyalty.

• Ensure systematic learning loops, optimization cycles, and ROI improvements.

6. Governance & Responsible Marketing

• Ensure compliance with Responsible Marketing policies, GARM standards, SRA requirements, local regulations, and digital safety norms.

• Oversee brand safety, platform compliance, and privacy/content regulations.

• Ensure transparency and auditability of all media investments and partnerships.

7. Team Leadership & Capability Development

• Lead, coach, and develop Senior Manager(s) and Manager(s).

• Elevate IMX and media capability across the France marketing organization and bottler community.

• Foster a culture of digital innovation, analytical rigor, collaboration and test and learn mindset.

8. Network & System Collaboration

• Represent France in Europe OU IMX forums, sharing local insights and shaping regional media strategies.

• Partner with global and OU teams on platform partnerships, measurement frameworks, and new tools.

• Lift and shift best practices across markets.

Qualifications & Experience

• Bachelor’s degree required.

• 8–12 years of media, digital, IMX or connections leadership in FMCG, agency or major advertiser.

• Proven expertise in media planning & buying across offline and digital channels.

• Deep understanding of data driven marketing, programmatic, social, search, retail media, and platform innovation.

• Strong leadership of agencies, media audits, and performance frameworks.

• Experience managing media budgets and delivering ROI-driven optimization.

• Strong analytical skills and comfort with complex data sources, dashboards, and research.

• Demonstrated ability to influence cross functional partners and bottler stakeholders.

• Strong communication, leadership, and strategic storytelling skills.

• Fluency in French and English is required; proficiency in another European language is an advantage.

What We Can Do for You

• Strategic Media Leadership: Own the media agenda for one of the most important markets in the Europe Operating Unit.

• System Influence: Partner across the Coca-Cola system and with bottling partners in France to drive consumer connection and commercial outcomes.

• Cross Functional Scope: Collaborate across brands, commercial, IMX, creative, insights and RGM.

• Career Acceleration: Development toward Senior Director and OU level IMX leadership roles.

• Innovation Environment: Pilot modern media, data, and platform innovation in a high visibility market.

Location(s):

City/Cities:

Travel Required:

Relocation Provided:

Job Posting End Date:

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.