Senior Director, Shopper Insights and Science

Scope & Impact

Enterprise scope: Leads the translation, integration and scaling of shopper, channel and purchasing insights into shopper decision frameworks, combining behavioral insights and analytics to understand and influence how shoppers notice, choose, and buy beverages.

Decision scope: Drives adoption through tools, playbooks, and capability building. Defines measurement approaches for value realization.

Stakeholder scope: Interfaces with Commercial, RGM, customer teams, and HI OUs for the activation of insights, ensuring shopper science is integrated across pricing, assortment, promotions, and trade investment decisions.

Operating model: Supports markets and system through training, routines, and toolkits.

Key Responsibilities & Accountability

• Build and lead the global Shopper Activation Science capability, integrating shopper insights, analytical modeling, experimentation frameworks, and decision science to elevate category and commercial plans across channels, markets and categories, integrating shopper insights, experimentation, and behavioral decision science...
• Create global guidance on shopper segmentation, targets, journeys, and path-to-purchase frameworks that enable segmented execution strategies with flexibility to adapt to local realities and market contexts
• Build scalable activation assets (decision trees, guardrails, opportunity maps) and drive their adoption including category growth narratives and decision frameworks designed for system alignment
• Earn shopper and purchasing insights into RGM routines (pricing, promotion, pack/architecture decision support) through tools and playbooks, providing shopper decision inputs into RGM routines (pricing, promotion, pack architecture), rather than owning commercial models
• Own measurement frameworks linking activation to commercial impact and ROI. Collaborate with digital, technology, and data teams to enhance data sources, strengthen analytical capabilities and advance the use of AI and predictive tools in shopper analysis
• Lead experimentation and in-market testing (pricing, promotions, in store stimuli, retail media, digital shelf, pack design & architecture) to improve decisions and performance prediction
• Translate insights and science into commercial narratives, business cases and customer selling stories that position Coca‑Cola as a strategic, insights‑led partner
• Co-develop advanced tools and capability plans to embed shopper science into daily commercial routines (forecasting models, scenario planning, decision dashboards)
• Establish and lead global routines, including a Shopper Science community with OU shopper leads, to share learning and standardize practices
• Establish global routines, communities of best practices, and capability-building programs to elevate shopper science expertise across the Coca Cola system

Candidate Profile

• 10–15 years in Shopper Insights, Commercial insights Strategy and /or Insights Activation roles
• Proven experience operationalizing insights into frontline tools and routines
• Experience engaging customer teams and market leadership
• Experience applying shopper or behavioral insights into scalable decision tools and routines
• Ability to build toolkits/playbooks and embed them into operating routines
• Change leadership and capability-building expertise
• Measurement discipline: linking actions to outcomes and ROI