Job Description Summary:
Role Purpose
Eurasia Middle East Operating Unit Marketing is undergoing a step-change to deliver more balanced and sustainable growth through deeper consumer intimacy, stronger integration, accelerated innovation, and data-enabled precision marketing. Within this model, markets are empowered to drive business performance through best-in-class annual planning, flawless execution, and local relevance, while partnering closely with the Operating Unit to shape long-term category growth.
As the Brand Director for Cappy Türkiye, you will own the end-to-end Cappy agenda in one of the company's most strategic growth markets. You will be responsible for delivering both business and brand objectives by defining and executing the Annual Business Plan (ABP), leading integrated marketing and innovation, and driving superior commercial and consumer outcomes.
Beyond market execution, you will play a critical role in shaping the future of the Cappy business by partnering closely with regional category teams to influence the Long-Range Plan (LRP), innovation pipeline, portfolio strategy for Turkey.
This role requires a highly commercial, consumer-centric, and collaborative leader who can seamlessly connect strategy with execution, mobilize cross-functional teams, and consistently deliver sustainable business growth.
Focus, Scope & Impact
- Own the end-to-end Cappy business in Türkiye, with accountability for volume, revenue, market share, profitability, and brand health.
- Define and execute the Cappy Annual Business Plan (ABP), ensuring flawless integration across marketing, commercial, and system partners.
- Develop portfolio strategies that maximize consumer lifetime value by addressing different needs, occasions, price points, and consumption moments.
- Drive superior flywheel execution by aligning Commercial, Franchise, Bottler, Media, Content, Human Insights, Studio X, and Newsroom teams around common business objectives.
- Partner closely with Operating Unit category leaders to influence the Long-Range Plan (LRP), future innovation pipeline, portfolio architecture, and long-term growth strategy.
- Bring the voice of the Türkiye consumer into regional discussions through strong consumer understanding, category expertise, and business insights.
- Maximize marketing effectiveness and return on investment through rigorous performance management, experimentation, and continuous optimization.
- Build strong partnerships across Finance, Supply Chain, Procurement, Franchise Operations, Commercial, and external agency partners to ensure end-to-end delivery.
Key Responsibilities
Business Leadership
- Deliver the Turkey Cappy business by achieving annual volume, revenue, profitability, and market share targets.
- Monitor business performance and proactively identify opportunities to accelerate growth or mitigate risks.
- Own marketing investment decisions and optimize return on marketing investments.
Brand & Growth Strategy
- Define and evolve the long-term Cappy growth strategy based on consumer, shopper, category, and business insights.
- Own the brand health agenda by strengthening brand equity and improving key consumer metrics, including recruitment, penetration, loyalty, and frequency.
- Design consumer and portfolio growth strategies that drive acquisition, repeat purchase, portfolio expansion, and long-term consumer value.
- Identify and unlock growth opportunities across innovation, occasions, channels, and pack-price architecture to accelerate sustainable business growth.
- Continuously monitor market dynamics, consumer behavior, and business performance to optimize strategy and identify new growth opportunities.
Integrated Marketing Excellence
- Lead the development and execution of fully integrated marketing programs across paid, owned, earned, shopper, digital, experiential, and customer touchpoints.
- Leverage data, technology, and measurement to continuously improve campaign effectiveness and business impact.
- Drive best-in-class creative excellence and consumer experiences.
Experience & Critical Requirements
- Bachelor's degree in Business Administration, Marketing, Economics, or a related discipline.
- 10+ years of progressive marketing leadership experience within FMCG or consumer goods.
- Strong experience across brand strategy, innovation, portfolio management, integrated marketing, and business planning.
- Proven ownership of P&L and successful delivery of commercial and brand performance.
- Experience leading complex cross-functional and cross-geographical initiatives while influencing senior stakeholders.
- Strong understanding of consumer insights, media, digital marketing, and data-driven decision making.
- Demonstrated ability to connect long-term strategic thinking with flawless execution.
- Excellent communication, influencing, and stakeholder management skills.
- Fluent in English and Turkish.
Leadership Profile
We are looking for a leader who:
- Thinks like a General Manager and acts like an entrepreneur.
- Is deeply consumer-obsessed and insight-led.
- Combines strategic vision with strong execution discipline.
- Builds alignment and inspires high-performing cross-functional teams.
- Thrives in ambiguity, embraces change, and continuously looks for growth opportunities.
- Demonstrates a growth mindset—dreams big, stays curious, challenges the status quo, and learns continuously.
- Leads with humility, integrity, resilience, and a passion for developing people while delivering sustainable business results
Skills:
Agile, AI Concepts, Audience Engagement, Brand Strategy, Creative Strategies, Data Strategies, Design, Design Thinking, Experimentation, Ideas Generator, Influencer Marketing, Omnichannel Interactions, Portfolio Strategies, Revenue Growth Management, Social Media, Sustainability, System Economics, User Experience (UX) Design
Location(s):
Türkiye
City/Cities:
Istanbul
Travel Required:
00% - 25%
Relocation Provided:
No
Job Posting End Date:
August 7, 2026
Our Purpose and Growth Culture:
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.