The closing date for this role will be 29th April 2015.
JOB SUMMARY:
- Lead the development & execution of Cola Portfolio marketing strategies & tactical 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/Business Unit/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 (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 business unit; 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 business unit; Align strategy (with all key stakeholders, including bottlers) across the business unit 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 business unit 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 BU 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 business unit/; 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.
- Stakeholder Alignment (20% )- Support Franchise Brand teams to build Bottler commitment to the annual marketing plan covering consumer and operational marketing objectives; Develop with the Franchise Marketing teams , an effective implementation plan for all marketing activities; Implement appropriate tracking procedures to ensure proper execution of these activities against brand palns; Monitor plan execution in consistency with TCCC standards; Ensure seamless consumer marketing information flow within the system (from/to Bottler and within TCCC departments).
Lead and manage collaborative agency teams in the production and development of Integrated Marketing Campaigns. Provide guidance and leadership to all key agency partners and manage the coordination with Franchise Marketing teams.
- 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
ORGANIZATION IMPACT/ INFLUENCE:
- Extensive Medium to High Level Strategic/Operational Interaction with:
BUMD, , Business unit Strategic Marketing Manager, Business unit and SBU 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:
E.g. Responsible in the design of processes and activities, objective setting and follow up, performance evaluations, coaching & feedback, developmental plans, hiring, terminations.
Direct Reports ( Position Titles, not names): Brand team (where applicable – e.g. Assistant Brand Mgrs & Brand/Marketing Assistants)
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
Generic Competencies :
- Building Value Based Relationships
- Building Sustainable Organisational Capabilities
- Leveraging And Respecting Others
- Problem Analysis / Problem Solving
- Strategic Decision Making
- Work In Teams
- Manage Project Management Process
- Translate Information And Data
- Manage Budgets
- Determine Financial Impact
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)
TRAVEL REQUIREMENTS:
Significant travel may be required (depending on Franchise)
ADDITIONAL INFORMATION:
Brand Manager and Senior Brand Manager role has the same core competencies. The influencing factors for a Senior Brand Manager role will include time in business, strategic importance of brand, contribution of brand to total business and the like. Within the Franchise environment a higher degree of strategic direction will be provided by the Business unit, meaning the focus of the Franchise Brand Manager will be on shorter term plans.
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.
Relocation costs are not provided for this job. By applying for this job, candidates understand and acknowledge that the Company will not provide relocation assistance or support and that relocation will be entirely the responsibility of the candidate.
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