Senior Director, Shopper Insights and Science

Job Description Summary:

Reporting into the Global Shopper Science Lead, The Senior Director, Shopper Insights & Science is a new global role, created to build and lead a science‑based capability that decodes purchasing behavior, turns insights into commercial advantage and embeds science‑based decision‑making into how we create value with our retail and channel partners. This role integrates advanced analytics, experimentation, behavioral science with omnichannel shop floor behavior and outlet understanding to enable best‑in‑class commercial execution and drive profitable growth across the Coca‑Cola system by learning, optimizing, and influencing purchasing decisions.

This is an individual contributor role that focuses on explaining how shoppers notice, evaluate, and choose in real purchase contexts, grounding activation in behavioral and decision sciences rather than just commercial metrics.

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…

• Develop a comprehensive understanding of omnichannel shopper behavior, using advanced analytics, qualitative and quantitative research, behavioral science, and shopper usage and penetration data to decode motivations, drivers, missions and barriers that ultimately influence choice.

• 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

• Embed 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

For this role, we are looking for a commercially oriented insights leader who can transform science into scalable tools and routines, drive enterprise‑wide adoption, and demonstrate impact through clear, measurable business results.

Functional Skills:

• Data-and-Digital (using performance and activation data to optimize execution)

• Channel strategy and execution principles (Commercial activation and customer storytelling grounded in insights)

• Shopper missions & mindset (why sh