Brand Manager – BF Portfolio at Coca-Cola

ABOUT THE ROLE

• The Brand Manager for the White Spirits & Super Premium Portfolio will be responsible for the part of the BF Portfolio that includes White Spirits (Gin, Tequila, Rum) and also the Super Premium Whiskeys category of the portfolio.

KEY RESPONSIBILITIES

• Develops & Implements Brand Plans based on CCHBC’s and Brand Owners Consumer Strategy
• Develops and executes all ATL / Digital Engaging Communication
• Evaluates & measures marketing activities including coordination of major PR events and launches as well as high profile events for consumers, trade and media.
• Drive the luxury partnering initiatives across the brand portfolio with like-minded aspirational brands externally.
• Participates in Commercial Planning to align brand priorities.
• Establish and maintain high-level, executive contact with accounts, focusing on the establishment and maintenance of strategic relationships.
• Develops routines and aligns processes with brand owner marketing department.
• Builds effective relationships with advertising agencies.
• Create new opportunities for product development and implement them within the agreed time
• Drives Innovation behind specific Brands
• Identifies opportunities through market insights & Field Sales feedback from the market and drives initiatives leading to profitability.
• Ensures successful launching of all new products/categories & best practices sharing to total team.
• Builds alliances with key cooperating departments through common routines (PS Trade Mkt / Off Trade Team / NKA Team /e-Com)
• Develops a cross-functional team approach and routines (Commercial finance, SC, Procurement and ComEx) to achieve results’.
• Develops and manages the development of the respective Brand Portfolio Annual Business Plan
• Manages performance at Brand level (Volume, NSR, SOM, Consumer KBIs)
• Manage brand budget while ensuring achievement of relevant targets.
• Develops and cascades brand strategy to the total commercial team and leads upwards and towards external stakeholders to drive relevant initiatives.
• Develops internal communication campaign for informing & engaging stakeholders (new launches, campaigns & brand events)
• Establishes performance management routines with marketing & customer insights teams.
• Coordinate the introduction of new products from the development phase and after the launch.
• Achieve agreed level of brand contribution through active monitoring and control of pricing, trade offers and DME (IMAP) spends.

QUALIFICATION & EXPERIENCE:

• Alcohol Category Consumer Marketing Capabilities
• On-Trade (HORECA) Leadership and acumen
• Bachelor’s degree plus 5+ years brand marketing and/or sales experience in a consumer goods environment.
• Spirits/ Beverage Alcohol industry experience is mandatory.
• Overall commercial understanding & business judgment – decision making quality.
• Demonstrated experience in developing, executing, and managing brand plans especially on Super Premium Brands
• Experience planning and/or activating against multicultural consumers: having an “Inclusive Marketing” mindset.