Senior Director, Integrated Operations - Commercial Excellence + Coke Buddy

Role Overview 

This is a senior leadership role responsible for shaping and embedding Commercial Excellence, Planning, and Digital Enablement across the INSWA Operating Unit, with a strong focus on Independent Bottlers (IBs). The role acts as a strategic bridge between Regional Directors, the OU Commercial organisation, and Bottlers, ensuring integrated commercial thinking, disciplined planning, and execution excellence at scale. 

The Senior Director will own Commercial Excellence & Planning capabilities (sales planning, demand forecasting, S&OP coordination, and commercial calendars) and serve as the OU owner for Coke Buddy, driving adoption, capability building, and measurable business impact. The role requires strong system leadership, bottler influence, and the ability to integrate planning, execution, insights, and digital tools into a cohesive commercial engine. 

Key Responsibilities 

1. Commercial Excellence & Planning (OU-level Ownership) 

• Own and lead sales planning, demand forecasting, and S&OP coordination for the INSWA OU, ensuring tight integration across Commercial, Franchise, Finance, and Supply Chain. 

• Design and govern OU-level commercial planning rhythms, linking long-range planning, annual plans, and in-year execution priorities. 

• Own and institutionalise commercial calendars for the region, ensuring clear ownership, sequencing, and integration with IQ, S&OP, and execution routines. 

• Build scalable planning frameworks that flex based on number, scale, and maturity of bottlers, ensuring relevance across diverse IB contexts. 

2. Coke Buddy – OU Ownership & Value Realisation (end-to-end)  

• Act as the single-point owner for Coke Buddy across the INSWA OU, responsible for vision, adoption, capability building, and value realisation. 

• Partner with Global, Platform Services, and Digital teams to localise Coke Buddy use-cases aligned to INSWA commercial priorities. 

• Drive integration of Coke Buddy into commercial planning, execution diagnostics, and bottler routines, ensuring it is embedded into core ways of working. 

• Track and communicate impact through tangible outcomes such as execution quality, strike rate improvement, productivity gains, NSR growth, and cost-to-serve optimisation. 

3. RGM  

• Act as the Commercial Excellence partner to the OU RGM agenda, ensuring strong integration of RGM levers into commercial planning, execution, and bottler routines. 

• Enable disciplined execution of RGM priorities (pricing architecture, promotions, pack/price mix, trade investments) through planning forums, commercial calendars, and execution diagnostics. 

• Translate RGM strategies into actionable execution frameworks for bottlers, ensuring clarity on “what to do differently” in the market across channels and segments. 

• Support capability building for bottler commercial teams on RGM fundamentals, analytics interpretation, and decision-making, in partnership with RGM and Finance teams. 

• Ensure Coke Buddy and other digital tools are leveraged to support RGM diagnostics, scenario planning, and performance tracking at scale. 

4. Bottler Digital Capability – End-to-End Ownership 

• Own the end-to-end digital commercial capability agenda for Independent Bottlers, spanning planning, execution, diagnostics, and performance management. 

• Lead adoption and maturity of digital tools (including Coke Buddy and adjacent platforms) to improve sales productivity, execution quality, and decision velocity at the bottler level. 

• Define clear digital capability standards for bottlers, including ways of working, data usage, governance, and role-level adoption expectations. 

• Partner with Global, Platform Services, and Franchise teams to localize digital solutions for INSWA bottler realities, balancing sophistication with scalability. 

• Track and drive measurable business impact from digital enablement, including productivity gains, execution consistency, improved strike rates, and cost-to-serve optimization. 

5. Commercial Excellence, Shopper & IE – System Bridge 

• Serve as the primary bridge between Regional Directors and the OU Commercial organization, translating regional needs into scalable commercial solutions. 

• Own Integrated Execution (IE) diagnostics and shopper-led insights at the OU level, ensuring insights are converted into prioritized, executable actions. 

• Enable fact-based, insight-led performance and capability discussions with senior bottler leadership, GMs, and Franchise teams. 

6. Independent Bottlers (IB) – Commercial Strategy & Capability Ownership 

• Own commercial thinking and execution strategy for Independent Bottlers, ensuring consistency, rigor, and scalability across markets. 

• Lead bottler commercial workshops focused on RTM design, execution excellence, outlet productivity, and digital enablement. 

• Partner with Franchise leadership to influence RTM evolution, execution standards, and system economics, balancing growth ambitions with operational feasibility. 

• Drive adoption of best practices across bottlers by importing and exporting winning ideas across the system. 

7. Execution Excellence & Capability Building 

• Lead and institutionalize execution excellence capabilities, including outlet expansion, cold drink expansion, BD&L, OOS management, sales productivity, and in-store execution quality. 

• Use the Bottler Capability Framework to guide execution capability investments and commercial capability development. 

• Build and scale commercial capability programs in partnership with Franchise, Commercial, and Marketing teams. 

8. Metrics, Governance & System Impact 

• Own commercial, customer, and execution metrics for the OU, ensuring consistent tracking, diagnosis, and performance conversations. 

• Establish governance routines that connect insights to actions, enabling faster decision-making and stronger system accountability. 

• Influence senior stakeholders across a matrixed, networked system to drive alignment and sustained impact. 

Impact of the Role 

This role is central to accelerating revenue growth, improving system margins, and embedding execution excellence across INSWA. Success will be measured through: 

• Improved planning discipline and forecast accuracy 

• Strong adoption and business impact of Coke Buddy 

• Higher execution quality, strike rates, and sales productivity 

• Enhanced bottler capability and execution consistency 

• Clear linkage between insights, planning, and field execution 

Qualifications & Requirements 

Experience 

• 14+ years of experience across commercial planning, sales, commercial excellence, or strategy roles. 

• Strong experience working in system-based, bottler-led, or partner-led operating models; bottler-facing experience is highly desirable. 

Skills & Capabilities 

• Proven enterprise commercial leadership with the ability to integrate planning, execution, insights, and digital enablement. 

• Strong strategic and analytical capability with a clear bias for execution and measurable impact. 

• Demonstrated ability to influence senior stakeholders across Franchise, Bottlers, Regions, and OU leadership. 

• Deep understanding of RTM, execution excellence, shopper/channel marketing, Integrated Execution (IE), and system economics. 

• High comfort with data, analytics, and digital tools to enable fact-based decision-making. 

What This Role Offers 

• Enterprise-level ownership of Commercial Excellence & Digital Enablement in one of Coca-Cola’s most complex Operating Units. 

• Opportunity to shape how planning, execution, insights, and digital tools come together at scale. 

• High visibility and influence with OU leadership, bottlers, and global teams. 

• A mandate to build sustainable system capability, not just short-term results