Senior Director: Live Experience Amplification

The role will report to VP Global Assets, Influencers & Partnerships 
This role sits within the global EPICS team.   Entertainment Partnerships, Influencer, Culture and Sports. 

EPICS is a team that is at the epicentre of culture, passion point marketing and live experiences. With consumer centricity at the core, we strive to create and enable meaningful experiences with our brands through the things that our consumers and customers deeply care about. Our role is threefold:   

We live in today’s cultural zeitgeist and operate across our portfolio of brands with the goal of converting fans to weekly + consumers while driving relevance, equity and brand cool.   

We have a unique opportunity to drive meaningful and innovative value for our largest customers across the system via our strategic partnerships, the scalable retail activations we activate and through the pass-through rights we can offer.   

We partner with organizations that can contribute to or add enhanced value to our corporate reputation via advocacy and association.  

The Senior Director of Live Experience Amplification will be responsible for creating and aligning the infrastructure and capabilities across the organization to truly leverage in real time the best-in-class live experiences we create across the system around our major assets and partnerships. 

Live Experiences are becoming more and more important in today’s marketing mix and our ability to connect with consumers through things that they care about is key to the success of our business going forward. When you combine live experiences and real time marketing – social and digital focus – you get a 1+1=3 outcome in terms of leveraging the moment and bringing it to live in an efficient scalable way within the construct of the cultural zeitgeist we operate withing. Real time is a philosophy that takes advantage of context, conversations, and micro-cultural moments to quickly adapt, create and boost our brand strategies for the most relevant experience with consumers.  

This role has significant impact globally, requiring regular interactions, influencing and stakeholder engagement with global marketing, global PACS, global platform services, and OU marketing leadership and senior leadership with our strategic partners across the sports and entertainment landscape.  

Critical Responsibilities  

Clearly define and establish the long-term vision, roadmap & processes for the Live Experience Amplification Capability at TCCC: 

• Understand current live event landscape, prioritize the key global and regional events (FIFA, Olympics, Coachella, beetlejuice premiere, etc ) and build the framework to leverage and amplify these events in real time. Create a compelling narrative for the change and build the journey to navigate and influence our Operating Units 

Build the network, Functional Capability and an operational model to deliver: 

• Support Global teams on live sports/entertainment/brand experiences, including management of real-time activations at live events.  

• Provide operational support including technical expertise for management of the event itself where needed, and across TCCC global social channels and how to capture and leverage 1PD through the live events framework  

• Influence Experiential briefs in a way that enables more significant amplification  

• Leverage the influencer playbook and influencer ecosystem to further enhance and advance the adoption of the live experience amplification model  

• Work across our Studio X, Digital and Media teams to further amplify the network effect and existing skill sets and infrastructure  

• Work directly with the external partners and rightsholders to understand and leverage their own ecosystems while working across various KO functions to enable the work to happen in real time.  

Drive change management for implementing the Live Experience Amplification agenda: 

• Act as a change agent, able to transform Marketing by bridging the future and the present, live and social/digital worlds, flexibility and discipline, processes, and iteration, global and regional. 

• Drive synergies of scale, productivity, and operational excellence by challenging and building on existing frameworks/platforms and by importing and exporting great ideas. 

• Influence, align and negotiate with senior leaders and functions across TCCC, to adopt, support and implement the elements outlined in the scope of the role. 

• Operate and interact with global/region resources (CAT, IMX, PACS, etc.) to fully leverage the potential of a networked organization 

• Explore the role of AI to drive more effective and efficient social amplification 

Drive governance and a learning environment within a data eco-system: 

• Lead Live Experience Real-Time / Platform / Brand experiment pilots to build the basis for the governance 

• Work closely with Global & OU IMX, Category, Legal & PACS for efficient cascading of pilots, learnings and agenda across regions without duplications 

• Manage briefs and agency leadership for both Real-Time strategy + Live events coming together  

• Implement capability as new phase / component of the Experience Loop in order to drive understanding, proper planning timelines and resource allocation 

Project Management: 

• Manage various process and capability improvement projects that support selected global and regional live experiences  

• Build and ladder up the planning into LRP cycles and category business plans & key objectives. 

• Ensure commitments are met by monitoring, assessing, and resolving variances in budget, timing, or quality of work while working across multiple stakeholders and constituents internally and externally  

Functional Competencies: 

• Strong strategic capability to drive transformational change in the way live experiences are amplified across the network and how we bring this to life across our key constituent groups  

• Expert knowledge and proven track record in building, maintaining and delivering live experiences at a global or regional level (live event experience is critical)  

• Global experience, global mind-set; experience working across multiple geographies and diverse cultures, backgrounds and experiences to find common ground to inspire action for a new way of driving live experience amplification  

• Deep understanding of the EPICS, media, studio x, digital ecosystems and external platform partners  

• Strong project management skills 

• Strong executive presence and influencing skills with proven ability to provide strategic guidance with Executive level leaders as well as external partners. 

• Thorough understanding of the celebrity and social/media influencer ecosystem and how to plug this in when building live experience amplification programs 

• Ability to build credibility with and influence colleagues and stakeholders across functions at the Global, OU and FLA levels 

• Strong capability around understanding use of tech & AI to optimize and make more efficient comms planning and real time executi 

Experience / Education: 

• At least 10+ years of leadership experience with a large global or multinational company, rights holders or an organization known for its knowledge and experience in developing world-class, business enabling assets and partnership opportunities in the categories of sports and entertainment.  

• Minimum bachelor’s degree  

• Unique mix of instant professional credibility and personal power based on knowledge, expertise and existing reputation broadly in global partnership, live events and/or sponsorship community.  

• Demonstrated experience with key global Assets such as FIFA, Olympics, UEFA, Rugby World Cup, Coachella, Tomorrowland, Influencers etc., with deep knowledge of industry trends and best practices.   

• Demonstrated experience around Social/Digital Marketing amplification   

• Strong listening and interpersonal skills are required to balance interests of multiple stakeholders throughout the organization. Need to possess strong presentation, communication, and influencing skills that are effective at the C-level in a large matrixed organization.     

• Track record for managing a significant amount of resources with the proven ability to influence a globally diverse distributed team with a strong focus on collaboration via the networked model. 

• Ability to work in Agile cross-functional teams and effectively collaborate with OU CIC teams, key stakeholders, and external partners. 

• Experience with local, regional, day-to-day RT operation or for event coverage. 

• Experience working in cross-functional and cross-geographical teams is preferred. Experience working with local markets and/or the bottler is considered an asset. 

• Great written, verbal, and interpersonal communication skills in English.  

• Bias for action on project basis and ability to work under pressure and meet tight deadlines 

Leadership & Management Behavioral Competencies 

• Influences the System:  Applies influence strategies and negotiation skills to achieve win-win results; Adapts style based on the situation and audience. 

• 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. 

• 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.  

Key Interactions:  

• OU Marketing teams  

• Global Category teams 

• IMX, PACS, Category and EPICS Global and local community  

• Platform Services  

• External partners: rightsholders and agency 

Supervisory Responsibility:  

• Indirect Reports: agencies, project teams and contractors 

Travel Requirements:  

• International 25% 

• Domestic 5%