Senior Director, Enterprise Resource Allocation Business Science Intelligence Lead

Coca-Cola has established a vision to dynamically allocate and optimize System resources to deliver the highest value against strategic and operational priorities. Within this vision, **Fuelight 360** has emerged as a critical proprietary capability, providing an end-to-end (E2E) view of marketing and trade performance, while offering optimization opportunities across the System (The Coca-Cola Company) and bottling partners), encompassing both consumer marketing and customer/trade investment touchpoints. Launched as an MVP in September 2024, Fuelight 360 enables the System to make informed Direct Marketing Investment (DMI) allocation decisions by delivering real-time granular insights and forward-looking recommendations. The Fuelight platform serves as the System's source of truth for financial outcomes, customer impact, and consumer recruitment, empowering OUs, the Center, and Bottlers to achieve alignment in strategic and operational decision-making processes. **This Role is Focused On:** This role as the Enterprise Resource Allocation Business Science Intelligence Lead will lead a team of subject matter experts (SMEs) and collaborate extensively across the Fuelight 360 networked team and cross-functional domains of marketing, commercial, finance, data and technology team. This is a high-impact, business-facing role designed to influence decision-making and shape marketing strategies at the highest level of the organization. The ideal candidate is a collaborative, creative thinker, skilled at translating complex data into compelling narratives that inform marketing investments. The ideal candidate has strong skills and abilities in advanced analytics, modern measurement methods and models, emerging technology, deep knowledge and experience with Marketing Mix Models (MMM), basic KPI forecasting and scenario planning, media effectiveness, and marketing strategy. This leader will be instrumental in optimizing marketing spend and driving sustained consumer growth across markets. The role will play a critical leadership role in driving marketing science innovation, enterprise-wide deployment of advanced analytics, and resource optimization through the Fuelight 360 platform. This position focuses on transforming granular marketing insights and advanced analytics into strategic, actionable decisions that drive measurable outcomes across Coca-Cola's System. Key focus and value delivery areas: + Define and execute the strategic vision for marketing science and analytics, leveraging Fuelight 360 to influence consumer marketing and trade effectiveness decisions globally. + Serve as the thought leader for Marketing Mix Modeling (MMM) methodologies and ROI optimization strategies, driving transformative outcomes through advanced analytics innovation. + Collaborate across OUs, Center teams, Bottlers, and cross-functional global stakeholders to activate systems that maximize DMI allocation effectiveness. **Primary Duties and Responsibilities:** **Strategic Leadership** + Define Fuelight 360's marketing science roadmap, evolving MMM methodologies to remain at the leading edge of analytics innovation. + Advocate for effective resource allocation and ROI optimization while serving as a thought leader in marketing analytics. + Transform complex analytics into actionable business strategies, delivering clear insights to senior stakeholders at global and regional levels. **Analytics Development & Governance** + Oversee the development, deployment, and governance of Fuelight 360 models measuring marketing effectiveness across multiple channels: Owned, Earned, Shared, Paid, and emerging media/non-media touchpoints such as trade and social commerce. + Collaborate with data science teams to ensure data consistency, transparency, scalability, and relevance to guide strategic decisions across the System. + Integrate new data streams and marketing drivers into continual MMM evolutions, ensuring relevance and adaptability to shifting industry landscapes. **Cross-Functional Collaboration** + Work closely with the Fuelight 360 Product Owner, Technical Lead, and Business Integration Lead to align analytics outputs with business needs and objectives. + Partner with global marketing, commercial, financial, and operational networked teams to deliver consistent deployment of Fuelight insights. + Build cross-functional relationships to ensure analytics align with strategic priorities. **Team Management & Capability Development** + Mentor and lead a global team of MCP Intelligence practitioners. Cultivate a collaborative culture and develop advanced technical/business-facing competencies among the team. + Build scalable processes and globally aligned frameworks to empower OUs with actionable insights. Equip Coca-Cola teams with the tools and training necessary to maximize MMM effectiveness. **Performance Optimization & Scenario Planning** + Lead scenario planning and optimization initiatives to improve both operational and strategic resource allocation. Ensure MMM insights drive tangible business outcomes, achieving measurable improvements in ROI. + Implement forward-looking tools and methodologies that assess trade-offs, mitigate risks (e.g., spend wastage), and optimize consumer and trade investments. **Stakeholder Engagement & Innovation** + Deliver compelling narratives to senior leadership that bridge technical analytics with strategic priorities, influencing C-suite decisions. + Conduct training workshops to build organizational knowledge around marketing science and Fuelight 360. + Drive continuous improvement in analytics capabilities while remaining ahead of industry standards and emerging technical advancements. **Related Knowledge & Experience:** **Experience** + **Required:** 10+ years in marketing analytics, econometrics, or business science roles, with 5+ years in leadership roles, managing global-scale teams. + Significant experience implementing scalable MMM solutions across multiple global markets. + Proven track record of optimizing marketing budgets ($1B+ annual scale) in industries such as CPG, retail, or finance. + **Preferred:** Demonstrated success in enterprise-level analytics transformations or scaling proprietary digital analytics platforms. **Technical and Functional Expertise** + Proficiency in Bayesian hierarchy statistical tools, with some knowledge of coding languages (e.g., Python, SQL, R) preferred. + Statistical foundations in probability theories, causal inference, and marketing attribution techniques. + Expertise in marketing mix analysis and reporting with outputs like decomposition, due-tos, elasticities, and ROI optimization metrics. + Deep knowledge of omnichannel media strategies (Owned, Earned, Shared, Paid) and real-time KPI scenario planning. **Leadership & Communication Skills** + Exceptional ability to communicate complex analytics data through simplified narratives for non-technical audiences. + High-impact stakeholder influence, particularly with operating unit leaders and center executives. + Proven experience fostering high-performing, diverse teams that excel in technical innovation and cross-functional collaboration. **Education** + Master's or PhD in Economics, Statistics, Data Science, Marketing Analytics, or a related field is strongly preferred. **Team:** + Lead and mentor a geographically distributed team of 2 - 5 analytics SMEs. + Collaborate extensively with Product Owner, Technical Lead, and Integration Lead, as well as marketing and finance teams across the System. **Skills:** + Advanced proficiency in marketing mix modeling techniques, other marketing effectiveness measurement techniques, and resource optimization methodologies. + Strong communication and storytelling skills across diverse audiences at all organizational levels. + Expertise in strategic influencing, thought leadership, cross-functional collaboration, and mentoring analytics professionals. + Ability to drive long-term business growth through innovation and analytics transformation. **What's in it for you:** + **Impact at Scale:** Influence the allocation of billions of dollars in strategic marketing investments, driving optimization across global markets. + **Innovation:** Be at the forefront of marketing analytics transformation, leveraging proprietary tools and sophisticated methodologies to shape the industry's future. + **Collaboration:** Work closely with global stakeholders at all levels, delivering measurable outcomes and shaping TCCC's resource allocation strategies. + **Career Growth:** Join an innovative organization that invests in leadership development, continuous learning, and global collaboration opportunities. **Skills** Analytics; Python (Programming Language); Influencing; Data Analysis; Media Mix Modeling (MMM); Data Analytics; Omnichannel; R Programming; Digital Analytics; SQL Query Writing; Marketing Strategies; Marketing Insights; Strategic Communication Planning The Coca-Cola Company will not offer sponsorship for employment status (including, but not limited to, H1-B visa status and other employment-based nonimmigrant visas) for this position. Accordingly, all applicants must be currently authorized to work in the United States on a full-time basis and must not require The Coca-Cola Company's sponsorship to continue to work legally in the United States. Pay Range:$189,000 - $217,000 Base pay offered may vary depending on geography, job-related knowledge, skills, and experience. A full range of medical, financial, and/or other benefits, dependent on the position, is offered. Annual Incentive Reference Value Percentage:30 Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target. We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.