The Senior Manager will develop and manage SMDD (Supermarket, Drugstore & Discount store) channel/shopper marketing strategies and solutions in partnership with our brand marketing team as well as bottlers/customers to drive value, increase beverage incidence, recruit category weekly users and improve profitability. This position will play a critical role in the annual business planning process, in developing shopper and channel growth strategies and retail instore & digital activation. We are looking for a highly strategic, collaborative, innovative and results-driven channel/shopper marketing leader with an entrepreneurial spirit, digital mindset, and exceptional communication skills.
What You'll Do for Us
Conduct opportunity assessment for SMDD channel & shoppers together with strategy/insights teams. Define key opportunities within Consumer Need Pillars and consumption occasions. Jointly develop/align target and measurement process.
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Develop LRP & ABP strategy/target and plan for SMDD channel. Conduct KBI & KPI tracking on weekly/monthly basis and course-correct plans to ensure the target is met.
Develop holistic strategy and activation program for SMDD channel, which includes effective messaging by touchpoint, clear instore Picture of Success, relevant shopper promotional/activation programs, and 360 integrated activation plan including proximity/retail digital media.
Take leadership and ownership in developing the above cross-functionally together with marketing and SMDD channel team members as well as managing agency and suppliers.
Lead conversation with Bottlers and reach alignment on target and execution plan.
Seek out and leverage internal tools and resources to accelerate shopper activation. Proactively connect with Global CCL community as well as domestic industry experts.
Ownership in leading this important topic in LRP and ABP process. Develop and conduct presentations to top management of both TCCC and Bottling Partners.
Qualification & Requirements
Minimum Required: Bachelor's degree in Marketing/Business or equivalent education. MBA preferred.
5+ years of marketing/brand experience in the field of fast-moving consumer goods (FMCG)
Experience in commercial and/or customer leadership including customer facing and key accounts
Advanced Strategic Thinking & Application (Immediate & Long Term)
Ability to recognize, understand, and interpret consumer/shopper behavior, brand strategies, channel needs while turning this knowledge into actionable initiatives and results
Demonstrated personal leadership skills and influencing ability
Effective oral and written communication skills with the ability to create persuasive selling stories.
Solid Project Management, influencing & communication skills are required
Must possess the ability to deliver projects in a complex matrix organization (multi-market & functions)
Experience with digital marketing, social media, promotional events, and marketing campaigns (preferred)
Knowledge of bottlers operations, consumer/shopper/trade insights (preferred)
Working knowledge of media and agency management (preferred)
Fluent in English (business: reading, writing and basic conversations, making presentations)