Director, Marketing Capability and Transformation

Coca-Cola · Istanbul

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Job Description Summary:

Lead the Eurasia & Middle East (EME) Marketing Capabilities & Operations agenda- building future-fit skills, modern marketing practices, and a culture of continuous learning that accelerates growth. Define the marketing capability roadmap, strengthen agency performance, advance experimentation at scale, and improve resource effectiveness across people and DME (direct marketing expense). Drive the adoption of platform services, tools, and best practices to elevate marketing effectiveness and execution quality across EME markets.

What You’ll Do

1) Build Marketing Capabilities & Learning Culture

• Define the EME Marketing Capability strategy and calendar, covering skills, experiences, learning journeys, and knowledge-sharing, aligned with the global capability framework and market needs.
• Assess capability gaps across the Operating Unit and markets, translating them into targeted development priorities.
• Partner with HR to deploy curricula, credentialing, and on-the-job capability building through coaching, clinics, and communities of practice.
• Embed modern marketing capabilities, including data, AI, digital, creators, commerce, full-funnel planning, and measurement.
• Curate external best practices and enable peer learning across markets.

2) Resource Effectiveness (People & DME)

• Develop benchmarks and recommendations to improve the effectiveness of marketing resources and DME.
• Assess capability and resourcing needs against marketing ambitions, identifying gaps and opportunities to build, access, or share expertise.
• Promote investment effectiveness through the adoption of measurement tools and evidence-based practices.
• Identify opportunities to simplify work and apply technology and AI to improve productivity.

3) Agency Operations & Performance

• Strengthen agency partnership effectiveness through clear scopes, service expectations, performance assessments, and continuous improvement.
• Partner with Procurement and relevant marketing leaders on agency assessments and selection, in line with global standards.
• Assess agency capabilities against EME’s evolving needs, including data, technology, AI, creators, commerce, and experiences.
• Support the adoption of new agency partnership models through training, feedback, and capability development.

4) Experimentation & Learning

• Build test-and-learn capabilities, equipping teams to design hypotheses, conduct experiments, and evaluate results.
• Enable adoption of the Global Experimentation Platform, where applicable.
• Capture and share learnings from market-led experiments, helping teams adapt and scale proven approaches.
• Establish practical standards for documenting experiments, assessing value, and making learnings accessible across EME.

5) Platform Services Adoption & Change Management

• Support the adoption of Marketing Platform Services, ensuring teams understand available services and how to use them effectively.
• Gather user feedback and identify service improvement opportunities with platform owners.
• Develop communications, training, and practical guidance to support new systems and processes.
• Track adoption and user satisfaction, addressing capability barriers that limit value realization.

6) Internal Engagement & Communications

• In partnership with HR and Communications, develop an engagement plan for the EME marketing community.
• Use townhalls, newsletters, digital channels, and recognition to reinforce priorities, share success stories, and celebrate learning.
• Build an active learning community that encourages knowledge-sharing and the adoption of effective practices.

7) Team Leadership

• Lead and develop a high-performing Marketing Capabilities & Operations team, providing coaching, succession planning, and talent development.
• Foster an inclusive learning culture and strong connections across markets, including bottling partners where relevant.
• Build a growth mindset, encouraging curiosity, experimentation, and continuous improvement.

Qualifications & Experience

• 10–12+ years of experience in Marketing, Capability Development, Marketing Operations, Agency Management, and/or Marketing Transformation.
• Proven success building capabilities across multiple markets and diverse teams.
• Experience translating business priorities into practical learning and development strategies.
• Demonstrated ability to drive change and adoption, balancing future-forward practices with commercial relevance.
• Experience improving agency partnerships and working with Procurement, HR, and marketing leaders.
• Analytical problem solver, able to translate capability assessments and performance insights into clear recommendations.
• Strong influencing and communication skills, with the ability to engage senior leaders and diverse audiences.

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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.

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