At The Coca-Cola Company, our Brand Managers craft a vision for the future of our brands. We’re seeking someone who has a thirst for building brands and can look beyond today and create a vision for where our brands can be tomorrow. Our incumbent will persuade and inspire others and understand the lifetime value a strong brand foundation can bring. We’ve got the resources; you bring the ideas and execute the strategies that deliver cutting-edge excellence in ingredients, innovation, design and marketing.
Position Overview
Lead the development of the most important pillar for Hydration category: Created a roadmap for doubling system profitability through topline growth from improving mix of profitable packs and innovations. Develop an accretive innovation pipeline by testing for consumer desirability, technical feasibility and financial viability.
Function Related Activities/Key Responsibilities
Lead the category strategy for brand Kinley utilizing consumer, category, commercial and industry insights to create winning long-term plans with short-term positive impact for the business.
Deliver profitable, sustainable volume growth in the category, while ensuring continuous improvement of the long-term value for the brands across all markets.Develop integrated marketing plans and outstanding execution in the marketplace.Drive commercialization of brand positioning, innovation, consumer communications/messaging and shopper marketing to deliver brand objectives via clear direction/guidance and effective resource allocation decisionsIdentifies proactive opportunity (volume, profit, connections, assets), competitive benchmarking and insight-based strategy development on existing portfolio.
- Consumer Research & Insights
Develops comprehensive understanding of the brand’s consumer base, their attitudes and behaviours to formulate the appropriate integrated consumer marketing and communication programs
Assess attractive local consumer opportunities that are currently untapped by the Company by leveraging consumer research in order to identify new volume and profit growth areas (e.g., new beverage sub-categories, new packaging opportunities, new merchandise categories, new channels of distribution to sell licensed merchandise).
Partner with internal (e.g. R&D, Supply Chain, Commercial, Zones) and external (e.g. customers, bottlers, suppliers) stakeholders to develop new and/or improved products, packaging and programs to meet consumer needs, deliver against brand strategies and drive System value/business objectivesDevelop and communicate written briefs for use by agencies or suppliers (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, licensed or speciality merchandise, etc.) to direct their work activities to generate concepts for effective executionLeads and participates in key global/regional projects to ensure maximum synergy across markets.
Education Requirements
Master's in Business/Marketing/Communications or related field required;
Related Work Experience
Overall 8-10 years of experience in a previous marketing role; preferably a stint in a brand management role with the ability to steward brand initiatives designed to deliver business and brand objectives through the path to purchase (consumer content to in-store execution)
Functional Skills
- Knowledge of syndicated sources (e.g., AC Nielsen, IRI, CCT+, Home Scan) used in the analysis of trended consumer and volume dynamics, as well as knowledge of procedures used to drive increases in volume and brand equity (e.g., marketing programs, licensed/speciality merchandise and/or properties) are needed.
- Must possess the ability to apply basic marketing concepts (e.g., brand positioning, brand architecture, SWOT Analysis, competitive assessment, marketing objectives/strategies, consumer segmentation) used in the development of marketing plans.
Skills
Leadership; Media Planning; Creative Process; Consumer Segmentation; Analytical Thinking; Competitive Assessments; Digital Media Strategy; Quantitative Research; Marketing Strategies; SWOT Analysis; Group Problem Solving; Brand Positioning; Social Media Strategies; Brand Architecture; Channel ManagementAnnual Incentive Reference Value Percentage:15Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.
