Director, Marketing – Emerging Categories

At The Coca-Cola Company, our Brand Managers craft a vision for the future of our brands. We’re seeking someone who has a thirst for innovation and can look beyond today and create a vision for where our brands can be tomorrow. Our incumbent will persuade and inspire others and understand the lifetime value that a strong brand foundation can bring. We’ve got the resources; you bring the ideas and execute the strategies that deliver cutting-edge excellence in ingredients, innovation, design and marketing. 

Business Title: Director, Marketing – Emerging Categories

Reports Into: Senior Director, Marketing – Emerging Categories

Location: Gurgaon, Haryana (IN)

Focus, Scope and Impact

Category Management

• Lead the category 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.  

• Develop integrated marketing plans and outstanding execution in the marketplace. 

• Drive commercialization of brand positioning, innovation, consumer communications/messaging and shopper marketing to deliver brand objectives via clear direction/guidance and effective resource allocation decisions

• Identifies proactive opportunity (volume, profit, connections, assets), competitive benchmarking and insight-based strategy development on existing portfolio. 

Consumer Research & Insights

• Develops comprehensive understanding of the brand’s consumer base, their attitudes and behaviours to formulate the appropriate integrated consumer marketing and communication programs

• Assess attractive local consumer opportunities that are currently untapped by the Company by leveraging consumer research in order to identify new volume and profit growth areas (e.g., new beverage sub-categories, new packaging opportunities, new merchandise categories, new channels of distribution to sell licensed merchandise).

Stakeholder Management

• Partner with internal (e.g. R&D, Supply Chain, Commercial, Zones) and external (e.g. customers, bottlers, suppliers) stakeholders to develop new and/or improved products, packaging and programs to meet consumer needs, deliver against brand strategies and drive System value/business objectives

• Develop and communicate written briefs for use by agencies or suppliers (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, licensed or speciality merchandise, etc.) to direct their work activities to generate concepts for effective execution

• Leads and participates in key global/regional projects to ensure maximum synergy across markets 

Minimum Qualifications and Requirements:

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

• Overall 8-10 years of experience in a previous marketing role; preferably a stint in a brand management role with the ability to steward brand initiatives designed to deliver business and brand objectives through the path to purchase (consumer content to in-store execution).

• Knowledge of syndicated sources (e.g., AC Nielsen, IRI, CCT+, Home Scan) used in the analysis of trended consumer and volume dynamics, as well as knowledge of procedures used to drive increases in volume and brand equity (e.g., marketing programs, licensed/specialty merchandise and/or properties) are needed.  Must possess the 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.

What We Can Do For You

• Challenging Work – our unique global system offers constant opportunities to develop world-class skills and a truly international career.

• Iconic Brand: Work on the most recognized brand in the world and be part of developing the brands next chapter.

• Exposure to World Class Leaders: Availability to global marketing leaders that will expand your network and exposure you to emerging digital platforms and marketing insights.

• Creative Team Culture: Be inspired by the best brand leaders and marketeers in the world, which creates a creative culture that supports taking risks and innovation.

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