POSITION OVERVIEW:
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/Division/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 AND 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 Division; 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 Division; Align strategy (with all key stakeholders, including bottlers) across the Division 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 Division and SBU Spe...t 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 Division/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
ORGANIZATIONAL IMPACT/INFUENCE
Extensive Medium to High Level Strategic/Operational Interaction with: BU Marketing Director , BU Strategic Marketing Manager, BU and SBU Spe...t 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; Brand Manager - Stills
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 Commer...ation Process
Manage Research Process
GENERIC COMPETENCIES:
Imports and Exports Good Ideas
Delivers Results
Balances Immediate & Long-Term Priorities
Drives Innovative Business Improvements
Develops and Inspires Others
Lives the Values
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)
Judgment and Decision Making
See key duties/responsibilities
TRAVEL REQUIREMENTS
About 25% within Franchise, Business Unit
WORKING CONDITION
As per work location
CLICK HERE TO APPLY
At The Coca-Cola Company you can cultivate your career in a challenging and dynamic environment. We are the largest manufacturer and distributor of nonalcoholic drinks in the world-selling more than 1 billion drinks a day. Unlock your full potential with a future-focused company that is known and respected throughout the world.
DUE DATE: 10th December 2013
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