Job Title
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Senior Director, Integrated Marketing Experiences (IMX), IBERIA
Location
Spain – Madrid
Role Purpose
The Senior Director, Integrated Marketing Experiences (IMX) IBERIA leads the media, partnerships, design, deployment, and optimization of end‑to‑end consumer connections across the Coca‑Cola Company’s total portfolio in Spain. As a senior functional expert within the IBERIA Marketing Leadership Team, this leader is responsible for creating best‑in‑class IMX strategies that drive cultural relevance, brand growth, media effectiveness, and measurable business impact across the Sparkling, Stills, and Trademark brands. This role elevates marketing excellence through full‑funnel orchestration, expert media investment, precision targeting, and continuous performance optimisation. It partners deeply with Brand Senior Directors, Commercial, Insights, and bottling partners to ensure every campaign, experience, and brand touchpoint reaches the right audience, in the right way, at the right moment. This leader manages a team of IMX specialists, providing direction, capability building, and coaching while maintaining strong relationships with media agencies, platform partners, and external suppliers. The Senior Director ensures that IMX is a strategic growth engine for IBERIA, driving impact with constrained resources, leveraging digital, social, and experiential platforms, and championing both creativity and operational discipline.
What You'll Do For Us
IMX Leadership & Strategic Direction
Lead the development of the IBERIA IMX strategy, ensuring alignment with brand portfolio priorities, business objectives, and local market dynamics.
Translate consumer insights, media behaviours, and cultural trends into actionable connection strategies that strengthen brand equity and conversion.
Act as the central IMX expert within the IBERIA Marketing Leadership Team, shaping the strategic agenda for communication and connection excellence across brands.
Media & Investment Leadership
Lead all paid media investment strategy & activations for IBERIA across TV, OOH, Audio, Digital, Programmatic, Social, Search, Retail Media, and Experiential channels.
Optimise spend across Owned, Earned, Shared, and Paid media to maximise ROI and full‑funnel performance.
Ensure media planning and activation plans are grounded in data, effectiveness frameworks, and progressive digital capability.
Cross‑Functional & Brand Partnership
Partner with Senior Directors (CCTM, Sparkling Flavours, Stills & ARTD) to build integrated plans that maximise the power and coherence of brand messaging.
Collaborate with Insights to embed audience understanding, targeting methodologies, and measurement frameworks.
Actively influence bottler and customer teams to ensure IMX choices are reflected on the ground and in‑store.
Collaborate with central functions to accelerate leading marketing activation plans.
Agency & External Partner Leadership
Lead day‑to‑day and strategic management of media agencies, content partners, creative networks, and technology providers.
Drive performance, innovation, and accountability across the agency ecosystem.
Build strong relationships with platform partners (Meta, Google, TikTok) to deliver cutting‑edge, high‑impact ideas and executions.
IMX Execution, Optimisation & Measurement
Oversee the execution and delivery of multiple IMX programmes, ensuring they hit targets, optimise efficiencies, remain on budget, and are culturally relevant.
Lead post‑programme evaluations, connecting the loop from impressions → engagement → action → transactions.
Leverage tools including MMM, competitive reporting, custom research, analytics dashboards, and audience platforms to continuously refine IMX strategies.
Ensure IMX activity strengthens both brand equity and short‑term business performance.
People Leadership & Capability Building
Lead, coach, and develop a team of IMX managers and specialists, building deep capability in media, content, digital performance, measurement, and emerging platforms.
Foster a culture of curiosity, creativity, discipline, experimentation, and collaboration.
Build future bench strength and succession planning within IMX and the broader marketing capability ecosystem.
Governance, Compliance & Continuous Improvement
Ensure compliance with brand governance, media policies, data privacy, claims, SRA, and marketing standards.
Champion agile ways of working and structured operating rhythms to elevate IMX performance.
Drive marketing efficiency and operational excellence across all IMX programmes.
Qualifications & Experience
Bachelor's degree in Marketing, Communications, Media, Business, or related field required.
10–15+ years in media, IMX, connections strategy, or integrated marketing leadership roles.
Deep expertise in both offline and digital media strategy, planning, buying, optimisation, and evaluation.
Strong knowledge of data‑driven marketing, audience segmentation, performance marketing, and platform innovations.
Proven track record leading teams and influencing senior stakeholders across brands, commercial, bottler, and agency environments.
Experience establishing measurement frameworks (MMM, brand equity, attribution, lift studies, journey analytics).
Strong negotiation, communication, storytelling, and stakeholder management skills.
Demonstrated ability to deliver impact under budget constraints and in highly competitive media environments.
Comfortable working in a fast‑paced, matrixed, cross‑functional, and entrepreneurial culture.
What We Can Do For You
High Visibility Leadership Role: Serve as the IMX thought leader for a top global market.
Creative & Digital Innovation Platform: Opportunity to experiment, innovate, and push boundaries with world‑class partners.
Cross‑Portfolio Influence: Impact every major brand in the IBERIA market across Sparkling, Stills, and Trademark. xpzdshu
Growth Culture: An environment that empowers bold thinking, agility, and continuous development.
Travel Required
0% – 25%
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