Director, Content Coke IMC

  • Company: Coca-Cola
  • Location: Atlanta, Georgia
  • Posted: April 05, 2017
  • Reference ID: 40168
IMC at The Coca-Cola Company has evolved greatly in the past few years. Historically we have focused primarily on advertising, but increasingly we are being asked to swim both further upstream and further downstream. Upstream we are working much more closely with the brand teams to ensure that our brands are culturally meaningful and holistically defined. We are committed to ensuring that our brands lead popular culture rather than follow it. Downstream we are being asked to oversee the entire integrated marketing communications process - from brief definition to evaluation of creative materials from our PR, digital, design and experiential agencies. We are committed to delivering effective Liquid Creative Ideas that drive our business and are amplified as they travel across multiple touch points.

The opportunity on the Coca-Cola Trademark (inclusive of Coca-Cola, Coca-Cola Zero and Coca-Cola Life) is to own this business, bring every creative channel more closely integrated and working in synergy, be the creative director, and drive the communications as the cultural and media landscapes change for our consumers.

Reporting to the Vice President of IMC, this role will be responsible for overseeing the communications agenda for the Coca-Cola Trademark: from lead agency, to social / digital to experiential and leading the integration of multiple workstreams. The IMC Director will be involved in every aspect of communications development from brand planning, content briefing, development through execution. The job requires both diplomacy and communication skills in liaising with the brand team and creative leadership in working with our agency partners, and expanding to our other channel creative partners. Finally, this position requires an innovative approach to developing communications that is rooted in cultural leadership.

Brand development
Working in collaboration with the brand teams and other IMC discipline team members the IMC Director will be responsible for creating compelling, multi-dimensional visions for the Coca-Cola Trademark brands. While the ultimate responsibility for creating Brand Essences remains with the brand team, the IMC Director will be responsible for bringing creativity to bear on this process - challenging traditional thinking around the category, the consumer, the creative context and the competitive set.

Creative development
We currently spend 70+% of our available budget on advertising. It is therefore appropriate that the IMC Director spend a significant portion of time working with our creative agencies to develop communications. Specifically, the IMC Director will be responsible for:
  • Leading our strategic thinking in writing the creative brief (or working with the Creative Strategist), being able to come up with a compelling idea to place at the center of the brief and briefing the agency
  • Acting as the primary source of contact for all creative and strategic feedback to the agency, working in collaboration with other IMC members-Design, PAC, Social Center, Connections, Multi-Cultural, Licensing, etc.
  • Acting as the primary point of contact with K&I for all strategic and creative development research related to communications

    Developing and delivering best-in-class (top 15%) advertising to the system - on time and on budget

Other (non-advertising) creative development
The role of the IMC Director is to drive synergy between the various disciplines and agencies working on a given brand/project. She/he needs to lead the cross-functional team to deliver one holistic body of work. This leads to operational efficiency and a higher creative impact. The role of the IMC Director is to increase this efficiency and to increase the impact of our creative content. Specifically, the IMC Director will be responsible for:
  • leading the amplification briefing process
  • partnering with subject matter experts to provide creative feedback to all agencies - digital, experiential, PR, etc.
  • Developing and delivering a full IMC "brand in a box" communication platforms

- Bachelors degree with at least 10 -12 years of blue chip agency background (a reel of work produced would be great).
- Industry Recognition where possible.
- Strong experience leading a cross-functional team

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.

At The Coca-Cola Company you can cultivate your career in a challenging and dynamic environment. We are the largest manufacturer and distributor of nonalcoholic drinks in the world-selling more than 1 billion drinks a day. Unlock your full potential with a future-focused company that is known and respected throughout the world.

Full relocation package available.

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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