- Provide the Franchise with leading edge consumer insights, research processes and tools that facilitate decision-making against business needs and provide in-depth understanding of market dynamics and consumer needs/wants/insights
- Utilise understanding of consumer insights and global trends in order to identify key issues and opportunities for profitable brand growth
- Determine appropriate market research methodologies and techniques by leveraging input from research suppliers and internal experts to derive optimal research protocols
KEY DUTIES/RESPONSIBILITIES:
- Assess strategic consumer opportunities that are currently untapped by the System and leveraging consumer research in order to identify new volume and profit growth areas (e.g. new beverage sub-categories, new package opportunities)
- Steward the development and implementation of insights, research processes and procedures across the Franchise
- Oversee all business unit research initiatives and lead function’s capabilities (Agencies and People) to ensure they deliver against business needs
- Establish and maintain a Brand/Consumer/Customer and Competitor knowledge base to support consumer and business strategies through Market Intelligence
- Work with the Business Planning Team to facilitate management decision guidance by developing and testing hypotheses based on business knowledge (quantitatively and/or qualitatively)
- Ensure global/BU-wide learning’s and trends are reviewed and shared across the stakeholders within the System
- Support the development of Franchise Business Plans and Strategic Management Reviews for categories and brands
- Develop and Manage the Research Budget
- Analyse and interpret research results to deliver business case needs
- Negotiate contracts with third parties in order to provide the Company with necessary marketing opportunities and services
- Lead the development of research capabilities and understanding within the brand team
FINANCIAL/ JOB SCOPE:
Accountable for Research Budget
ORGANIZATION IMPACT/ INFLUENCE
- Extensive High Level Strategic / Operational Interaction with: CEWA BU Marketing Director, Global & Group Brand/Function Directors, Franchise Marketing & Operations Teams, Bottler Management
- Nature and Purpose of the Interaction: Provide leading consumer and business insights to facilitate achievement of planned objectives
SUPERVISORY RESPONSIBILITIES:
Direct Reports ( Position Titles, not names): None
Supporting Service: Marketing Team, Research Agencies
LATED JOB REQUIREMENTS/ QUALIFICATIONS:
Technical Skills:
- Establish and Drive Research Management within the Franchise
- Identify, Modify and Implement Research Tools
- Monitor Implementation of Research Process
- Support Insight Development
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 Others – Develop self and support others’ development to achieve full potential
Required Experience
7-8 years job experience, at least 5 years as a Research Manager in FMCG or Consumer Research industry.
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. Fluency in English and French.
ANALYSIS:
- Marketing Research Application: Ability to leverage research results into actionable marketing and business needs
- Forecasting: Knowledge of and ability to apply information and procedures used to forecast consumer behaviors
TRAVEL REQUIREMENTS:
Significant travel may be required within and outside the Business Unit
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.
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