Brand Manager, Fuze United States
Primary responsibilities include support leading the brand strategy, development and managing the execution of annual brand plans for FUZE TM, including the Refreshment and Premium line as well as the innovation pipeline for the TM. Included in this is how to leverage marketing, our System, and partners to drive awareness and trial for the brand achieving at the same time, volume and profit objectives.
Other job responsibilities include working collaboratively with agency partners to develop strategic and communication frameworks, executions and plans. Position includes significant project management that includes US only projects and collaborative efforts with other global markets and teams.
Function Specific Activities
• Write short and/or long-term business/brand plans identifying business objectives, strategies, key initiatives and performance measurements by using insights collected from situation assessment, marketplace information, etc. in order to support division/region portfolio and brand growth targets.
• Interact with divisions/customers in order to influence their brand plans during annual business planning process.
• Identify the needs and business objectives of local business units in order to provide marketing services tailored to meet units' brand and business needs.
• Utilize understanding of consumer insights and worldwide trends in order to identify key issues and opportunities for profitable brand growth.
• Develop programs and secure required budget in order to execute brand plan.
• Ensure priorities are handled effectively by modifying plans and actions in your own area of accountability.
• Write Situation Assessment in order to identify and prioritize brand-building opportunities by utilizing data-driven insights (e.g., Nielsen, internal cross-functional reports, consumer research reports, competitive analysis, etc.).
• 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.) to direct their work activities in order to generate concepts for effective execution of marketing programs and objectives (e.g., drive trail, increase loyalty).
• Assess attractive consumer opportunities (global or local) 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).
• Prioritize national and local market initiatives by using data driven insights and tools (e.g., BDI/CDI data, competitive analysis) in order to allocate marketing budgets.
• Create a communication plan using various tools (e.g., newsletters, PowerPoint presentations, face-to-face meetings, video conferencing, etc.) in order to communicate consumer initiative concepts to Divisions/Bottlers/Brokers.
• Communicate global/national brand strategies, initiatives and priorities to system (e.g., Regions, Customer Marketing, Bottlers) in order to ensure system is informed.
• Lead the development, approval, communication and stewardship of core brand policies in order to ensure integrity at the local level.
• Make recommendations (e.g., partner decisions, grow merchandise categories, trademark protection) by analyzing marketing gaps (e.g., Brand, Packaging, Product Development, Licensed Merchandise Categories) in order to identify the business partner that will best activate the chosen opportunities.
• Write creative briefs that clearly articulate communication objectives and success criteria in order to inform and direct agency work and creative development.
• Support brand positioning and related objectives (e.g., building brand awareness, improving brand recall scores) by composing and incorporating advertising goals into the brand plan in order to ensure concept alignment with brand positioning.
• Prepare and distribute written guidelines (e.g., brand, packaging, merchandise, marketing activations, etc.) and reference tools detailing the appropriate "do's and don'ts" in order to gain consistent implementation/imagery.
• Identify new product (e.g., packaging, equipment, merchandise, sourcing, etc.) approaches by conducting competitive SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) in order to create a proprietary advantage for The Company in tapping new growth areas.
• Analyze P&L Risks and Opportunities from initiatives that alter the financial situation of the brand
• Leading cross functional teams to include product package development with R&D, infrastructure planning and project management leadership and working in a matrix structure.
• Direct and execute consumer programs/activation projects including tracking budget, supervising third parties and agencies, following timelines and managing team members in order to achieve outcomes as outlined in the initiative's project charter and/or objectives.
• Support the Field Marketing group to assure a proper training of the ambassadors and have activations aligned to the Brand Vision and Architecture
• Develop materials for monthly reporting in order to have a timely reading of the state of the business
• Guide adherence to a cohesive brand communication plan to ensure continuity of cross-market brand communication and executional platforms by publishing brand toolkits for new brands (including brand architecture, positioning statement, operational marketing strategies, etc…).
Job Requirements
Education: Bachelor's Degree or equivalent work experience
Related Work Experience: At least 2 years
Core Competencies
• Drives Innovative Business Improvements: Develops new insights into solutions that result in organizational improvements; promotes a work environment that fosters creative thinking, innovation and rational risk-taking.
• Balances Immediate and Long-Term Priorities: Seeks to meet critical objectives while considering the impact of those decisions and activities on the ability to achieve long-term goals.
• Delivers Results: Focuses on the critical few objectives that add the most value and channels own and others' energy to consistently deliver results that meet or exceed expectations.
• Imports and Exports Good Ideas: Relentlessly seeks, shares and adopts ideas and best practices in and outside the Company and embraces change introduced by others.
• Develops and Inspires Others: Builds and maintains relationships that motivate, guide, and/or reinforce the performance of others toward goal accomplishments. Develops self and others to improve performance in current role and to prepare for future roles; seeks and provides feedback and coaching to enhance performance.
• Lives the Values: Demonstrates the values of The Coca-Cola Company through words, actions, and by example; fosters an environment that reflects the values of the company.
Technical Skills
• Marketing Concepts: Knowledge of and 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.
• Brand Equity: Knowledge of procedures used to drive increases in volume and brand equity (e.g., marketing programs, licensed/specialty merchandise and/or properties).
• Marketing Operating Strategies: Knowledge of and ability to apply basic marketing operating strategies (e.g., media planning, pricing strategies, trade/consumer promotions) used in the execution of marketing plans.
• Marketing Research Application: Ability to leverage research results into actionable marketing and business building initiatives.
• Marketing Tools/Information: Knowledge of and ability to use marketing tools/information to identify and define consumer/marketplace opportunities.
• Delivering Relevant Local Consumer Strategies: Making consumers and their needs the primary focus of the business; developing, evaluating and selecting consumer-based actions that maximize long-term, profitable volume.
• Brand Marketing Strategy: Knowledge of information used to define brand strategic corridors and develop appropriate business solutions for local market activation.
• Creative Concept Evaluation: Ability to evaluate creative concepts and executions based on creativity, strategic alignment and consumer impact.
• Consumer Focus: Demonstrating understanding of how one's actions and/or work impact the Company's relationship with consumers.
• Creative Brief Development: Knowledge of the creative brief development process.
• Marketing Innovation: Ability to identify and develop innovative ideas (e.g., product, packaging, merchandise, activations) in order to create a proprietary advantage for The Company.
• Thought Generation: Ability to generate new ways of thinking about consumers and our businesses (e.g., experiential marketing, intuitive trend forecasting, product innovation).
Brand Positioning: Knowledge of specific brand positioning and brand architecture of The Company's brands.
• Trend Analysis: Knowledge of and ability to gather, interpret and apply multiple consumer/industry insights and trends used in the development of marketing strategies and programs.
• Syndicated Sources: Knowledge of syndicated sources (e.g., AC Nielsen, IRI, CCT+, Home Scan) used in the analysis of trended consumer and volume dynamics.
• Property/Program Identification: Ability to identify meaningful and relevant programs/properties that will have the most impact on specific target audiences.
• Brand Marketing Development: Ability to lead the development, communication and stewardship of global brand positioning, architectures and policies/guidelines.
• Financial Analysis: Knowledge of and the ability to use basic financial analysis (e.g., Return on Investment, Value Chain Analysis) related to marketing effectiveness, resource allocations and new business opportunities.
• Marketing Research Resources: Knowledge of industry (e.g., consumer, customer, fashion) research resources (e.g., attitude and usage, Nielsen, trend resources) and their application.
• Marketing Property/Program Customization: Ability to customize, communicate and apply a marketing/retail program or property based on the specific needs of a particular region, country or customer.
Honesty and integrity have always been cornerstone values of The Coca-Cola Company. Our passion for people of integrity mirrors our spirited drive for total quality in our brands. These and other elements allow the company to sustain strategic practices and drive business performance. The Personnel Integrity Assurance Program is another step toward making The Coca-Cola Company the premier workplace.
This process includes a pre-employment background investigation that applies to all applicants employees and contractors of the company. The scope of this inquiry may cover such elements as education employment history a criminal history check reference checks and a pre-employment drug screen.
Designated countries or sensitive positions within the company may have more stringent standards.
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.
Other job responsibilities include working collaboratively with agency partners to develop strategic and communication frameworks, executions and plans. Position includes significant project management that includes US only projects and collaborative efforts with other global markets and teams.
Function Specific Activities
• Write short and/or long-term business/brand plans identifying business objectives, strategies, key initiatives and performance measurements by using insights collected from situation assessment, marketplace information, etc. in order to support division/region portfolio and brand growth targets.
• Interact with divisions/customers in order to influence their brand plans during annual business planning process.
• Identify the needs and business objectives of local business units in order to provide marketing services tailored to meet units' brand and business needs.
• Utilize understanding of consumer insights and worldwide trends in order to identify key issues and opportunities for profitable brand growth.
• Develop programs and secure required budget in order to execute brand plan.
• Ensure priorities are handled effectively by modifying plans and actions in your own area of accountability.
• Write Situation Assessment in order to identify and prioritize brand-building opportunities by utilizing data-driven insights (e.g., Nielsen, internal cross-functional reports, consumer research reports, competitive analysis, etc.).
• 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.) to direct their work activities in order to generate concepts for effective execution of marketing programs and objectives (e.g., drive trail, increase loyalty).
• Assess attractive consumer opportunities (global or local) 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).
• Prioritize national and local market initiatives by using data driven insights and tools (e.g., BDI/CDI data, competitive analysis) in order to allocate marketing budgets.
• Create a communication plan using various tools (e.g., newsletters, PowerPoint presentations, face-to-face meetings, video conferencing, etc.) in order to communicate consumer initiative concepts to Divisions/Bottlers/Brokers.
• Communicate global/national brand strategies, initiatives and priorities to system (e.g., Regions, Customer Marketing, Bottlers) in order to ensure system is informed.
• Lead the development, approval, communication and stewardship of core brand policies in order to ensure integrity at the local level.
• Make recommendations (e.g., partner decisions, grow merchandise categories, trademark protection) by analyzing marketing gaps (e.g., Brand, Packaging, Product Development, Licensed Merchandise Categories) in order to identify the business partner that will best activate the chosen opportunities.
• Write creative briefs that clearly articulate communication objectives and success criteria in order to inform and direct agency work and creative development.
• Support brand positioning and related objectives (e.g., building brand awareness, improving brand recall scores) by composing and incorporating advertising goals into the brand plan in order to ensure concept alignment with brand positioning.
• Prepare and distribute written guidelines (e.g., brand, packaging, merchandise, marketing activations, etc.) and reference tools detailing the appropriate "do's and don'ts" in order to gain consistent implementation/imagery.
• Identify new product (e.g., packaging, equipment, merchandise, sourcing, etc.) approaches by conducting competitive SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) in order to create a proprietary advantage for The Company in tapping new growth areas.
• Analyze P&L Risks and Opportunities from initiatives that alter the financial situation of the brand
• Leading cross functional teams to include product package development with R&D, infrastructure planning and project management leadership and working in a matrix structure.
• Direct and execute consumer programs/activation projects including tracking budget, supervising third parties and agencies, following timelines and managing team members in order to achieve outcomes as outlined in the initiative's project charter and/or objectives.
• Support the Field Marketing group to assure a proper training of the ambassadors and have activations aligned to the Brand Vision and Architecture
• Develop materials for monthly reporting in order to have a timely reading of the state of the business
• Guide adherence to a cohesive brand communication plan to ensure continuity of cross-market brand communication and executional platforms by publishing brand toolkits for new brands (including brand architecture, positioning statement, operational marketing strategies, etc…).
Job Requirements
Education: Bachelor's Degree or equivalent work experience
Related Work Experience: At least 2 years
Core Competencies
• Drives Innovative Business Improvements: Develops new insights into solutions that result in organizational improvements; promotes a work environment that fosters creative thinking, innovation and rational risk-taking.
• Balances Immediate and Long-Term Priorities: Seeks to meet critical objectives while considering the impact of those decisions and activities on the ability to achieve long-term goals.
• Delivers Results: Focuses on the critical few objectives that add the most value and channels own and others' energy to consistently deliver results that meet or exceed expectations.
• Imports and Exports Good Ideas: Relentlessly seeks, shares and adopts ideas and best practices in and outside the Company and embraces change introduced by others.
• Develops and Inspires Others: Builds and maintains relationships that motivate, guide, and/or reinforce the performance of others toward goal accomplishments. Develops self and others to improve performance in current role and to prepare for future roles; seeks and provides feedback and coaching to enhance performance.
• Lives the Values: Demonstrates the values of The Coca-Cola Company through words, actions, and by example; fosters an environment that reflects the values of the company.
Technical Skills
• Marketing Concepts: Knowledge of and 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.
• Brand Equity: Knowledge of procedures used to drive increases in volume and brand equity (e.g., marketing programs, licensed/specialty merchandise and/or properties).
• Marketing Operating Strategies: Knowledge of and ability to apply basic marketing operating strategies (e.g., media planning, pricing strategies, trade/consumer promotions) used in the execution of marketing plans.
• Marketing Research Application: Ability to leverage research results into actionable marketing and business building initiatives.
• Marketing Tools/Information: Knowledge of and ability to use marketing tools/information to identify and define consumer/marketplace opportunities.
• Delivering Relevant Local Consumer Strategies: Making consumers and their needs the primary focus of the business; developing, evaluating and selecting consumer-based actions that maximize long-term, profitable volume.
• Brand Marketing Strategy: Knowledge of information used to define brand strategic corridors and develop appropriate business solutions for local market activation.
• Creative Concept Evaluation: Ability to evaluate creative concepts and executions based on creativity, strategic alignment and consumer impact.
• Consumer Focus: Demonstrating understanding of how one's actions and/or work impact the Company's relationship with consumers.
• Creative Brief Development: Knowledge of the creative brief development process.
• Marketing Innovation: Ability to identify and develop innovative ideas (e.g., product, packaging, merchandise, activations) in order to create a proprietary advantage for The Company.
• Thought Generation: Ability to generate new ways of thinking about consumers and our businesses (e.g., experiential marketing, intuitive trend forecasting, product innovation).
Brand Positioning: Knowledge of specific brand positioning and brand architecture of The Company's brands.
• Trend Analysis: Knowledge of and ability to gather, interpret and apply multiple consumer/industry insights and trends used in the development of marketing strategies and programs.
• Syndicated Sources: Knowledge of syndicated sources (e.g., AC Nielsen, IRI, CCT+, Home Scan) used in the analysis of trended consumer and volume dynamics.
• Property/Program Identification: Ability to identify meaningful and relevant programs/properties that will have the most impact on specific target audiences.
• Brand Marketing Development: Ability to lead the development, communication and stewardship of global brand positioning, architectures and policies/guidelines.
• Financial Analysis: Knowledge of and the ability to use basic financial analysis (e.g., Return on Investment, Value Chain Analysis) related to marketing effectiveness, resource allocations and new business opportunities.
• Marketing Research Resources: Knowledge of industry (e.g., consumer, customer, fashion) research resources (e.g., attitude and usage, Nielsen, trend resources) and their application.
• Marketing Property/Program Customization: Ability to customize, communicate and apply a marketing/retail program or property based on the specific needs of a particular region, country or customer.
Honesty and integrity have always been cornerstone values of The Coca-Cola Company. Our passion for people of integrity mirrors our spirited drive for total quality in our brands. These and other elements allow the company to sustain strategic practices and drive business performance. The Personnel Integrity Assurance Program is another step toward making The Coca-Cola Company the premier workplace.
This process includes a pre-employment background investigation that applies to all applicants employees and contractors of the company. The scope of this inquiry may cover such elements as education employment history a criminal history check reference checks and a pre-employment drug screen.
Designated countries or sensitive positions within the company may have more stringent standards.
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.
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