Commercial Director, Honest Trademark

  • Company: Coca-Cola
  • Location: Atlanta, Georgia
  • Posted: May 13, 2017
  • Reference ID: 40756
Commercial Director, Honest Trademark


    • Represents the total Trademark commercial perspective in all discussions/decisions across all Honest RTMs (DSD, Big Geyser, Warehouse, Foodservice, On-premise)
    • Serves as the major intersection (lead) in the organization between category/brand teams and Commercial Marketing & Operations teams (i.e., represents the brand back to the Commercial Marketing & Operations and Sales teams and has working channel knowledge while participating as an active member of brand teams)
    • Ensure representation of channel needs and proper translation of brand strategies across retail & foodservice channels
    • Partners with brand team to ensure Commercial leadership organization serves as a single source of direction to Commercial Marketing & Operations and customer (NRS, NFS) and Region field, delivering and transformation brand strategies into actionable plans
    • Works with respective Category Commercial Directors within US Ops and Warehouse to communicate initiatives to bottlers and customer teams
    • Responsible for the development, implementation and achievement of annual commercial business plan
    • Align channel input on price/pack architecture and ensure channel coherency
    • Shared responsibility for the performance by channel/category and customer teams
    • Directs and stewards commercial development of all new item introductions
    • Accountable for program leadership across channels, including priority FSOP channels
    • Provides leadership on DME and/or GTM funding decisions to support shopper marketing


Strategic thinking and strategy development/building organizational capability -

  • Leads the commercial strategy on behalf of the total Honest TM across all RTMs - DSD, Warehouse, FS, Natural & Big Geyser
  • Provides high-level perspective and detailed analysis on pricing/trade structure, commercialization, operational issues, and other commercial topics across channels
  • Stewards brand / package performance to Annual Business Plans (ABP) goals
  • Manages any issues requiring alignment across large store, small store, and FSOP; supporting Commercial in delivery of category plans across channels
  • Develop category-specific multi-year commercial plans for implementation across channels, customers and bottlers
  • Ensures brand/category team decisions can be actioned against channels, customers, and geographies
  • Serves as the primary source of feedback to the brand/category from customers, channels and geographic teams
  • Support category/brand teams in determining DMI program budget, manages the program DMI allocation across channels/customers and re-allocates funding based on performance
  • Supports Commercial Leadership category strategic planning and performance management

Commercial Marketing & Operations

  • Interfaces with broader commercial team as required to manage any issues requiring alignment; supporting delivery of category/brand plans across channels. Has ability to take a cross-channel view to ensure coherency / consistency
  • Collaborates with the broader commercial team and commercial operations teams to ensure the application of key category plans into channel commercial plans and PicOS
  • Collaborates with RGM to ensure all channel coherency planning as it affects category
  • Oversees creation of ops decks/PAGs for delivery to channel planning and sales teams for use in the market
  • Leads stewardship of all category/brand initiatives with customer, brand, broader commercial and franchise teams to measure success and determine best next steps

Brand Commercialization

  • Lead development Category Commercialization brand plan and program development
  • Coordinates with category RGM and channel operations and commercial execution to ensure market tests and full-roll out of category programs (e.g., sell-in decks, post- test analysis)
  • Provide leadership on testing viability of new items across categories, align channel input on price/pack architecture and ensure channel coherency
  • Partners with category operations and program mgt. to manage system manufacturing and supply chain capabilities
  • Partners with product/package leads in creation of brand/ package launch decks/PAGS for delivery to channel planning and sales teams for use in the market
  • Leads brand pilot program development and stewardship
  • Serves as the primary source of feedback to the brand/category from channels, customers and geographic teams
  • Partners with brand teams to determine final program elements



Minimum Required: Bachelor's degree

Preferred Level: MBA or other graduate degree


Minimum Required:
  • 10-15 years of experience, preferably in the consumer goods/beverages industry
  • Leadership and experience working across multiple channels - e.g., large store, small store, and Foodservice/On Premise channels
  • Brand/category management experience
  • Proven track record of ability to not only embrace change - but drive it
  • Planning experience; strategic thinking (forward-looking vision and anticipating of future needs)
  • Proactive leadership style
  • Proven track record for delivering sustainable results
  • Collaborating with brand/category teams and other key internal/external stakeholders; effective in influencing wide variety of stakeholders
  • Effectively communicates & builds relationships at all organizational levels; communicates long-term vision and shorter-term opportunities through clear & simple messages
  • People leadership/management - specifically, managing virtual teams and influencing multiple stakeholders with different priorities
  • Field leadership experience including P&L responsibility and management
  • Experience in coordinating Pricing & Promotion structures
  • Demonstrates strong business acumen through the ability to create a 1-3 year business plan for brand/category and a path to achieve that vision, anticipating future trends and needs in the marketplace and business; demonstrates innovation/creativity

Preferred Level:
  • 15-20 years experience, preferably in the consumer goods/beverages industry
  • General management experience
  • Customer/Sales management experience
  • Leadership experience in multiple (2-3) channels (e.g., large store, small store, food service, specialty stores, etc.)
  • Experience in multiple capabilities in a CPG organization (e.g., sales and shopper marketing, or RGM and strategy, etc.)
  • Strong track record of leadership across cross-functional teams

Specialized Technical Skills

Minimum Required:
  • Analytics experience - ability to draw insights and actions from data
  • Planning experience; strategic thinking (forward-looking vision and anticipating of future needs)
  • Proven track record for delivering sustainable results
  • Collaborating with brand/category teams and other key internal/external stakeholders; effective in influencing wide variety of stakeholders, particularly in situations where Commercial leadership may have accountability for doing the work but may not have control over all decisions impacting the work
  • Effectively communicates & builds relationships at all organizational levels
  • Strong change management capabilities
  • Ability to influence and gain alignment across diverging perspectives
  • Proficient in Powerpoint, WORD and EXCEL

Preferred Level:
  • Experience building and monitoring annual business plans
  • Experience developing and managing trade management programs
  • Experience in both brand and commercial
  • Experience building and implementing channel marketing plans



Honesty and integrity have always been cornerstone values of The Coca-Cola Company. Our passion for people of integrity mirrors our spirited drive for total quality in our brands. These and other elements allow the company to sustain strategic practices and drive business performance. The Personnel Integrity Assurance Program is another step toward making The Coca-Cola Company the premier workplace. This process includes a pre-employment background investigation that applies to all applicants, employees, and contractors of the company. The scope of this inquiry may cover such elements as education, employment history, a criminal history check, reference checks, and a pre-employment drug screen. Designated countries or sensitive positions within the company may have more stringent standards.

The Coca-Cola Company is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands and more than 3,800 beverage choices. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company portfolio features 20 billion-dollar brands, many of which are available in reduced-, low- or no-calorie options. Our billion-dollar brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite, vitaminwater and Powerade. Through the world's largest beverage distribution system, we are the No. 1 provider of both sparkling and still beverages. More than 1.9 billion servings of our beverages are enjoyed by consumers in more than 200 countries each day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. For more information, visit Coca-Cola Journey at Coca-Cola Beverages (Shanghai) Ltd. an indirect wholly owned subsidiary of The Coca-Cola Company, provides marketing and technical/quality services to The Coca-Cola Company in China.

If relocation costs are not provided for this job, by submitting their profile and resume, candidates understand and acknowledge that The Coca-Cola Company will not provide relocation assistance or support and that relocation will be entirely the responsibility of the candidate.

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.
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