Job Title:Director, Brand Management –IBERIA
Location:Madrid, Spain
Reports To:Senior Director, Brand ManagementIBERIA
Direct Reports:Minimum 1 Senior Manager, Brand Management

Role Purpose

The Director, Brand Management –IBERIAleads the development and execution of brand strategy for a major brand or group of brands within theIBERIAportfolio. This roleis responsible fordriving brand growth through clear strategic choices, disciplined planning, consumerdriven insights,high qualityactivation, and bestinclass execution across the fullend-to-endmarketing cycle.TheDirectorBrandManagementreports into the Senior Director.A key responsibilityofthis role istocollaborate withthe local network team,the BottlingPartner;the AgencyPartnersandwith central category teams.
-Senior Director ownssystem levelleadership and engagement with global category teams, the Europe OU, Franchise leadership, and seniorcross functionalpartners.
-Director ensures that all brand strategies, plans, and initiatives align with broader portfolio direction and system expectations, providinghigh-qualityinputs and recommendations that support the totalIBERIAmarketing vision.

The Directorwill manage1 or moreSenior Manager and works through extendedcross functionalteams to deliver outstanding brand marketing, commercial relevance, and consumer impact across channels. This role requires strong leadership, analytical rigor, creativity, and the ability to influence and orchestrate across a complex internal and external ecosystem.

WhatYou’llDo for Us

Brand Strategy & Annual Planning

• Lead development of thelong-termbrand strategy, and growth priorities for the assigned brand(s).

• Build annual brand plans translating consumer insights, market dynamics, and strategic opportunities into clear activation plans and KPIs.

• Ensure plans are aligned with theIBERIAportfolio vision, global direction, and OU guidance.

• Identifyopportunities to outperform competition and drive sustainable share gains.

Innovation Leadership

• Leadinnovation ,including concept refinement, product and packaging requirements, and market readiness actions.

• Ensure innovation is grounded in consumer insights, brand strategy, and commercialopportunity.

• Partner with R&D, RGM, Commercial, and Supply Chain teams to deliver successful launches and strongin marketperformance.

Creative Excellence & IMX Collaboration

• Lead creative development, consumer connections, and communication strategy for the brand(s).

• Work with IMX and Media teams to buildfull funnelplans that drive reach, impact, and effectiveness.

• Ensure brand communications are aligned with the overall creative strategy, governance, and distinctive brand assets.

Commercial, Customer & RGM Collaboration

• Work with Commercial & Customer teams to ensure brand plans land effectively across priority customers and channels.

• Partner with RGM to ensure price/pack architecture and value communication support brand growth andlong-termvalue creation.

• Ensure brand plans reinforce commercialobjectivesand enable profitable penetration growth.

Cross Functional& System Collaboration

• Support the Senior Director by preparing materials, insights, and recommendations for global, OU, and Franchise engagements.

• Partner with Insights, Shopper, IMX, Finance, and bottler teams to deliver integrated,insight drivenbrand plans.

• Ensure all brand activities are aligned with governance, stewardship, SRA, and compliance requirements.

Brand Performance Management

• Monitor brand performance, including market share, brand health, NSR/GP, and campaign effectiveness.

• Lead evaluation of innovation, communication, and activation activities.

• Apply learnings to future planning and support systemdecision makingwith clear insights.

Agency & Network Management:

• Manage agencies and networks.

• Contract and amplify marketing assets in collaboration withEPICSteam for the market.

Budget Management: 

• Manage brand program budgets and timelines to drive flawless execution of the planmonitoringeffective return on investments

• hitting all system milestones on time and within budget.

People Leadership

• Lead and develop at least one Senior Manager through coaching, clarity, accountability, and capability building.

• Build ahighperformancemindset across the brand team andcross functionalpartners.

• Role model operational discipline, consumercentric thinking, curiosity, and collaboration.

Qualifications & Experience

• Bachelor’s degreerequired; advanced degree preferred.

• 8–12 yearsof brand management or consumer marketing experience within FMCG.

• Fluent Spanish and English

• Demonstrated success managing major brands or portfolios with measurable business impact.

• Strong grounding in consumer insights, brand strategy, creative development, and fullfunnel marketing.

• Proven experience collaborating with Commercial, RGM, Insights, Media, IMX, Finance, and Franchise/bottler partners.

• Strong analytical, strategic, andproblemsolvingcapabilities.

• Excellent communication, storytelling, and influencing skills.

• Ability to thrive in complex,fast pacedenvironments with multiple stakeholders.

• Experience leading and developing direct reports.

What We Can Do for You

• Opportunity to lead one of the most strategically important brands within theIBERIAmarket.

• Fullend-to-endbrand ownership with high impact across the organization and system.

• Close partnership with senior leaders at both TCCC and bottler levels.

• Development opportunities across global networks,cross functionalteams, and capability programs.