Marketing Manager Coca-Cola Classic
The Marketing Manager for Coca-Cola is responsible for developing the integrated marketing plans for our biggest brand in Australia which includes but not limited to the development of the 3 year strategy to drive recruitment of new users and retention of current ones and to then subsequently engage the system behind said plans to deliver against our volume, share and brand health objectives. The role likewise includes the people leadership of 3 direct reports, leadership of agency partners and the brand's multi-functional team.
Function Specific Activities:
1. Develop portfolio vision, 3 year NPD outlook, and oversee Brand team development of the brand plan, which includes:
• Development of brand and target audience relevant insights
• Input to, or development of, brand architectures and positioning, where relevant
• Development of brand specific plans, in line with global guidelines, that deliver volume share and profit results
• Understanding of brand positioning, portfolio planning, and data mining for core issues
• Obtaining key stakeholder buy-in to plans (including SPLT & CCA)
• Engagement of CCSP and CCA team with brand vision and tactical execution of plans
• Identification and leveraging of commercial insights to sustain brand performance
2. Oversee Brand team project leadership and execution
• Manage projects (including NPD) via cross-functional teams as required
• Provide leadership on implementation of both ATL (TV, outdoor and digital) & BTL brand tactics including promotions, activations and retail presence. Need to be able to effectively evaluate creative and media plan.
• Ensure key project stakeholders are aligned with goals and embrace change
• Facilitate bottler relationship to activate brand plans and key projects
• Brief and manage agencies to deliver against clear project goals
3. Relationship Management
• Adhere to agreed guiding principles in collaborating with CCA & NZ
• Manage and collaborate with the business across all facets to apply resources to brand portfolio
• Inspire internal and external partners to deliver clear competitive advantage and maintain alignment with projects and plans
• Develop feedback loops to build in information for process change and improvements
• Lead relationship with agencies including reviews and performance management as required
4. People Management
• Coach and manage direct reports to build competencies and deliver gold standard marketing plans and projects
5. Budget and P&L Management
• Management of P&L, volume and DME budgets for portfolio
• Understand and influence product formulation/design, price and distribution
• Tracking and reporting of brand performance and initiation of course-correction activity where required to deliver growth targets
Key Partnerships within this role:
Internal:
• Brand team, technical, legal, PAC, finance, CCSP marketing team, other TCCC markets
• CCA ET leadership team (including Channel GMs), trade marketing, strategy team, customer marketing managers
External:
• Communication agencies (creative, media planning, media buying), Design agencies, BTL agencies
Qualifications & Experience required:
• 10-12 years consumer marketing experience, including consumer opportunity identification and communication development. Solid commercial acumen and experience. Great communication skills especially in oral and written presentations.
• Degree qualified – preferably in business with a major in marketing and/or commerce
• Demonstrated experience in conducting business across multiple complex projects and strategies
• Demonstrated experience working on big and/or global brands
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.
Marketing Manager Coca-Cola Classic
Function Specific Activities:
1. Develop portfolio vision, 3 year NPD outlook, and oversee Brand team development of the brand plan, which includes:
• Development of brand and target audience relevant insights
• Input to, or development of, brand architectures and positioning, where relevant
• Development of brand specific plans, in line with global guidelines, that deliver volume share and profit results
• Understanding of brand positioning, portfolio planning, and data mining for core issues
• Obtaining key stakeholder buy-in to plans (including SPLT & CCA)
• Engagement of CCSP and CCA team with brand vision and tactical execution of plans
• Identification and leveraging of commercial insights to sustain brand performance
2. Oversee Brand team project leadership and execution
• Manage projects (including NPD) via cross-functional teams as required
• Provide leadership on implementation of both ATL (TV, outdoor and digital) & BTL brand tactics including promotions, activations and retail presence. Need to be able to effectively evaluate creative and media plan.
• Ensure key project stakeholders are aligned with goals and embrace change
• Facilitate bottler relationship to activate brand plans and key projects
• Brief and manage agencies to deliver against clear project goals
3. Relationship Management
• Adhere to agreed guiding principles in collaborating with CCA & NZ
• Manage and collaborate with the business across all facets to apply resources to brand portfolio
• Inspire internal and external partners to deliver clear competitive advantage and maintain alignment with projects and plans
• Develop feedback loops to build in information for process change and improvements
• Lead relationship with agencies including reviews and performance management as required
4. People Management
• Coach and manage direct reports to build competencies and deliver gold standard marketing plans and projects
5. Budget and P&L Management
• Management of P&L, volume and DME budgets for portfolio
• Understand and influence product formulation/design, price and distribution
• Tracking and reporting of brand performance and initiation of course-correction activity where required to deliver growth targets
Key Partnerships within this role:
Internal:
• Brand team, technical, legal, PAC, finance, CCSP marketing team, other TCCC markets
• CCA ET leadership team (including Channel GMs), trade marketing, strategy team, customer marketing managers
External:
• Communication agencies (creative, media planning, media buying), Design agencies, BTL agencies
Qualifications & Experience required:
• 10-12 years consumer marketing experience, including consumer opportunity identification and communication development. Solid commercial acumen and experience. Great communication skills especially in oral and written presentations.
• Degree qualified – preferably in business with a major in marketing and/or commerce
• Demonstrated experience in conducting business across multiple complex projects and strategies
• Demonstrated experience working on big and/or global brands
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.
Marketing Manager Coca-Cola Classic
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