Brand Director, Venturing & Emerging Brands

Position Overview:

The purpose of this role is to accelerate growth in Venturing and Emerging Brands (VEB) to meet the VEB annual and long term business plan through strategic and operational marketing, specifically by:

• Development of brand architecture and vision for VEB brands, strategic assessment of size and prioritization of multiple new business opportunities (such as brand extensions, new category development, etc.), and 3 year innovation plans for VEB brands (including detailed data analysis, consumer insights)


• Leading integration of VEB brand marketing with CCR Commercialization, Product Supply, and R&D functions on annual business planning, commercial integration, new product innovation, and complex market research

Critical Criteria for Success in Role

• Classical Brand Experience: Strong on classical brand architecture development, and ability to scale brand awareness and trial.


• Insights & Analysis: Able to conduct and leverage insights and analysis to inform and shape brand marketing strategy (Nielsen, IRI, SPINS, Matrix, CBL, Landmark, etc.) and devise new resources where standard data is not available.


• Entrepreneurial: Strong passion for Emerging brands. Willing to get in the field and work directly with suppliers, distributors, agencies, sales forces etc……. when required.


• Ability to influence the system: Capable of influencing internal and external constituents such as Executive Leadership Team, CCR Commercial, Product Supply, R&D functions, NSB and third party sales forces, CCR Region and National Sales Teams to drive engagement and action to drive brand awareness and growth.


• Builds Vision and Strategy: Translates the vision into a compelling destination, communicates it to others and takes bold action to deliver upon it; Manages through complexity to provide strategic direction for the future.

Primary Job Responsibilities

• Write long term brand plans including business objectives, strategies, key initiatives and performance measurements to achieve brand growth targets


• Lead the development, approval, communication and stewardship of core brand positioning, architecture and annual/long term integrated brand plans that include advertising, media, consumer promotions, customer and bottler communications


• Create and communicate marketing or research briefs for suppliers and agencies for creative, advertising, packaging, product development, SRA compliance, field marketing and merchandising, to achieve marketing program objectives and execution.


• Develop short term and long term innovation strategies and plans, and work with R&D function to execute through stages and gates process. Leads development of business case, product commercialization through manufacturing, distribution and channels, project management through Stages and Gates.


• No direct reports. Coordination of work across extended cross-functional and cross-company teams.

Education: Bachelor's Degree or equivalent work experience

Related Work Experience: At least 9 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.


• Sets a Winning Example: Demonstrates integrity, including placing Company interests ahead of personal agendas; Makes sound decisions and follows through on them; Demonstrates passion for the Company and its products

Technical Skills

• Brand Marketing Strategy: Knowledge of information used to define brand strategic corridors and develop appropriate business solutions for local market activation.


• Brand Marketing Development: Ability to lead the development, communication and stewardship of global brand positioning, architectures and policies/guidelines.


• 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.


• Brand/System Contribution: Knowledge of the concepts of brand and system contribution and gross profit. This includes an understanding of the drives that influence each and how to apply the concepts when preparing business plans and rolling estimates, evaluating projects and making day-to-day decisions.


• 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.


• Marketing Research Resources: Knowledge of industry (e.g., consumer, customer,) research resources (e.g., attitude and usage, Nielsen, trend resources) and their application.


• Syndicated Sources: Knowledge of syndicated sources (e.g., AC Nielsen, IRI, B3, Home Scan) used in the analysis of trended consumer and volume dynamics.

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.

Brand Director, Venturing & Emerging Brands