Senior Director, Customer & Commercial, NL

Role Purpose 

At The Coca‑Cola Company, we are not just refreshing beverages—we are refreshing careers. Join our Customer & Commercial organization and become part of a global system that values innovation, collaboration, and leadership excellence. 

As a senior member of the FBN Leadership Team, the Senior Director, Customer & Commercial, Netherlands plays a critical enterprise role in shaping the commercial strategy, strengthening system alignment, and delivering sustainable growth across all channels and categories. This leader orchestrates the full commercial engine of the Netherlands business—including RGMX, Channel & Portfolio, AFH/AH development, and commercial operations—ensuring Netherlands delivers strong performance outcomes and market execution excellence. 

Working closely with the Vice president Benelux, bottler partners, OU stakeholders, and cross-functional teams, the Senior Director drives the end‑to‑end commercial agenda, helps inform P&L choices, and ensures it maintains a winning position with consumers, customers, and across the broader system. 

Scope 

• Geography: Netherlands; collaboration with Europe OU and Global functions. 
• System: Works closely with bottler senior leadership and cross-functional KO partners. 
• Team: Leads a high‑performing team of Directors across RGMX, Channel & Portfolio, Operations. 
• Performance Influence: Significant responsibility for commercial, execution, and value creation KPIs; contributes to country P&L through strategic commercial choices. 

What You’ll Do for Us 

Shape and Lead the Commercial Strategy for Netherlands 

• Define and execute the long‑term Customer & Commercial strategy for NL, ensuring alignment with OU priorities and system needs. 
• Translate strategy into clear, actionable choices across channels, categories, customers, and portfolio priorities. 
• Provide strategic commercial direction that influences P&L outcomes, system economics, and long‑term category value creation. 

Lead a Unified Commercial System with Bottling Partner(s) 

• Build and maintain strong, trust-based relationships with bottler senior leadership to drive aligned commercial choices and investment decisions. 
• Orchestrate joint system planning, including annual commercial plans, channel strategies, customer priorities, and execution frameworks. 
• Ensure a single, integrated commercial plan is delivered across the Netherlands market. 

Oversee Integrated RGMX, Channel & Portfolio, and Operational Excellence 

• Lead the NL RGMX agenda (pricing, OBPPC, pack strategy, promo architecture, mix management) to unlock transactions, NSR, GM% and household penetration. 
• Oversee Channel & Portfolio strategy—including Modern Trade, AFH, AH, and emerging channels—ensuring channel propositions are differentiated and anchored in consumer/shopper insights. 
• Guide the commercial operations agenda, strengthening execution routines, PICOS deployment, trade terms excellence, and sales enablement capabilities. 

Accelerate AFH & AH Commercial Development 

• Lead the commercial strategy for Away‑From‑Home (AFH) and At‑Home (AH), ensuring channel‑specific interventions, tailored portfolio plans, and strong execution with bottlers. 
• Oversee customer development strategies across foodservice, QSR, on‑premise, travel & leisure, institutional, e‑commerce, and retail channels. 
• Support customer negotiations, joint value creation plans, and scaled customer playbooks. 

Drive Execution Excellence Across Netherlands 

• Drive commercial performance management with clear accountability for outcomes across revenue, share, transactions, execution KPIs, and customer metrics. 
• Lead robust, action‑oriented routines that prioritize interventions, close gaps, and accelerate growth. 
• Ensure that field execution is consistent, competitive, and anchored in Netherlands‑specific PICOS standards. 

Steward the Brand & Portfolio in Market 

• Enable the translation of global/OU brand strategies into Netherlands‑specific execution plans. 
• Guide innovation, pack‑price architecture, and portfolio deployment to strengthen brand health and drive consumer recruitment. 

Lead and Inspire a High‑Performing, Multi‑Disciplinary Team 

• Lead, coach, and develop a team of Senior Directors, Directors and Senior Managers across RGMX, Operations, Channel & Portfolio. 
• Champion inclusive, collaborative, and networked leadership; foster a culture of speed, empowerment, discipline, and accountability. 
• Build capability across Netherlands commercial community, scaling best practices and replicable plays. 

Qualifications & Requirements 

• 12+ years of experience in Commercial, Operations, Customer Leadership, RGM, Channel Strategy, or broader C&C roles within FMCG or beverage categories. 
• Strong leadership experience managing multi‑disciplinary teams including RGM, Channel, Portfolio, Ops, and/or TMD functions. 
• Demonstrated success operating at senior system levels with bottler partnerships, external customers, and multifunctional leadership teams. 
• Deep understanding of commercial levers: OBPPC, pricing, pack architecture, promo ROI, mix management, category leadership, channel development. 
• Proven ability to shape strategy and translate it into executional plans that deliver measurable commercial and financial results. 
• Strong influencing, negotiation, and communication skills with the ability to drive alignment across complex systems. 
• High analytical and financial acumen with experience using insights, elasticity, and competitive data to guide decisions. 
• Experience in AFH, AH, related commercial models preferred. 
• Ability to thrive in a networked, matrixed environment with high ambiguity and rapid decision cycles. 

Travel: Periodic travel within Europe and beyond, as needed. 

What We Can Do for You 

• Join our team and contribute to driving the growth of some of the world’s most iconic & innovative brands. 
• Impact at Scale: Lead the full commercial engine of one of Europe’s most strategically important markets. 
• Growth & Learning: Access to global best practices, system networks, and continuous capability building in next‑gen commercial leadership. 
• Empowered Culture: Work in an inclusive, agile environment that rewards innovation, collaboration, and performance. 

Confidentiality 

All information received will be treated confidentially and used solely for recruitment purposes in line with applicable data protection regulations. 
This job description outlines the general nature and key responsibilities of the role. It is not an exhaustive list. Duties may evolve to meet other business needs. All information contained herein is confidential and intended solely for internal hiring purposes within the Europe Operating Unit.