Sr. Director, PACS Asset Activation

Overview

The Senior Director I, PACS Asset Activation is a senior PACS (Public Affairs, Communications, Sustainability) leader responsible for ensuring Coca‑Cola’s most important enterprise assets are activated by PACS with cohesive, high‑impact strategies that deliver maximum impact. These assets focus on major global platforms such as the FIFA World Cup and Olympic Games, as well as North America (Canada & USA) Marketing Assets and other initiatives with significant reputational, cultural, or financial value for the system.

This role serves as a strategic integrator and orchestrator — bringing together Communications, Public Affairs, Sustainability, Community, and system partners to develop and deliver PACS‑wide plans that maximize impact, manage risk, and create clarity for stakeholders. The focus is on Marketing assets and key initiatives that require Cross-Functional and Cross-enterprise coordination within TCCC, Bottlers and external Partners, senior‑level engagement, and disciplined execution.

Acting as a trusted advisor, connector, and program lead, this role ensures PACS shows up with clear strategies, aligned messaging, and follow‑through — making the team streamlined and effective in how we activate our most valuable opportunities.

• Lead the development of PACS wide activation strategies for priority enterprise assets, ensuring cohesive planning across communications (including employee engagement and external comms), public affairs, sustainability, community, and system engagement.
• Set clear expectations for PACS involvement, roles, and deliverables — serving as a central point of coordination for internal and external stakeholders.
• Deliver PACS plans that are connected to broader NAOU and enterprise priorities and are executed as intended.
• Ensure activations are integrated into NAOU strategies, broader cross functional work streams and global narratives, while maintaining strong connectivity to the broader TCCC system.

• Partner closely with Communications team to shape and deliver integrated communications strategies that maximize visibility, credibility, and impact across priority assets.
• In conjunction with the broader team, orchestrate and support earned, owned, internal and system communications activations to engage associates, working closely with agencies as required.
• Directly lead and execute communications work as additional capacity or senior hands-on support is required, including development of messaging, narratives, briefing materials, content, and activation plans for high visibility moments tied to enterprise assets.
• Provide hands on communications leadership during peak moments, working alongside Communications colleagues to ensure speed, quality, and consistency across external, internal, and system communications.
• Ensure strategies reinforce Coca‑Cola’s commitments to sustainability, wellbeing, community impact and legacy by partnering with Sustainability and Community & Social Impact teams to embed these priorities into planning and execution.
• Support the design and delivery of community, social impact and sustainability programs tied to enterprise assets, providing additional leadership and execution capacity to ensure programs are well planned, resourced, and delivered with credibility and care.
• Maintain accountability for delivering aligned, high‑quality communications and engagement plans across audiences, formats, and channels.

• Serve as the PACS lead and primary point of coordination, ensuring clear alignment across teams, stakeholders, governance bodies and the broader Coca‑Cola system.
• Drive strong two‑way communication between leadership, PACS teams, internal functions/other OUs as required, bottling partners, and external stakeholders, anticipating issues and supporting informed decision‑making.
• Act as the PACS PMO, establishing governance, managing timelines, budgets, risks, and resources, and ensuring disciplined execution and follow‑through to ensure initiatives are delivered on time and on budget.
• Facilitate approvals and executive readiness, including messaging, materials, and coaching for leaders participating in public, media, or stakeholder…