Director Marketing - Brand Maaza

Role Overview

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 innovation 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 that 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.

Focus, Scope and Impact

Category Management

• Lead the category strategy utilising 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 commercialisation of brand positioning, innovation, consumer communications/messaging and shopper marketing to deliver brand objectives via clear direction/guidance and effective resource allocation decisions
• Identifies proactive opportunity (volume, profit, connections, assets), competitive benchmarking and insight-based strategy development on existing portfolio.
  
  

Consumer Research & Insights

• Develops a 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 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).
  
  

Stakeholder Management

• 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 objectives
• Provide Creative Strategy leads and IMX teams with leadership, clear direction/prioritization to achieve the business goals. Develop and communicate written briefs for use by agencies or suppliers (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, licensed or specialty merchandise, etc.)
• Leads and participates in key global/regional projects to ensure maximum synergy across markets
  
  

Minimum Qualifications And Requirements

• Bachelor’s degree in Business/Marketing/Communications or related field required; Master’s degree is preferred.
• Overall 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).
• 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.
  
  

What We Can Do For You

• Challenging Work – our unique global system offers constant opportunities to develop world-class skills and a truly international career.
• Iconic Brand: Work on the most recognised brand in the world and be part of developing the brand's next chapter.
• Exposure to World Class Leaders: Availability to global marketing leaders that will expand your network and expose you to emerging digital platforms and marketing insights.
• Creative Team Culture: Be inspired by the best brand leaders and marketers in the world, which creates a creative culture that supports taking risks and innovation.
  
  

Skills

Leadership; Media Planning; Creative Process; Marketing Goals; Consumer Segmentation; Quantitative Research; Competitor Analysis; Digital Media Strategy; Marketing Strategies; SWOT Analysis; Brand Positioning; Group Problem Solving; Social Media Strategies; Brand Architecture; Channel Management; Team Management

Annual Incentive Reference Value Percentage:30

Annual 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.