Director, Brand Marketing – Diet Coke

At The Coca-Cola Company, we exist to refresh the world and make a difference through loved brands, done sustainably for a better shared future. Working here is more than working for the global beverage leader, it’s an opportunity to be a part of something that can positively impact the world.   Our North America Operating Unit (NAOU) Marketing Teams are responsible for marketing and growing a portfolio of brands – ensuring that each brand connects deeply with local consumers in ways that scale globally.   

Function Related Activities/Key Responsibilities:

• Lead development of the brand strategy utilizing consumer, category, commercial and industry insights to create winning long-term plans with short-term positive impact for the business.  Deliver profitable, sustainable volume growth in the category, while ensuring continuous improvement of the long-term value for the brands across all markets.  
• Manage an established brand and/or a portfolio of established brands to deliver the company’s category volume, share and profit objectives; closely monitor changes in the marketplace to identify gaps and opportunities for new revenue, generating opportunities via innovation, new product-concepts, or brand/flavor/package extensions on existing brands.  
• Help develop short and mid-term (1-3 years) innovation strategy and annual plans for brand and/or portfolio of brands within the North America Operating Unit (NAOU) 
• Develop comprehensive understanding of the brand’s consumer base, their attitudes and behaviors to formulate the appropriate integrated consumer marketing and communication programs which will enhance brand imagery and deliver the appropriate change in consumer attitudes and consumption behaviors towards each brand within the portfolio. 
• Identify proactive opportunity (volume, profit, connections, assets), competitive benchmarking and insight-based strategy development on existing portfolio.  
• Illuminate the brand potential and strategy to inspire key customers and bottlers to drive support and commercial acceleration of brands in key markets and retail channels 
• Identify key business priorities and work with cross-functional partners and agencies to bring brand and retail marketing programs and supporting materials to the marketplace, developing integrated marketing plans and outstanding execution in the marketplace.
• Lead cross-functional teams on work assignments and tasks, provide direction and manage timeline milestones to achieve KPIs and desired objectives 
• Lead / support P&L management for brand net revenue (NR), gross profit (GP), and direct marketing expense (DME) to deliver NAOU brand growth and financial targets 
• Lead and participate in key global/regional projects to ensure maximum synergy across markets in partnership with all departments to maximize outcome and speed.  
• Coach and develop the members of the Marketing Team; participate in the selection process for Marketing associates.

Education Requirements:

• Bachelor’s degree in Business/Marketing/Communications or related field required; Master’s degree preferred.  

Related Work Experience:

• 5 or more years of experience in marketing.  

• 2 or more years of experience in a brand management role with the ability to steward brand initiatives designed to deliver business and brand objectives through the consumer journey (consumer content to in-store execution).  

• 2 or more years managing a team (direct or indirect reports) with a proven ability to deliver results through others.

Functional Skills:

• Strategic Leadership, specifically the ability to Envision the future, Enroll the system and Execute with Excellence
• Insights to Action utilizing data to make business decisions and continuous learning to optimize
• Business Acumen and Analytics–proven ability to manage a P&L, drive volume and profit and utilize data to make decisions
• Marketing Plan Development: experience creating a consumer driven marketing plan to grow equity

Skills

Leadership; Media Planning; Creative Process; Marketing Goals; Consumer Segmentation; Digital Media Strategy; Quantitative Research; Competitor Analysis; Marketing Strategies; SWOT Analysis; Group Problem Solving; Brand Positioning; Social Media Strategies; Brand Architecture; Channel Management; Team Management