Strategic Marketing Manager Coca-Cola

Position Overview:

The closing date for all applications is on the 22nd June 2012

• Provide marketing leadership to the business unit (BU) for identifying, creating and prioritizing profitable volume opportunities for Coca-Cola Trademark (TM.)
• Develop and execute marketing strategies and integrated programs that maximize volume and long-term value of Coca-Cola TM.
• Develop and execute marketing strategies and integrated programs for marketing the category (MTC).
• Nurture an effective working relationship with franchises to ensure proper field execution of marketing strategies
• Ensure alignment with Global and EAG Group vision/guidelines & coordinate best practice/projects while ensuring local relevance

KEY DUTIES/RESPONSIBILITIES:
Implementation of Brand Plans/Strategies:
Secure correct and timely implementation of strategies in cooperation with key BU functions: Technical, Finance, Legal, PA&C, Marketing Communication, Marketing Insights and Strategic Planning, Customer and Commercial Leadership and Bottler to execute brand plans with excellence, evaluate the results and leverage learnings.

Provide timely, accurate and inspirational communication between the Company and Franchises as well as appropriate company departments and management regarding consumer marketing issues/opportunity.

Lead, manage and develop 3rd party agencies in conjunction with IMC organisation (ie. activation, experiential and promotional agencies) to achieve the best execution of brand plans.

Brand Positioning:
Formulate consumer marketing strategies, plans and programs ensuring locally relevant brand positioning.

Ensure franchise alignment with global & BU strategies while catering for the local market business & brand priorities

Develop the Team:
Coach, train, develop and inspire the members of the marketing team (at BU & franchise level).

Ensure the team is engaged and organized for growth in a winning environment.

Lead, motivate and develop capabilities of the BU Marketing community

Vision + Long range planning:
Develop long range strategic plans for the assigned category/brands
Ensure that commitments of resources at franchise level are in place to deliver.

Commercial Input:
Lead programs that drive volume and profit plus increase volume and market share. This includes innovation to create new brands and related profit streams.

Brand Communications:
Ensure strategic brand communications (including advertising, promotion and media plans) via deep consumer understanding, KBI tracking and following global brand/category strategy guidelines, in conjunction with IMC team.

Spend Effectiveness:
Establish and manage marketing budgets and ensure appropriate funding across marketing mix elements of the brand/portfolio and implement programs to drive efficiencies.

Consumer Knowledge:
Work with the knowledge and insights team to develop consumer marketing insights and provide a foundation for marketing strategy and channel management. Co-ordinate the necessary market research tests for assigned brands/category.

FINANCIAL/ JOB SCOPE:

Volume (unit case/gallons) 539m Unit Cases
Retail Customer Locations ±75,000 Direct Supply
Foodservice Customer Locations N/A
Brands/Products 13 Sparkling Brands (6 over 20muc pa), 10 Still Brands (3 over 5muc pa)
Product Launches Annually ±10
Countries Single Country
Currencies Single Currency
Bottlers & types 4 Franchise Bottlers, incl. 2 Top-to-Top. One Intercompany Manufacturing Facility.
Suppliers 1300+
# Vendors & Dollars Managed 1300+ Vendors, $185m+
Management Role:
P&L, Profit Before Tax $ 445m
Operating Budget DME $ 61m+, Opex $ 56m+
Opex dollars influenced $ 56m+
Other Marketing Support Funds = $ 80m+
Countries, BU(s), and/or Group Responsibility Single Country, 43% of Total Group Profit

COMMUNICATION COMPLEXITIES:

Internal/External Contacts Nature and Purpose of Communication
• Integrated Marketing Communications Team
• Knowledge & Insights and Strategic Planning team
• Technical
• Finance
• Public Affairs and Communications
• Legal
• Customer and Commercial Leadership
• Group Marketing Team
• Global Marketing team
• Other BU’s / Groups marketing teams
• Bottler Management
• Business Unit Leadership Team
• Strategy team
• Third Parties: Suppliers/Activation and Promotion Agencies. • Development of brand vision & business plan
• Creation and execution of winning marketing programs.
• Extensive high level strategic/operational interaction to develop and align marketing and business strategies and plans to deliver sustainable system profit growth.
• Trademark protection and Company image projection.


ANALYSIS
• This role is vital to deliver on the long-range plan and requires high engagement and strong leadership skills to lead brand development in a locally relevant way with full alignment of all stakeholders. Often new approaches must be developed especially as we innovate with new ways of doing marketing, new brand dimensions and new communication models
• Understanding the changing consumer, market and competition dynamics and translating these insights to winning brand portfolio strategies and plans.
• Work requires the ability to analyse conceptual information, identification and resolution of complex strategic and operational problems requiring creativity to develop innovative solutions and work effectively in multi-functional teams.
• Value-chain continuously track and find ways of improving
• Making sure brand teams are updated with all global programs, relevant best practises, necessary network to improve synergy, productivity and best in class learning

JUDGMENT AND DECISION MAKING:

Required to do high level recommendations including alternatives to senior management which have already been fully vested and aligned with key partners such as Integrated Marketing Communications team and bottler operations. Leading annual business planning (ABP) process including OBPPC (occasion, brand, pricing, packaging and channel) development for all assigned brands.

INNOVATION
• Expand product portfolio across pack/price segments to satisfy consumer demand.
• Ensure adequate system long and short term marketing capabilities to deliver destinations (people, systems, processes, knowledge and environment).

SUPERVISORY RESPONSIBILITIES:
People management accountability for 4-6 full-time resources (grades 9-12) and oversight of agency engagement and collaboration.

QUALIFICATIONS /COMPETENCIES / SKILLS

Is this position a:
Leader of Self
Leader of Others x
Leader of Leaders
Functional Skills
- Understanding & developing consumer insights
- Building brands and brand equity
- Brand and business health analysis
- Creating consumer marketing strategies and plans
- DNA model understanding (Integrated Marketing Communications, Revenue Growth Management)
- Managing innovation (pipeline management)
- Managing agencies
- Project management
- People management

Competencies:
• Imports and Exports Good Ideas
• Delivers Results
• Balances Immediate & Long-Term Priorities
• Drives Innovative Business Improvements
• Develops and Inspires Others
• Lives the Values

RELATED EXPERIENCE REQUIREMENTS/ QUALIFICATIONS
• Minimum 10 years of experience.
• Brand management / project management / team management experience.
• Commercial knowledge with specific strength on OBBPC development.
• Experience in strategic planning and portfolio management.
• Experience in franchise role leading brand, team & bottler is absolutely necessary to be able to influence markets

EDUCATIONAL REQUIREMENTS:
Education Required Level of Certificate
10 No Degree
11 High School
12 Intermediate Certificate / Associate Degree
13 University/Bachelors degree X
14 University/Advanced degree
15 Postgraduate/Masters degree X preferred
16 Doctorate/JD/Ph.D./MD


PREFERRED QUALIFICATIONS:
CPA/MBA preferred)
Marketing degree / Masters in Business Administration preferred

TRAVEL REQUIREMENTS:
Approximately 30% travel

At Coca-Cola Ltd. (Canada) 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.

Strategic Marketing Manager Coca-Cola