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Director, Freestyle Marketing

The Coca-Cola Company

  • Location: Atlanta, GA - USA
  • Post Date: 8/5/2019
  • Job Type: FULL TIME
  • Post End Date: Not Available
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Job ID: R-31986

Job Description Summary

Location(s):

United States of America

City/Cities:

Atlanta

Travel Required:

Relocation Provided:

Job Posting End Date:

Not Available

Shift:

Job Description Summary:

The principle job of the Marketing Director of Coca-Cola Freestyle is to transform a machine that dispenses multiple fountain drinks into a marketing asset that will engage consumers and enhance their eating and drinking experience in restaurant for a large national customer. As a marketing asset, Coca-Cola Freestyle must positively alter consumer perceptions of the restaurant brand and increase their propensity to visit the restaurant more often and spend more money on food and beverage on their visits. In sum, the Director of Marketing must re-define the role of soft drinks as part of the overall restaurant experience such that traffic counts are sales and cash flow to operators are increased.
Transforming how consumer experience soft drinks, in a manner that follows the customer's own marketing strategy and operational orthodoxies will require a new innovative approaches and programs that are salient and relevant, capture consumer imagination and compel them to action. Travel is required 30-40%.

  • Conduct a situation assessment of the consumer, operational, competitive and other dynamics that are influencing performance in the market place (starting with three-test markets and expanding for rollout. Analyze these data and develop insights, implications and context for marketing planning.
  • Build a marketing plan (using the strategy developed thus far) that will stimulate consumer interest and action that will increase sales, cash flow and perception sufficient to compel investment in expanding beyond the test to an expanded rollout.
  • Deliver a successful test market that demonstrates the vitality of fountain soft drink category growth potential to earn heightened advocacy and agreement for expanded distribution of Coca-Cola Freestyle across the chain
  • Demonstrate how fountain soft drink marketing can progress beyond product-based benefits to a more robust and profitable interaction-based benefit structure.
  • Lead development of a marketing plan to support the roll-out based on learnings from the test
  • Work with customer to make Coca-Cola Freestyle a strategic priority and ownable point of differentiation vs competition

QUALIFICATIONS:

Related Work Experience: 15+ years, with analytical experience, classical marketing training and experience, work with agencies (directly).   Demonstrated experience: imagining new solutions, embracing innovative marketing process and programing, understanding and being facile with digital and social media milieu and cognizance of the trend and its role in creating relevance. 

Education Required: MBA or equivalent work experience

Technical Skills Required:

  • Brand Marketing Strategy: Practiced experience of developing brand engagement through interaction vs consumer acquisition through the more traditional linear adoption process.
  • Marketing Research Application: Ability to develop, design, conduct, and mine research for findings that generate actionable insights to advance the core marketing strategy and further grow the business  
  • Marketing Concepts: Knowledge of and ability to Imagine, develop and 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.
  • Trend Analysis: Knowledge of and ability to gather, interpret and apply multiple consumer/industry insights and trends used in the development of marketing strategies and programs.
  • Brief Development: Ability to deeply frame problems utilizing data to draw insights and translate insight into briefs
  • Creative Concept Evaluation: Ability to evaluate concepts and executions against requirements of brief, strategic alignment, and consumer impact.
  • Marketing Tools/Information: Knowledge of and ability to use marketing tools/information to identify and define consumer/marketplace opportunities.
  • Sales Strategy/Execution: Ability to apply marketing strategies to sales management initiatives.  Ability to draft compelling presentations, sell and engage with local agencies, Operators, and Headquarter staff to sell in the plan.
  • Retail Industry: Knowledge of the retail industry (e.g., retailers, competitors, trends, visual merchandising, general business environment) related to multiple channels of distribution (e.g., mass, supermarket, convenience and petroleum, category chains, gifts and specialty).

Our Growth Culture:

One of the reasons our company continues to thrive after 130+ years is having a company culture that supports and rewards behaviors that lead to growth. Our “Growth Behaviors,” as we call them, are ways of being and working that help to make us successful. Think about how you can bring this to life in your next role at Coca-Cola.

Curious

Keep seeking, never settle.  Staying curious about what is outside, and two steps ahead inspires us to challenge the status quo. Having the courage to look and leap is the way we grow. Because asking “what if?” pushes us to the next level as people and as a company.

Empowered

Make it happen. True empowerment is the result of taking responsibility. This means giving yourself permission to see it, say it and do it, and owning the outcomes. Because we move forward faster when we all take action.

Version 1.0, 2.0, 3.0

Push for progress, not perfection. There are very few overnight successes. Greatness is borne of many little victories (and failures). Share v 1.0, test it, and make it better. Then create the next version. Because the moment we think something is perfect, it will be obsolete.

Inclusive

Include, value and trust each other. We are smart alone but together we are genius. This means being inclusive, giving the benefit of the doubt and being responsible for each other. Because, for our company to thrive for the next 100+ years, smart isn't enough. We need genius.

We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class. Apply
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