JOB SUMMARY: 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/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 (20%) – 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 BU; 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 BU; Align strategy (with all key stakeholders, including bottlers) across the BU to ensure value for the system; Guardian of the integrity of the brand/trademark; develop and maintain competitor intelligence; .
Deliver results (45%) – 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 BU 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 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 BU/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 (25%) – 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 (10%) – 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: (BU) Brand Manager: Marketing Director, BU Strategic Marketing Manager, BU 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
Direct Reports ( Position Titles, not names): NO
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
Fluent in English and French
Leadership Behaviors: Leader of Self
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 Experience6 years brand marketing experience in a FMCG environment. EDUCATIONAL REQUIREMENTS: Bachelor’s DegreeCULTURAL 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
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