Marketing Insights Senior Director

The Marketing Insights Director is responsible for leading routine and ad hoc marketing insights and analysis to inform the Marketing strategy, planning and marketing execution for a key customer, while also ensuring that insights play a disciplined role in building consumer driven strategic marketing initiatives and marketing effectiveness, to stimulate beverage consumption and reinforce brand equity of Coca-Cola brands.

Through a disciplined and innovative approach, this role will utilize human insights, and data to generate key marketing insights to ensure impactful marketing solutions and execution for future growth. This role is responsible for leading and influencing the customer's marketing strategy and execution as it relates to beverages, based on consumer trends and industry insights.

Additionally, this role will be responsible for leading the development, sell-in, execution, commercialization and analysis of key strategic marketing initiatives, aligned with TCCC and Customer marketing strategy and plan.

Location: Atlanta, GA (hybrid – onsite 3 days Tuesday – Thursday)

Estimated Travel: ~25%

Function Related Activities/Key Responsibilities

• Unleash the full potential and power of marketing insights and analysis (e.g. post program analysis and return on marketing investment) to gain learnings in order to deliver effective marketing strategies, best in class marketing execution and ensure impactful marketing solutions to drive beverage incidence.

• Create, communicate, deliver, test, measure, and automate marketing to more effectively target and drive consumer engagement through consumer driven insights.

• Drive execution and actionable strategies from consumer insights and bring the consumer perspective to making decisions that shape marketing initiatives by leveraging existing proprietary and syndicated data and tools (e.g., NPD/CREST, Technomic, Kantar, DINE, CBL, etc.)

• Partner with Strategy, Insights and Innovation lead to leverage all available research. As needed, lead creation and execution of custom research driven by strategic customer needs following the investigation of existing proprietary and syndicated data (e.g. marketing and merchandising effectiveness)

• Lead development, sell-in, and execution of strategic marketing initiatives, aligned with customer marketing strategy, inclusive of leadership of beverage integration, execution to maximize customer and system value

• Lead value-based relationships between Coca-Cola and customer's Marketing organization and agencies via resource identification / alignment, customer management and communication routines

• Develop and execute retail "go-to-market" strategies using market knowledge (e.g., industry, competitive set, Company needs) in order to maximize short and long-term growth.

• Develop and communicate written briefs for use by agencies or suppliers to direct work activities to generate concepts for effective execution

• Partner with the enterprise and work across NAOU and Global Marketing resources (including Human Insights, FSOP, Channel, Brand, etc.) to bring in best practices, tools, and learnings 

• Serve as marketing generalist, stewarding consumer insights, industry trends, innovation, digital and social, consumer initiatives and media leadership with organization

Education Requirements: 

• Bachelor’s Degree: Master’s Degree preferred. 

Related Work Experience: 

• Minimum of 10+ years related experience in Marketing Strategy and Insights, Analytics, Customer Management, Advertising Development, Promotion Development, and Digital/IMC

Key Capabilities:

• Human-Centered Design Applies human-focused approach and creative thinking to solve complex problems and create new solutions and opportunities for growth.

• Data Analysis and Human Insights: Collects, analyzes, and interprets data, to identify patterns, opportunities, and gaps, and integrate across disparate data sources. And to reach conclusions and/or presents insights and findings 

• Story telling: Prepares, crafts, and delivers a memorable narrative to engage audiences

• System Leadership and Alignment:  Develops explicit plans to ensure profitability at scale by prioritizing shared value and aligned interests with System partners

Functional Skills:  

• Agile: Demonstrates a mindset and a way of working that empowers us to collaborate with our users to deliver valuable working solutions through iterating and responding to change.

• Customer Value Creation:  Partners with customers to drive short and long-term value growth from our brands, packages, and demand creation. Ability to navigate complex and senior level customer relationships  

• Communication Skills: Ability to communicate complex information and implications both verbally (in interactions with senior customer leaders) and in written presentations, utilizing "storytelling techniques" to communicate a clear, compelling, and cohesive story. 

• Ways of Working: Collaborates as a network to solve meaningful problems 

Skills:

Marketing Strategies; Human Insights; Marketing Insights; Data Analysis; Design Thinking; Storytelling; Customer Management; Influencing