The closing date for this role will be 24th February 2015.
JOB SUMMARY:
- Lead the development and execution of localised marketing strategies & plans for the brand portfolio, in line with the strategic direction and guidelines determined by the Business Unit Strategic Marketing Team, across the Franchise to maximise long-term volume & profit flow and increase the long-term value of brand portfolio.
- Provide Marketing leadership to the TCCC system for identifying, creating and prioritizing profitable volume opportunities for the brand portfolio in the Franchise.
- Responsible for Brand portfolio P and L’s, accountable for delivering UC, GP, DME and Brand Contribution goals, managing day-to-day, ensuring plan execution, implementing corrective/adjustment actions up/downside to maximize monthly operating income.
- Nurture an effective working relationship with Business Unit/SBU Strategic and Specialist, country Marketing Teams and the Bottler(s) and ensure proper field execution of marketing strategies.
- Lead, motivate and develop capabilities of the CAF Marketing Team & Bottler Marketing Teams.
KEY DUTIES/RESPONSIBILITIES:
- Strategic Thinking/Planning (15%) – Develop a 3-year portfolio strategy for the Franchise which is aligned to the Business Unit Marketing Strategy and Guidelines; Provide input into the Business Unit Strategic Marketing plans; Communicate and drive localised 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 Franchise brand portfolio and subsequent plans; Manage Franchise portfolio as a business in terms of drivers, opportunities and return; Use financial insight to make principle based strategic decisions which benefit the Franchise; Define Category and Portfolio Segmentation for the Franchise; Approve Portfolio and Brand Strategies in line with agreed segmentation; Align strategy (with all key stakeholders, including bottlers) across the Franchise to ensure value for the system; Guardian of the integrity of TCCC brands/trademarks.
- Deliver results (40%) – Develop and manage team structure to support strategic direction; Establish and drive 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/Marketing plan,; Leverage specialist support of SBU Advertising and Media teams; Support Business Unit Marketing initiatives (e.g. thematic communication, strategic guidelines etc) for consistent integration across the Business Unit; Define marketing DME requirements and proper allocation across the Marketing mix elements; Ensure all Franchise strategies and plans are consistent with Business Unit Marketing and SBU deliverables and business objectives; Actively observe and ensure adherence to quality standards across all 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.
- 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).
- Talent development (25%) – Conduct audit on marketing personnel against agreed role descriptions and competencies; Develop and manage succession plan within the structure; Build skills within the Franchise 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 (all Brands) in Franchise
- Categories growth in all countries : Unit cases, Gross Profit, DME, Brand Contribution, Market Share
- Overall portfolio brand health as measured via Millward Brown’s B3, Nielsen and RED
- SKU (Brands & Packs) Optimization
- Key Customers & Pan African Customers Net Revenue Growth
ORGANIZATION IMPACT/ INFLUENCE:
- Extensive High Level Strategic/Operational Interaction with: Franchise GM, BUMD, Business Unit Marketing Managers/Brand Mgrs & specialist mgrs, SBU Director and Specialist teams, Franchise function Mgrs & Marketing/Operations Teams, Bottler senior managers, supplier/agency/media management and other stakeholder.
- Nature and Purpose of the Interaction: Develop and align marketing and business strategies and plans to deliver sustainable system profit growth.
SUPERVISORY RESPONSIBILITIES:
Direct Reports ( Position Titles, not names): Franchise Marketing Team
Supporting Service: Marketing Operations Teams
RELATED JOB REQUIREMENTS/ QUALIFICATIONS:
Technical Skills:
- Establish & drive marketing vision in the Franchise
- Manage Portfolio Marketing Mix
- Monitors Development of Brand Essentials
- Manage Portfolio Commercial Mix
- Monitor Portfolio Communication Strategy
- Monitor New Brand Development Process
- Secure Bottler Integration
- Support Implementation of country/territory/cluster Plans (where applicable)
- Negotiation
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
- 10-12 years job experience, at least 8 years marketing in FMCG industry. Extensive knowledge/experience of consumer driven brand/portfolio management would be advisable. General Management skills would be beneficial.
- Experience in working under a matrix structure with direct and functional managers reporting lines.
EDUCATIONAL REQUIREMENTS:
Bachelor’s Degree, Masters degree preferred.
CULTURAL DIVERSITY:
- Business issues (full spectrum) – all brands, categories, market shares for all countries in Franchise
- People issues (full spectrum)
- Fluency in English and French a must
TRAVEL REQUIREMENTS
Significant travel may be required
ADDITIONAL INFORMATION:
Higher level of Strategic Direction will be provided by the Business Unit Strategic Marketing Managers than is currently the case. This impacts the level of strategic vs implementation work required in this role, with the former becoming more of localization for the Franchise within the context of the Business Unit strategy vs generation of new strategic thinking and/or drivers.
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.
The post The Coca-Cola Company Job Vacancy in Kenya : Franchise Marketing Manager appeared first on Jobs in Kenya.
