Director, RGM Segmentation Framework

The Director, RGM Segmentation Framework will report to the Senior Director II, RGM Segmentation & OBPPC Enablement and lead the design, evolution, and application of the NAOU segmentation framework across consumers, shoppers, occasions, channels, outlets, customers, geographies, and physical and digital environments.

The role will serve as the tower’s deepest strategic and analytical expert, identifying and quantifying priority growth pools, developing de-averaging methodologies and segment economics, and translating segmentation into strategic use cases that inform differentiated OBPPC choices. The Director will recommend frameworks and guardrails while Portfolio OBPPC retains final portfolio and package strategy and RGM Execution retains customer and bottler execution.

Key Responsibilities

• Build and continuously improve the common NAOU segmentation taxonomy, methodology, and decision rules across consumer, shopper, occasion, channel, outlet, customer, geography, and digital/physical dimensions.

• Identify, size, and prioritize high-value growth pools using consumer, household, shopper, outlet, customer, syndicated, digital, and financial data.

• Lead de-averaging analyses that reveal materially different needs, economics, and growth opportunities across segments and markets.

• Translate segment insights into strategic OBPPC implications across brand, package, price, assortment, occasion, channel, affordability, and premiumization.

• Develop rigorous segment economics and business cases covering volume, revenue, investment, incrementality, margin, profitability, cannibalization, and system value.

• Design strategic use cases and testable hypotheses for affordability, premiumization, recruitment, frequency, and portfolio-access opportunities.

• Partner with Data & Insights, Finance, Digital Commerce, Marketing, Portfolio OBPPC, Retail Strategy & Digital Capability, and RGM Execution to integrate relevant data and improve segmentation precision.

• Establish analytical standards, data requirements, documentation, and quality controls so segmentation can be applied consistently across NAOU.

• Provide strategic recommendations to the Senior Director II and senior RGM leaders, clearly articulating trade-offs, risks, and value pools.

• Coach team members on analytical methods, use-case design, and application of the segmentation framework.

• Apply agile, test-and-learn approaches to continuously improve the segmentation methodology and priority use cases.

Success Measures

• Adoption of a common, decision-useful NAOU segmentation framework and taxonomy.

• Priority growth pools are quantified, economically differentiated, and incorporated into OBPPC planning.

• Improved precision of affordability, premiumization, package, assortment, occasion, and channel choices.

• Business cases demonstrate measurable incremental growth and system value while managing cannibalization and margin dilution.

• Reusable analytical methods, data standards, and decision rules across categories, customers, bottlers, and markets.

• Strong cross-functional alignment around segment priorities and strategic use cases.

Required Qualifications

• Bachelor’s degree in business, economics, marketing, finance, analytics, statistics, data science, or a related field.

• 8–10 years of experience in Revenue Growth Management, consumer/shopper insights, segmentation, advanced analytics, category strategy, commercial strategy, or related disciplines.

• Advanced analytical capability, including segmentation methodology, opportunity sizing, scenario modeling, and financial business-case development.

• Strong understanding of consumer and shopper behavior across physical retail and e-commerce.

• Ability to integrate multiple data sources and translate complex analysis into strategic recommendations and decision frameworks.

• Strong commercial and financial acumen across price, package, mix, margin, incrementality, and system economics.

• Demonstrated ability to lead ambiguous, cross-functional analytical problems and influence senior stakeholders without direct authority.

• Experience creating new analytical frameworks, methodologies, or commercially actionable segmentation approaches.

• Strong communication and storytelling skills for senior internal and system stakeholders.

Preferred Qualifications

• Experience with household-panel, syndicated, first-party, retail, digital, geospatial, or outlet-level data.

• Experience in OBPPC, affordability, premiumization, price-pack architecture, portfolio strategy, or consumer segmentation.

• Working knowledge of statistical or visualization tools such as Python/R, SQL, Power BI, Tableau, or comparable platforms.

• Experience working across multiple categories, channels, customers, geographies, or bottling partners.

• Agile or test-and-learn experience in commercial strategy or analytics.

• Leadership Capabilities

• Intellectual leadership and strategic curiosity.

• High analytical standards and sound commercial judgment.

• Ability to create clear frameworks from ambiguity.

• Influence through facts, logic, and compelling storytelling.

• Strong coaching and capability-building orientation.

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.