Senior Manager LATAM CRM and Data

The digital era is defined by changing consumer behaviors driven by tech advances. Consumers enjoy real-time interaction and total connectivity powered by contextual intelligence. This new reality is what pushes the Coca-Cola Company to “shift from TV to digital”, to expand the consumer engagement model beyond the 5 minutes per day they're watching an influencer's video or drinking a beverage. Owned digital experiences and products play a critical role in building 1:1 consumer engagement across the entire consumer journey and life cycle, empowered by rich 1P behavioral data. 

The role has a latam scope, orchestrating CRM & DATA workstream and the end-to-end owned digital experiences and products delivery (from strategy, product and process design, to capability rollout and scaled operation), in collaboration with Brand Categories, IMX Media and AIP, Performance Marketing, O2O, internal and external technology build and scaled operation resources (Platform Services, StudioX, Data and Analytics). 

KEY SUCCESS PARAMETERS 

Experience  

Minimum of 4 – 6 years of digital work experience. Needs to have experience working in cross functional teams and geographies. Needs to have developed owned digital experiences and products with clear consumer value proposition and tangible return on investment. Needs to have agile and entrepreneurship mindset.  Languages: English is required.

Work Focus 

• Coordinate Digital ecosystems avoiding isolated solutions and inconsistent experiences for users. Create harmonization in on our models, and use it to constantly enhance and iterate our digital solutions.

• Leverage the digital landscape and data to design consumer relationship strategies that:  

• Maximize consumer engagement & retention.  

• Segment consumer audiences to better serve brand audience (e.g. personalized, contextual marketing)  

• Develop CRM solutions in partnership with PS with and on going relationship culture versus campaigns flights only.   

• The CRM/Data lead plays a key role in disrupt the way we do marketing and educate/spread that throughout the organization.  

• Responsible for initiatives that will map and increase the consumer Life-time value (LTV) of TCCC trademarks, and therefore implement new ways of measuring success.  

• Great understanding and passion for the data, CRM and e-commerce   

• Leading owned digital experiences and products’ (including but not limited to website, mobile APP, messaging platform, 1st party data driven CRM) strategy and roadmap, financial model and OKR, governance and operating model, capability rollout and migration plan design.  

• Converting consumer insights and multi-variant testing results into action 

• Leverage personal network and knowledge of digital tools to drive competitive experience and product advantage   

KEY KNOWLEDGE REQUIREMENTS 

Mastery Of (Required)

• Digital Data Driven marketing

• CRM 

• Digital marketing and growth strategy

• Digital consumer acquisition and activation

Broad Expertise In (Good To Have)

• UNDERSTANDING OF CX

• Agile scrum methodology 

• Design thinking methodology

• MARKETING KNOWLEDGE AND BRAND BUILDING

• Digital product management (Product Owner)