Job Title: Senior Director, At Home

Location: Spain

Reports to: Vice President, Customer & Commercial, Iberia

Role Purpose The Senior Director AH leads the operational backbone of the AH system, ensuring seamless end‑to‑end execution across customers, bottlers, and markets. This leader drives the operational planning, governance, and performance management processes that underpin sustainable growth and channel excellence across hypers, supers, discounters, wholesalers.

The role acts as the system integrator for AH-translating global strategies into scalable operational frameworks, strengthening execution capability, ensuring commercial and equipment programs land with consistency, and elevating operational discipline across the Europe OU. This leader orchestrates across cross‑functional, multi‑market and multi‑bottler environments to drive predictable performance, system alignment, and operational value creation.

Key Responsibilities

- AH Operational Strategy & System Enablement

Translate global AH strategies into OU operational plans, ensuring clear guidance, execution standards, and deployment frameworks for bottlers and markets. Lead the operational planning cycle for AH, integrating customer, channel, commercial and equipment priorities into a unified operating plan.

Represent the operational voice of AH customers in early program design, influencing innovation, portfolio, category vision and equipment solutions to ensure operational feasibility, scalability and system ROI.

- Performance Management & Governance

Lead AH commercial and operational performance management across priority customers and bottlers - monitoring revenue, NSR, transactions, distribution, equipment expansion, compliance, and execution KPIs. Identify performance risks and gaps, deploy corrective actions, and ensure escalation, governance routines, and cross‑functional alignment are in place to deliver targets.

Design and govern multi‑year Joint Business Plans (JBPs) with a focus on operational delivery - investment frameworks, equipment deployment, menu/occasion execution, and operational capabilities.





- Execution Excellence & Capability Development

Ensure our markets adopt best‑in‑class AH toolkits, equipment and visibility strategies, digital solutions, and operational frameworks to deliver consistent execution quality. Partner with General Customer Teams to deploy general operational frameworks in the OU, ensuring capability building, operational discipline, and consistent standards across all AH markets.

Strengthen bottler operational capabilities across route‑to‑market, equipment management, customer activation, and commercial execution.

- Contracting, RFPs & Operational Readiness

Support bottlers’ RFS, commercial and customer teams with contract renewals and new customer acquisition-from operational readiness assessments to frameworks for negotiation, visibility deployment, asset planning, and activation. Lead operational input for tender/RFP responses, ensuring customer value propositions are operationally executable, commercially sound, and aligned with system capability.
- System Orchestration & Cross‑Functional Integration

Serve as the operations integrator for AH across Marketing, RGM, Supply Chain, Finance, Legal, and Franchise Leadership-removing operational barriers and aligning the system behind shared performance outcomes. Drive disciplined operations, governance, and transparent communication across the KO system, ensuring seamless collaboration between Global, OU, market, and bottler teams.
- Category, Portfolio & Asset Deployment

Deploy the NARTD category vision operationally across AH-ensuring activation plans, portfolio solutions, and equipment strategies align with channel roles and deliver consumer recruitment, trial and frequency.



Oversee operational planning for equipment deployment, beverage incidence models, visibility assets, and menu architecture to maximize system value creation.
- Operational Investment Stewardship

Manage customer‑specific DME and operational DME in scope, ensuring disciplined investment tied to operational priorities, efficiency, and measurable ROI. Strengthen investment governance across markets and bottlers.

Qualifications & Requirements 10+ years of leadership experience in commercial operations, customer operations, system execution, key account, or category/operational marketing roles within FMCG or beverage sectors.

Proven operational leadership in multi‑market, multi‑bottler, or franchise systems with the ability to influence and align system partners.

Strong capability in designing, governing, and deploying operational frameworks at scale.

Demonstrated experience in customer operations-contracting, execution programs, equipment management, and channel operations.

Strong financial, analytical and operational acumen, with the ability to interpret performance metrics and apply analytics to operational scenario planning.

Deep understanding of AH channel economics, incidence models, equipment‑led value creation and AH route‑to‑market.

Experience with RGM principles (pricing, pack architecture, promo evaluation, profitability modelling).

Strong planning, governance, collaboration and execution discipline with the ability to mobilize cross‑functional and system teams.

Excellent communication, influencing and stakeholder management skills.

What We Can Do For You Impact & Scale: Operate at the heart of execution excellence for some of the world’s most iconic and innovative brands across Europe.

Growth & Community: Join a diverse and multicultural team dedicated to operational excellence, system leadership, and continuous improvement.

We aim to provide a seamless candidate experience. Due to high volumes, the process may take longer than usual. Thank you for your patience.

📌 Senior Director, At Home – Iberia (Madrid)
🏢 The Coca-Cola
📍 Madrid