Senior Manager, Marketing – Mainstream Hydration

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Job Description Summary:

At The Coca-Cola Company, our Brand Managers craft a vision for the future of our brands. We’re seeking someone who has a thirst for building brands and can look beyond today and create a vision for where our brands can be tomorrow. Our incumbent will persuade and inspire others and understand the lifetime value a strong brand foundation can bring. We’ve got the resources; you bring the ideas and execute the strategies that deliver cutting-edge excellence in ingredients, innovation, design and marketing. 

Position Overview:
Lead the development of the most important pillar for Hydration category: Created a roadmap for doubling system profitability through topline growth from improving mix of profitable packs and innovations. Develop an accretive innovation pipeline by testing for consumer desirability, technical feasibility and financial viability.

Function Related Activities/Key Responsibilities:

• Category Management

  Lead the category strategy for brand Kinley utilizing consumer, category, commercial and industry insights to create winning long-term plans with short-term positive impact for the business.

  Deliver profitable, sustainable volume growth in the category, while ensuring continuous improvement of the long-term value for the brands across all markets.  

  Develop integrated marketing plans and outstanding execution in the marketplace. 

  Drive commercialization of brand positioning, innovation, consumer communications/messaging and shopper marketing to deliver brand objectives via clear direction/guidance and effective resource allocation decisions

  Identifies proactive opportunity (volume, profit, connections, assets), competitive benchmarking and insight-based strategy development on existing portfolio. 

• Consumer Research & Insights

  Develops comprehensive understanding of the brand’s consumer base, their attitudes and behaviours to formulate the appropriate integrated consumer marketing and communication programs

  Assess attractive local consumer opportunities that are currently untapped by the Company by leveraging consumer research in order to identify new volume and profit growth areas (e.g., new beverage sub-categories, new packaging opportunities, new merchandise categories, new channels of distribution to sell licensed merchandise).

• Stakeholder Management

  Partner 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

  Develop and communicate written briefs for use by agencies or suppliers (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, licensed or speciality merchandise, etc.) to direct their work activities to generate concepts for effective execution

  Leads and participates in key global/regional projects to ensure maximum synergy across markets.

Education Requirements:

Master's in Business/Marketing/Communications or related field required;

Related Work Experience:

Overall 8-10 years of experience in a previous marketing role; preferably a stint in a brand management role with the ability to steward brand initiatives designed to deliver business and brand objectives through the path to purchase (consumer content to in-store execution)

Functional Skills:

• Knowledge of syndicated sources (e.g., AC Nielsen, IRI, CCT+, Home Scan) used in the analysis of trended consumer and volume dynamics, as well as knowledge of procedures used to drive increases in volume and brand equity (e.g., marketing programs, licensed/speciality merchandise and/or properties) are needed. 

• Must possess the ability to apply basic marketing concepts (e.g., brand positioning, brand architecture, SWOT Analysis, competitive assessment, marketing objectives/strategies, consumer segmentation) used in the development of marketing plans.

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Our Purpose and Growth Culture:

We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.