Senior Brand Manager - Stills at Coca-Cola

JOB SUMMARY

• Lead the development & execution of marketing strategies & plans for the brand to maximise long-term volume & profit flow and increase the long-term value of the brand.
• Responsible for Brand P&L, accountable for delivering UC, GP, DME and Brand Contribution goals, managing the set up and day-to-day execution of brand plans, recommending and implementing corrective/adjustment actions up/downside to optimize effectiveness and ensure achievement of targets.
• Nurture an effective working relationship with Franchise/Business Unit/SBU supporting service units and the Bottler(s) and lead proper field execution of marketing strategies.
• Lead, motivate and develop capabilities of the Brand Team (where applicable).

KEY DUTIES/RESPONSIBILITIES

• Strategic Thinking/Planning (25%) - Develop a 3-year portfolio strategy for the brand . Ensure maintenance of brand equity in all initiatives; Develop and communicate the Annual Brand Plan in line with the ABP Process; Communicate and drive Strategy across the business unit; Challenge all aspects of the marketing mix in terms of understanding and awareness of consumer & customer trends and their impact on brand strategy and plans; Manage brand as a business in terms of drivers, opportunities and return; Use financial insight to make principle based strategic decisions which benefit the business unit; Align strategy (with all key stakeholders, including bottlers) across the business unit to ensure value for the system; Guardian of  the integrity of the brand/trademark; develop and maintain competitor intelligence; .
• Deliver results (40%) – Develop and manage brand team (where applicable) to support strategic direction; Establish and drive brand volume, share, and profit objectives; Anticipate situations and develop approaches that maximise the business opportunities; Integrate all marketing efforts (advertising, promotions, experiential, marketing assets…) within a consistent overall brand plan, including business unit and SBU Specialist Support teams; Define marketing DME requirements and proper allocation across the Marketing mix elements; Ensure all brand strategies and plans are consistent with SBU deliverables and business objectives; Actively observe and ensure adherence to quality standards across all brand initiatives across the Franchise; Ensure advertising executions meet agreed success criteria across business unit/SBU; Provide support to countries/territories/clusters (where applicable) in planning & implementation; apply all agreed KO Marketing Process and Procedures; tactical plans are developed and monitored for delivery against strategy; marketing plans implemented, monitored and evaluated in line with Brand Plan; Tracks and analyses brand performance and initiatives.
• System Alignment (20% )- Build Bottler commitment to the annual marketing plan covering consumer and operational marketing objectives; Develop with the Bottler, through marketing operations teams, an effective implementation plan for all marketing activities; Implement appropriate tracking procedures to ensure proper execution of these activities; Monitor plan execution in consistency with TCCC standards; Ensure seamless consumer marketing information flow within the system (from/to Bottler and within TCCC departments).b
• Talent development (15%) where applicable – Conduct audit on marketing personnel against agreed role descriptions and competencies; Build skills within the brand team in all areas of the Marketing Mix driven off an RGM planning mindset & integrated BPPC execution.

FINANCIAL/JOB SCOPE: 

• Accountable for Brand P&L
• Brand totals for: Unit cases, Gross Profit, DME, Brand Contribution
• Brand health measures

ORGANIZATION IMPACT/ INFLUENCE: 

• Extensive Medium to High Level Strategic/Operational Interaction with:

DMD, Business unit Strategic Marketing Manager,  Business unit and SBU Specialist teams, Franchise Marketing teams (where applicable), Bottler senior managers, supplier/agency mgmt. & account management, Channel marketing

• Nature and Purpose of the Interaction: Develop and align brand marketing and business strategies and plans to deliver sustainable system profit growth.

SUPERVISORY RESPONSIBILITIES: 

Direct Reports ( Position Titles, not names): Brand team (where applicable – e.g. Assistant Brand Mgrs & Brand/Marketing Assistants)
Supporting Service: Marketing Operations Teams

            
RELATED JOB REQUIREMENTS/ QUALIFICATIONS: 

Technical Skills:

• Develop Brand Plan
• Maintain Brand Essentials
• Develop and Implement Promotional Activities
• Activate Brand Mix
• Manage Brand Communication Strategy
• Secure Bottler Integration
• Manage Commercialisation Process
• Manage Research Process

Leadership Behaviors:  Leader of Others

• Drive Innovation - Generate new or unique solutions and embrace new ideas that help sustain our business (encompassing everything from continuous improvement to new product and package innovation)
• Collaborate with the System, Customers and Key Stakeholders - Develop and leverage relationships with stakeholders to appropriately stretch and impact the System (Company and Bottler)
• Act Like an Owner - Deliver results, creating value for our brands, our System, our customers and key stakeholders
• Inspire Others - Inspire people to deliver our mission and 2020 Vision, demonstrate passion for the business and give people a reason to believe anything is possible
• Develop Self and Other - Develop self and support others’ development to achieve full potential

Required Experience
8 years brand marketing experience in a FMCG environment. Experience of managing people will be beneficial.

EDUCATIONAL REQUIREMENTS:
Bachelor’s Degree

CULTURAL DIVERSITY: 
Has worked most of his/her career in a collaborative working situation, in which different viewpoints from a range of stakeholders needed to be taken into account to arrive at a productive solution.

ANALYSIS:

• Business issues (full spectrum) – brand level across markets in geography
• People issues (full spectrum)

TRAVEL REQUIREMENTS:  
Significant travel may be required (depending on Franchise)

ADDITIONAL INFORMATION:
Brand Manager and Senior Brand Manager role has the same core competencies. The influencing factors for a Senior Brand Manager role will include time in business, strategic importance of brand, contribution of brand to total business and the like.  Within the Franchise environment a higher degree of strategic direction will be provided by the Business unit, meaning the focus of the Franchise Brand Manager will be on shorter term plans.