Job Title: Senior Brand Manager - Stills
Position Overview:
The closing date for this position is Tuesday, 10th December 2013
- 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/Division/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 and 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 Division;
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 Division; Align strategy (with all
key stakeholders, including bottlers) across the Division 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 Division 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 Division/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 (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).b
- 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
Organizational Impact/Infuence
Extensive Medium to High Level Strategic/Operational Interaction with: BU
Marketing Director , BU Strategic Marketing Manager, BU 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
Direct Reports; Brand Manager - Stills
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:
- Imports and Exports Good Ideas
- Delivers Results
- Balances Immediate & Long-Term Priorities
- Drives Innovative Business Improvements
- Develops and Inspires Others
- Lives the Values
Required Experience
8 years brand marketing experience in a FMCG environment. Experience of managing people will be beneficial.
Educational RequirementsBachelor's Degree
Cultural DiversityHas
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.
AnalysisBusiness issues (full spectrum) – brand level across markets in geography
People issues (full spectrum)
Judgement and Decision MakingSee key duties/responsibilities
Travel Requirements
About 25% within Franchise, Business Unit
Working ConditionAs per work location
How to ApplyClick Here to Apply
10th December 2013
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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