Senior Director, XP Design

Responsibilities

• Experience Design as Business Strategy
• Act as a strategic partner to the CMO and Marketing Leadership Team , contributing to business and brand strategy development from a design and experience perspective.
• Use experience design thinking to influence portfolio strategy, channel prioritization, and consumer engagement models.
• Ensure brand, shopper, and consumer experiences are intentionally designed to drive relevance, differentiation, frequency, and system value .
• End-to-End Experience Leadership
• Lead the design and delivery of holistic brand and shopper experiences across physical, digital, retail, and commerce touchpoints.
• Ensure experiences are human-centric, culturally resonant, and locally relevant , while aligned with global brand platforms and creative standards.
• Oversee the creation of master experience frameworks, design systems, and execution guidelines to enable scale and consistency.
• Shopper & Commerce Experience Excellence
• Provide strategic leadership on shopper and retail experience design , spanning modern trade, traditional trade, on-premise , and e-commerce ecosystems.
• Define experience principles, message matrices, and content strategies that drive impact at the moment of choice.
• Partner with commercial, customer, and bottler teams to ensure strong translation from design intent to in-market execution.
• Creative Strategy & Design Craft
• Set the creative ambition and quality bar for experience design across the organization.
• Remain hands-on where it matters -reviewing, shaping, and elevating key creative and experience outputs.
• Champion brave, innovative, and culturally progressive design solutions that build brand value.
• People Leadership & Capability Building
• Lead, develop, and inspire a high-performing Experience Design organization .
• Build strong design leadership bench , succession plans, and future-ready capabilities.
• Foster a culture of collaboration, curiosity, and accountability across design, marketing, and commercial teams.
• Act as a coach and mentor, developing both creative excellence and strategic thinking within the team.
• Cross-Functional & System Collaboration
• Partner closely with Brand, Category, Commercial, Digital, and Platform teams to ensure seamless experience integration.
• Lead agency and external partner ecosystems, ensuring clear direction, strong collaboration, and high-quality output.
• Serve as a key connection point with global design and brand communities , contributing local insights and adopting global best practices.
• Governance, Effectiveness & ROI
• Ensure experiences are delivered with clarity, consistency, and quality , aligned to brand governance and system standards.
• Define and track measures of experience effectiveness , including brand impact, engagement, and commercial outcomes.
• Manage budgets and resources allocated to experience design initiatives responsibly.
• Key Interfaces
• CMO and Marketing Leadership Team
• Brand, Category, and Commercial Leadership
• Digital, Platform, and Experience teams
• Bottlers and system partners
• Global Brand and Design communities
• Creative, design, and experience agencies
• Qualifications & Experience
• Required
• Bachelor's degree in Design , Marketing, Business, or related field ( Master's preferred).
• Over 1 5 years of experience in D esign, creative strategy, brand design, or shopper/retail experience roles.
• Proven track record of using design to influence business strategy and drive growth .
• Strong people leadership experience, including leading leaders and multi-disciplinary teams.
• Deep understanding of consumer, shopper , and cultural insights.
• Experience managing complex agency ecosystems and large-scale creative investments.
• Preferred
• Experience working in or deeply with the Japanese market and consumer landscape.
• Exposure to digital, commerce, and omnichannel experience design.
• Ability to operate effectively in a matrixed, global organization.
• Leadership Attributes & Skills
• Strategic and systems-oriented design thinker
• Hands-on leader with strong creative judgment
• Credible senior partner to business and marketing leaders
• Excellent communicator and storyteller
• Strong people developer with hig

Benefits

Additional Information

Job Description Summary: The Senior Director, Experience Design is accountable for shaping and leading end-to-end brand , shopper , and consumer experiences across the market, using design as a strategic lever for business growth . This role goes beyond creative execution to act as a core contributor to business and brand strategy , embedding design thinking into commercial priorities, portfolio choices, channel strategies, and system execution. The role requires a hands-on, highly strategic design leader with strong people leadership and communication capabilities-able to inspire teams, influence senior stakeholders, and translate consumer and cultural insights into distinctive, scalable experiences that drive brand equity and business results.

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