Group Brand Emerging Business Thailand
A business leader to drive the development of Emerging Business. Immediate platforms to develop includes Hydration and Dairy with possible future switch or expansion into other product categories
Based in Bangkok, the Group Brand Manager will have a unique opportunity to craft & execute the business opportunity/strategy for the above mentioned platforms.
Working collaboratively with cross functional, cross System (both KO and Bottler), Emerging Business Unit, CoEs, and broader BU and Pacific Group marketing community, this individual will play a critical role in shaping business strategies, lead innovation pipeline and ensure the execution of integrated marketing & commercial plans.
Key Duties / Responsibilities:
Grow the Business
Deeply understand the consumers
• Understands underlying reasons why consumers act and believe as they do in relation to our brands.
• Analyzes and anticipates competitive actions and emerging consumer trends.
Analyze Brand and Business Health
• Generates and leverages significant knowledge and insights about the market, consumers, competition and our customers into actionable plans that strengthen brand equity and consumer/customer loyalty.
• Understands the volume and financial drivers and trends of the business and their current/future impact on brand health.
• Maintains an in-depth understanding of our system (i.e. Company, Bottler, Customers, and Consumer) strengths, weaknesses and available resources in light of the business destination.
• Analyzes KO and competitive brand health along with competitive and industry trends and determines implications for our brands.
Develop Consumer and Brand Based Strategies
• Constantly defines the business perspective for brand and develops ways to further differentiate the brand and strengthen the positioning in the mind of consumers, and relative to competition.
• Reapply CoEs frameworks relevant and connected with local market.
• Identifies significant market opportunities to maximize profitable volume growth for Dairy and Hydration
• Creates multiple sources of competitive advantage by profitably expanding our platforms into economically viable, volume significant segmentation and BPPC
Project and brand management
• Develop, validate, and commercialize product and package innovation for the Platform for immediate and long term implementation
• Actively partner with technical, finance and commercial leadership to convert theory into pragmatic business solutions
• Work with IMC team to develop launch plans and activation materials that have an entrepreneurial approach utilizing resources in a highly effective manner to drive initially small businesses in the short term to businesses of scale in the future
• Plan, strategies, and work with IMC and cross functional teams to execute marketing campaign to achieve business and brand objectives.
• On-going tracking of business performance, IMC campaign and manage brand DME budget effectively
Related Job Requirements / Qualifications:
Marketing Leadership Competencies
Build Brand Value
• Understands the external environment (competitive and market) and identifies new sources of opportunity
• Interrogates data to identify core business levers
• Balances facts with intuition to distill complex opportunities into compelling business cases
• Understands the operational fundamentals of our bottling system
• Leverages financial rigor to prioritize and allocate resources effectively
• Measures financial and equity impact of investments and institutionalizes learning
• Deploys discipline and process to improve impact and speed to market
Build Brand Love
• Anticipates future trends to engage and delight consumers
• Seeks understanding of fundamental human needs and behaviors
• Pursues innovation and change with a mindset of continuous improvement
• Balances intuition and fact to distill complex thought into action
• Demonstrates judgment to define a compelling core creative idea
• Crafts a vision for what the brand / category / market could be
• Persuades and inspires others (consumers, agency, system, suppliers, rights holders, etc) to create belief
Develops and Inspires Others
• Demonstrates leadership through coaching, supporting and inspiring Emerging Business Unit
• Measures performance and holds self-accountable
• Project management skills and good understanding of customer and commercial leadership framework
Educational Requirements/Experience:
• Minimum 10 years of experience in Marketing Management. Bottler, business development, and cross functional experiences are preferred but not required
• Bachelor degree required, MBA desirable.
Organization Impact / Influence:
• Global: Limited interaction & alignment with global Brand Teams.
• Group: Work closely with Marketing Manager to interact & align with Pacific Group marketing team, and senior management.
• Division / Region/ COE: Work closely with Marketing Manager to interact & align with Division, Region marketing and COE leaders with on-going working relationships with marketing teams across all business units.
• Bottler and EBU: Work closely with the cross functional EBU and direct interaction with key bottler partners, Commercial, Planning and Technical VPs, in alignment with the C&O teams, to ensure strategic alignment, planning and focused execution of our marketing plans
• Agency Partners: Direct interaction with regional creative agencies in developing regional creative Platforms
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.
Relocation costs are not provided for this job. By applying for this job, candidates understand and acknowledge that the Company will not provide relocation assistance or support and that relocation will be entirely the responsibility of the candidate.
Group Brand Emerging Business Thailand
Based in Bangkok, the Group Brand Manager will have a unique opportunity to craft & execute the business opportunity/strategy for the above mentioned platforms.
Working collaboratively with cross functional, cross System (both KO and Bottler), Emerging Business Unit, CoEs, and broader BU and Pacific Group marketing community, this individual will play a critical role in shaping business strategies, lead innovation pipeline and ensure the execution of integrated marketing & commercial plans.
Key Duties / Responsibilities:
Grow the Business
Deeply understand the consumers
• Understands underlying reasons why consumers act and believe as they do in relation to our brands.
• Analyzes and anticipates competitive actions and emerging consumer trends.
Analyze Brand and Business Health
• Generates and leverages significant knowledge and insights about the market, consumers, competition and our customers into actionable plans that strengthen brand equity and consumer/customer loyalty.
• Understands the volume and financial drivers and trends of the business and their current/future impact on brand health.
• Maintains an in-depth understanding of our system (i.e. Company, Bottler, Customers, and Consumer) strengths, weaknesses and available resources in light of the business destination.
• Analyzes KO and competitive brand health along with competitive and industry trends and determines implications for our brands.
Develop Consumer and Brand Based Strategies
• Constantly defines the business perspective for brand and develops ways to further differentiate the brand and strengthen the positioning in the mind of consumers, and relative to competition.
• Reapply CoEs frameworks relevant and connected with local market.
• Identifies significant market opportunities to maximize profitable volume growth for Dairy and Hydration
• Creates multiple sources of competitive advantage by profitably expanding our platforms into economically viable, volume significant segmentation and BPPC
Project and brand management
• Develop, validate, and commercialize product and package innovation for the Platform for immediate and long term implementation
• Actively partner with technical, finance and commercial leadership to convert theory into pragmatic business solutions
• Work with IMC team to develop launch plans and activation materials that have an entrepreneurial approach utilizing resources in a highly effective manner to drive initially small businesses in the short term to businesses of scale in the future
• Plan, strategies, and work with IMC and cross functional teams to execute marketing campaign to achieve business and brand objectives.
• On-going tracking of business performance, IMC campaign and manage brand DME budget effectively
Related Job Requirements / Qualifications:
Marketing Leadership Competencies
Build Brand Value
• Understands the external environment (competitive and market) and identifies new sources of opportunity
• Interrogates data to identify core business levers
• Balances facts with intuition to distill complex opportunities into compelling business cases
• Understands the operational fundamentals of our bottling system
• Leverages financial rigor to prioritize and allocate resources effectively
• Measures financial and equity impact of investments and institutionalizes learning
• Deploys discipline and process to improve impact and speed to market
Build Brand Love
• Anticipates future trends to engage and delight consumers
• Seeks understanding of fundamental human needs and behaviors
• Pursues innovation and change with a mindset of continuous improvement
• Balances intuition and fact to distill complex thought into action
• Demonstrates judgment to define a compelling core creative idea
• Crafts a vision for what the brand / category / market could be
• Persuades and inspires others (consumers, agency, system, suppliers, rights holders, etc) to create belief
Develops and Inspires Others
• Demonstrates leadership through coaching, supporting and inspiring Emerging Business Unit
• Measures performance and holds self-accountable
• Project management skills and good understanding of customer and commercial leadership framework
Educational Requirements/Experience:
• Minimum 10 years of experience in Marketing Management. Bottler, business development, and cross functional experiences are preferred but not required
• Bachelor degree required, MBA desirable.
Organization Impact / Influence:
• Global: Limited interaction & alignment with global Brand Teams.
• Group: Work closely with Marketing Manager to interact & align with Pacific Group marketing team, and senior management.
• Division / Region/ COE: Work closely with Marketing Manager to interact & align with Division, Region marketing and COE leaders with on-going working relationships with marketing teams across all business units.
• Bottler and EBU: Work closely with the cross functional EBU and direct interaction with key bottler partners, Commercial, Planning and Technical VPs, in alignment with the C&O teams, to ensure strategic alignment, planning and focused execution of our marketing plans
• Agency Partners: Direct interaction with regional creative agencies in developing regional creative Platforms
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.
Relocation costs are not provided for this job. By applying for this job, candidates understand and acknowledge that the Company will not provide relocation assistance or support and that relocation will be entirely the responsibility of the candidate.
Group Brand Emerging Business Thailand
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