JOB TITLE: SENIOR BRAND MANAGER - STILLS
POSITION OVERVIEW:
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 Spe...t 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
Spe...t 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 Commer...ation 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 REQUIREMENTS
Bachelor's Degree
CULTURAL DIVERSITY
Has 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.
ANALYSIS
Business issues (full spectrum) – brand level across markets in geography
People issues (full spectrum)
Judgment and Decision Making
See key duties/responsibilities
TRAVEL REQUIREMENTS
About 25% within Franchise, Business Unit
WORKING CONDITION
As per work location
CLICK HERE TO APPLY
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.
DUE DATE: 10th December 2013
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