Job Description
Lead the development & execution of marketing strategies & plans for the brand to maximize 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.
Key Duties/ Responsibilities
Strategic Thinking/Planning (30%) – 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 Franchise
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 Franchise
Align strategy (with all key stakeholders, including bottlers) across the Franchise to ensure value for the system; Guardian of the integrity of the brand/trademark; develop and maintain competitor intelligence; .
Deliver results (30%) – 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 maximize the business opportunities; Integrate all marketing efforts (advertising, promotions, experiential, marketing assets) within a consistent overall brand plan, including Franchise 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 Franchise/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 (30%) – 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 (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.
Organization Impact/Influence
Franchise Leadership BU Marketing and Specialist teams, Bottler senior managers and cross functional teams, supplier/agency management and 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:
Assistant Brand Manager.
Supporting Service:
Marketing Operations Teams.
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 Commercialization Process
Performance Analysis and Management
Generic Competencies:
Refer to Competency Directory and Provide between 3 – 7 of the highest priority competencies
Building Value Based Relationships
Leveraging And Respecting Others
Problem Analysis / Problem Solving
Strategic Decision Making
Manage Project Management Process
Manage Budgets
Determine Financial Impact
Required Experience:
7 years brand marketing experience in a FMCG environment.
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
Travel Requirements:
Significant travel may be required.
To apply, visit CocaCola Career Page on PeopleClick
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