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Senior Director, Marketing – Emerging Categories
The Emerging Category lead will be responsible to continue to establish our presence in key strategic multi-billion-dollar global category in India where we are currently not playing in the overall beverage landscape. The Lead will be responsible for charting out the long-term strategy, the business plan and the entire blueprint for the launch into this category over the coming years in close collaboration with the with Global Category team and the INSWA cross functional team. Approaching with a challenger and entrepreneurial mindset, the person will be responsible for a disruptive marketing plan that will help TCCC to help carve out a clear differentiated proposition in this category.
The role reports into the Vice President of Marketing for the INSWA OU and has a direct team responsibility of 3 associates.
Focus, Scope, & Impact:
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Leads development of annual and multi-year brand growth strategies and business plans for INSWA OU in the new category, working closely with the Global Category Lead. Develops a clear end-to-end business plan for the launch into the segment, ensuring attractive revenue growth and strong system margins
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Partners with internal (Global Category, R&D, Supply Chain, Commercial, Zones) and external (e.g. customers, bottlers, suppliers) stakeholders to develop a winning product proposition supported with packaging and programs to meet consumer needs, deliver against brand strategies and drive System value/business objectives
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Drives commercialisation of brand positioning, innovation, consumer communications/messaging and shopper marketing to deliver brand objectives via clear direction/guidance and effective resource allocation decisions
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Develop and communicate written briefs for use by agencies or suppliers (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, licensed or speciality merchandise, etc.) to direct their work activities to generate concepts for effective execution
KEY SUCCESS PARAMETERS
Experience
12+ years of experience in brand management and/or marketing in a leading global / Indian FMCG company. Experience in an emerging category is an added advantage.
Communication Focus
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Role frequently leads communications with both internal (e.g. global brand, Commercial, Supply Chain & Technical, customer/franchise teams) as well as external (e.g. bottler, customer, agency, supplier) partners
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Interactions include sharing relevant information on brand business plans, influencing others to take action in support, and negotiating components of said plans to enable desired outcomes
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Role interacts frequently (daily) with constituents (internal and external) that may not have completely aligned interests/ objectives
Skills:
Social Media; Key Performance Indicators (KPI); Digital Advertising; Category Management; Branding; Demand Generation; Quantitative Research; Marketing Strategies; Channels Strategy; Customer Insights; Market Segmentation; Qualitative Research; Microsoft Office; Strategy Development; Commercialization Strategies
Our Purpose and Growth Culture:
We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.
We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.
