Senior Brand Manager, Flavours at Coca-Cola

Job Description

• Lead the development & execution of marketing strategies & plans for the brand to maximize 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/ 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.

Key Duties/ Responsibilities

• Strategic Thinking/Planning (30%) - 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 Franchise
• 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 Franchise
• Align strategy (with all key stakeholders, including bottlers) across the Franchise to ensure value for the system; Guardian of the integrity of the brand/trademark; develop and maintain competitor intelligence; .
• Deliver results (30%) - 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 maximize the business opportunities; Integrate all marketing efforts (advertising, promotions, experiential, marketing assets) within a consistent overall brand plan, including Franchise 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 Franchise/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 (30%) - 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).
• Talent development (10%) - 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.

Organization Impact/Influence

• Franchise Leadership BU Marketing and Specialist teams, Bottler senior managers and cross functional teams, supplier/agency management and 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:

• Assistant Brand Manager.

Supporting Service:

• Marketing Operations Teams.

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 Commercialization Process
• Performance Analysis and Management

Generic Competencies:

• Refer to Competency Directory and Provide between 3 - 7 of the highest priority competencies
• Building Value Based Relationships
• Leveraging And Respecting Others
• Problem Analysis / Problem Solving
• Strategic Decision Making
• Manage Project Management Process
• Manage Budgets
• Determine Financial Impact

Required Experience:

• 7 years brand marketing experience in a FMCG environment.

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

Travel Requirements:

• Significant travel may be required.