Senior Manager, Brand Management, Topo Chico

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 Specific Activities:

• Write short and/or long-term business/brand plans identifying business objectives, strategies, key initiatives and performance measurements by using insights collected from situation assessment, marketplace information, etc. to deliver brand growth targets.

• Develop marketing plans which support strategic initiatives to deliver annual business plans.

• Develop and communicate written briefs for use by agencies (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, etc.) and direct their work activities to generate concepts for effective execution of marketing programs and objectives.

• Assess attractive consumer opportunities that are currently untapped by The Company by leveraging consumer research and in market performance to identify new volume and profit growth areas (e.g., new beverage sub-categories, new packaging opportunities, new merchandise categories, new channels of distributions, etc.).

• Interact with customer teams to influence their business plans during annual business planning process.

• Provide direction, leadership and coaching to cross-functional team members for project teams. 

• Provide on-going business analysis to identify and prioritize brand-building opportunities by utilizing data-driven insights (e.g., Nielsen, internal cross-functional reports, consumer research reports, competitive analysis, etc.).

• Deliver brand plans presentations to sales team, customers, and agency partners

• Manage budgets and project spending

Functional Skills:

• Brand Equity: Knowledge of procedures used to drive increases in volume and brand equity.

• Marketing Concepts: Knowledge of and ability to apply basic marketing concepts (e.g., brand positioning, brand architecture, SWOT Analysis, competitive assessment, marketing objectives/strategies, consumer segmentation) used in the development of marketing plans.

• 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.

• Agency Management: Ability to manage and inspire agency performance.

• Delivering Relevant Consumer Strategies: Making consumers and their needs the primary focus of the business; developing, evaluating and selecting consumer-based actions that maximize long-term, profitable volume.

• Creative Brief Development: Knowledge of the creative brief development process.

• Creative Concept Evaluation: Ability to evaluate creative concepts and executions based on creativity, strategic alignment and consumer impact.

• Analytical Rigor: Ability to utilize syndicated, custom and secondary research to identify opportunities / issues for the business and implications to brand plans and marketing tactics.

• Ability to conduct root cause analysis incorporating category trends and competitive dynamics to inform brand strategy and identify opportunities for competitive advantage within the category.

• Proven ability to develop and deliver persuasive data-driven presentations to senior management, advocating for brand and category growth opportunities and influencing resource allocation.

​Requirements:

• 3+ years of classical brand marketing experience

• Bachelor’s degree required; MBA preferred 

• Strong analytical skills, strategic thinking, creative thinking, team leadership, planning, organizing, problem solving skills.

• Results focused, with examples to prove it

• Experience with Nielsen or IRI, BASES and other quantitative research tools

• Passion for understanding consumer behavior

• Ability to adjust on the fly and thrive in an ever-changing environment

What We Can Do For You

• Iconic & Innovative Brands: Our portfolio represents over 250 products with some of the most popular brands in the world, and we’re always innovating.

• Expansive & Diverse Customers: We focus on a diversified and large range of customers each day. 

• Critical experiences: We work as a global network with a wide range of cross-functional partners to step-change the way we refresh the world and make an impact every day. 

Skills

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