Director, Integrated Marketing Experience (IMX) - Design & Creative Excellence (ASEAN & South Pacific Operating Unit)

Director, Integrated Marketing Experience (IMX), Design & Creative Excellence – ASEAN & South Pacific Operating Unit 

Reports to: Senior Director, Integrated Marketing Experience (IMX) - ASEAN & South Pacific Operating Unit 

Location: Singapore 

Job Summary: 

ASEAN & South Pacific (ASP) Operating Unit (OU) Marketing is undergoing a step-change to deliver more balanced, sustainable growth, powered by deeper consumer intimacy, stronger integration, accelerated innovation, and data- and tech-enabled precision marketing. The organization is designed to combine local relevance with scale, shift data and technology from experimentation to competitive advantage, and operate through execution with clear accountability for impact and ROI. All roles operate within a tightly integrated OU–Market model, where the OU elevates and enables strategic growth + OU-wide platforms while markets integrate, execute, and track performance with speed and rigor while developing local content, partnership and experiences.  

Focus, Scope, & Impact: 

Based in Singapore, this individual contributor role will lead Design and Creative Excellence across ASP by defining the systems, standards, and capabilities that elevate creative and design performance across markets while directly enabling high-impact execution where required. 

This role ensures creative strategy, content, identity, and design translate into distinctive, scalable, and performance-led brand experiences — connecting insight, creativity, craft, media, and commerce into measurable business impact across the IMX model. 

• Own and govern the ASP Design & Creative Excellence operating model, defining principles, workflows, decision rights, and governance routines that elevate both creative strategy/content systems and design/identity systems across markets. 

• Set the ambition and quality bar for creative and design disciplines, establishing review mechanisms that ensure distinctiveness, cultural relevance, craft excellence, and measurable impact across touchpoints. 

• Lead the development and governance of creative strategy and content systems, including idea development principles, storytelling architecture, modular content frameworks, and social-first experience standards that drive engagement and conversion. 

• Lead the development and governance of visual identity systems, packaging design, VIS, digital assets, and artwork frameworks for brands (local/OU/Global), and ensure global brand systems are executed with rigor and relevance. 

• Shape and guide high-impact creative platforms and strategic directions where required, ensuring ideas are insight-led and aligned to commercial outcomes. 

• Own the end-to-end creative and design flywheel — spanning strategy, concepting, production, adaptation, activation, real-time engagement, and learning — ensuring speed, clarity, and quality at scale. 

• Leverage data, technology, automation, and responsible AI to accelerate speed-to-market, deepen insights, enable modular content, and improve effectiveness across creative and design output.  

• Establish effectiveness frameworks linking creative quality and design craft to brand and commercial outcomes through testing, measurement, and learning.  

• Drive social-first, media-connected, and commerce-enabled experiences built for relevance, participation, and conversion.  

• Ensure creative and design systems meet brand safety, legal, regulatory, and responsible marketing standards.  

• Partner with Studio X, agencies, and production partners to drive operating excellence across speed, quality, utilization, and cost discipline.  

• Own investment/DME governance including budgets, agency rosters, pricing benchmarks, utilization, and value realization across creative and design production.  

• Enable and upskill market IMX, creative, and design teams by embedding shared principles, playbooks, review systems, and capability programs.  

• Scale innovation by translating emerging formats, tools, and practices into repeatable systems across content and design ecosystems.  

• Provide direct strategic and executional leadership for priority initiatives or markets where required, ensuring standards translate into real-world delivery and impact.  

• Lead and develop team capability, ensuring effective delivery of priorities and sustained performance growth. 

• Act as connector across Global, OU, and Markets to align standards, share best practices, and scale future-ready capability. 

What Success Looks Like: A step-change in creative and design speed, relevance, and effectiveness — where brand experiences are distinctive, scalable, and performance-led. 
ASP is recognized for world-class creative thinking and design systems that drive brand love, shelf standout, conversion, and business growth at scale.  

Experience & Critical Requirements: 

• 10+ years of marketing, creative, or design leadership experience across complex matrix environments. 

• Deep expertise across creative strategy, content systems, visual identity, packaging, and design craft. 

• Proven experience establishing scalable systems, governance models, and capability programs across markets. 

• Demonstrated ability to connect creativity and design to measurable brand and commercial outcomes. 

• Experience leveraging data, MarTech, AI, and digital tools to enhance insight generation and execution speed. 

• Track record managing agency ecosystems, production models, and value realization frameworks. 

• Experience managing budgets, benchmarks, and resource allocation across creative or design production. 

• Ability to balance strategic system design with hands-on execution leadership where required. 

• Proven people leadership and talent development experience. 

• Broad marketing acumen across media, commerce, consumer experience, and brand growth. 

• Growth mindset characterized by curiosity, resilience, and commitment to excellence.  

Communication focus:  

• Ability to influence senior stakeholders (OU and Market) through clear articulation of creative and design value to business performance. 

• Ability to translate complex frameworks into practical direction for markets, agencies, and partners. 

• Strong relationship building across functions, agencies, and leadership levels. 

• Comfort operating in ambiguous, evolving environments requiring prioritization and alignment. 

• Ability to turn complexity into clear decisions, actions, and forward momentum.  

• Ability to inspire belief and confidence in new creative and design ways of working. 

About Coca‑Cola ASEAN & South Pacific 

The Coca‑Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. The Coca‑Cola ASEAN and South Pacific (ASP) operating unit serves 25 countries across Southeast Asia, Australia, New Zealand and the Pacific Islands. Our portfolio of sparkling soft drink brands in ASP includes Coca-Cola, Sprite and Fanta. We also offer a variety of water, sports, juice, dairy, and tea brands including Dasani, Mount Franklin, Wilkins, AdeS, smartwater, vitaminwater, Powerade, Fuze Tea, Minute Maid and Nutriboost. We’re constantly innovating and transforming our portfolio, from reducing sugar in our drinks to bringing new and exciting products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and emissions reductions across our value chain. Together with our bottling partners, we help bring economic opportunity to local communities across the region. Learn more at www.coca-colacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn. 

The Coca-Cola Company: Refresh the World. Make a Difference 

We are here to refresh the world and make a difference. Learn more about The Coca-Cola Company, our brands and our purpose.