Job at The Coca-Cola Company

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/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 (20%) - 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 BU; 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 BU; Align strategy (with all key stakeholders, including bottlers) across the BU to ensure value for the system; Guardian of  the integrity of the brand/trademark; develop and maintain competitor intelligence; .
•     Deliver results (45%) – 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 BU 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 BU/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 (25%) - 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 (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.

FINANCIAL/JOB SCOPE:

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

ORGANIZATION IMPACT/ INFLUENCE:

•     (BU) Brand Manager: Marketing Director, BU Strategic Marketing Manager,  BU 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): NO
• 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
•     Fluent in English and French

Leadership Behaviors: Leader of Self

•     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 Others - Develop self and support others’ development to achieve full potential

Required Experience
6 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