At The Coca-Cola Company, we exist to refresh the world and make a difference through loved brands, done sustainably for a better shared future. Working here is more than working for the global beverage leader, it is an opportunity to be a part of something that can positively impact the world. Our North America Operating Unit (NAOU) Marketing Teams are responsible for marketing and growing a portfolio of brands - ensuring that each brand connects deeply with local consumers in ways that scale globally.
Senior Director, Brand Management, Sprite
KEY WORKING PARAMETERS
Focus, Scope, & Impact:
- Leads development of annual and multi-year brand growth strategies and business plans for a brand portfolio (inclusive of 3+ sub brands) in order to deliver against overall brand vision and business objectives in the North America Operating Unit (NAOU)
- Partners with internal (e.g. R&D, Supply Chain, Commercial, Zones) and external (e.g. customers, bottlers, suppliers) stakeholders to develop new and/or improved products, packaging and programs to meet consumer needs, deliver against brand strategies and drive System value/business objectives
- Drives commercialization of brand positioning, innovation, consumer communications/messaging and shopper marketing to deliver brand objectives via clear direction/guidance and effective resource allocation decisions
- Provides direct reports with leadership, clear direction/prioritization, and coaching to achieve work objectives, improve performance and skills, and develop career paths
- Primary interface with global leadership. Provides regional leadership for brand(s) working closely with global category leads
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KEY SUCCESS PARAMETERS
Experience
- 10 or more years of experience in brand management and/or marketing in consumer-packaged goods; beverage experience ideal
- Bachelor's degree required, MBA preferred.
Work Focus
- Ability to develop and articulate multi-year strategic plan and annual business plan for the brand/brands within his/her portfolio within the NAOU.
- Develops a holistic picture of what is required to deliver these plans including alignment of key stakeholders across the value stream and making key decisions on resource needs/allocations.
Communication Focus
- Role frequently leads communications with both internal (e.g. global brand, Commercial, Supply Chain & Technical, Zone customer/franchise teams) as well as external (e.g. bottler, customer, agency, supplier) partners
- Interactions include sharing relevant information on brand(s) business plans, influencing others to take action in support, and negotiating components of said plans in order to enable desired outcomes
- Role interacts frequently (daily) with constituents (internal and external) that may not have completely aligned interests/ objectives
KEY KNOWLEDGE REQUIREMENTS
1. Possesses a deep knowledge and understanding of the pulse of culture in the U.S.
2. Develop and communication of brand vision inclusive of 'what it takes' to achieve
3. Ability to translate vision/strategy through development of annual brand business plans along with corresponding resource requirements
4. Strong collaboration skills including ability to build partnerships, establish trust & credibility and influence across all levels of leadership
5. Excellent oral and written communication skills with ability to tailor communications to audience and providing clear
6. Ability to effectively prioritize short and long-term business priorities and communicate & manage key tradeoffs and implications
7. System operations within NAOU (bottlers, customers, routes-to-market)
8. Brand portfolio and P&L Management
9. Experience developing and launching step-change innovations
Skills:
Leadership; Media Planning; Portfolio Management; Brand Strategy; Creative Process; Consumer Segmentation; Analytical Thinking; Quantitative Research; Digital Media Strategy; Competitive Assessments; Marketing Strategies; Life Cycle Management (Inactive); SWOT Analysis; Brand Positioning; Group Problem Solving; Social Media Strategies; Brand Management; Brand Architecture; Channel Management