Director, Marketing - Brand Minute Maid

Job Summary

Role Type: Individual Contributor. Reports into: Senior Director, Marketing - Nutrition.

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 innovation 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.

Focus, Scope, and Impact

Category Management

• Lead the category strategy 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
• Provide Creative Strategy leads and IMX teams with leadership, clear direction/prioritization to achieve the business goals. Develop and communicate written briefs for use by agencies or suppliers (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, licensed or specialty merchandise, etc.)
• Leads and participates in key global/regional projects to ensure maximum synergy across markets

Qualifications & Requirements

• Bachelor s degree in Business/ Marketing/ Communications or related field required; Master s degree is preferred.
• Overall 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).
• 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.

Growth Behavior

• Growth Mindset: Demonstrates Curiosity. Welcomes failure as a learning opportunity.
• Smart Risk: Makes bold decisions/recommendations.
• Externally Focused: Understands the upstream and downstream implications of his/her work.
• Performance Driven & Accountable: Has high-performance standards. Outperforms her/his peers.
• Fast/Agile: Removes barriers to move faster. Experiments and adapts. Thrives under pressure and at a fast pace.

Disclaimer: This job posting has been aggregated from external source. Role details, content, and availability are subject to change. Applicants are advised to confirm the latest information directly on the company website before applying.