Director, Multicultural Marketing

  • Company: Coca-Cola
  • Location: Atlanta, Georgia
  • Posted: November 03, 2016
  • Reference ID: 38117
The Multicultural Marketing COE Director for Sparkling and Stills Beverages will be a senior member of the MC COE and will work in partnership with the Group Director of Multicultural Marketing to drive Multicultural integration throughout the Coca-Cola system in North America. They will be a thought leader and collaborator who brings a broad base of skills including consumer marketing, customer marketing and commercialization. This individual will have strong multicultural consumer knowledge and specific experience in the growing Hispanic market in the U.S. This individual will work in close partnership with the Sparkling and Stills CBU brand, content, connections and commercial teams as well with the bottlers and customer teams. This position will play a pivotal leadership role in the establishing the newly launched Multicultural Marketing COE within the CCNA organization as well as to the external marketplace.

He or she will have outstanding brand and strategic marketing skills and the ability to guide the integration of Multicultural consumer and shopper insights into actionable plans. In addition the individual will have in-depth knowledge of the Hispanic consumer marketplace including the growing bi-cultural segment. A key capability will be analysis and application of consumer and shopper research and insights to the business planning process. He or she will have worked with creative agencies on IMCs involving digital and social media, traditional advertising and shopper engagement. The candidate will be able to influence the development of annual and long-range business plans to enhance the integration of multicultural consumer and shopper dimensions that drive business results. The individual will have strong presentation skills an excellent track record as a collaborator, and will be capable of influencing at a senior level while also coaching and mentoring to effectively drive capability development.

Function Specific Activities:

Serves as Multicultural Marketing subject matter expert, with enhanced Hispanic Marketing depth, for the Sparkling and Stills brand, content, connections, commercial and customer teams to optimize connection with multicultural consumers and shoppers in tangible ways that build the Sparkling and Stills business. Will require working in close partnership with the senior leadership of the Sparkling and Still business.

Plays a prominent role in Sparkling and Stills brand team annual business planning which includes situation assessments, opportunity and risk analysis, strategic prioritization and annual plan imperatives.

Analyzes Multicultural market trends, syndicated data and consumer research to inform priority setting and decision-making.

Assists brand/content teams working with MC agencies by providing expertise to influence creative development and execution including IMCs, digital and social media initiatives, experiential marketing and retail programs. This includes providing insight in strategic planning and the preparation of business and creative briefs.

Works with and influences the Commercial, channel and shopper marketing teams on the Multicultural opportunity within Sparkling and Stills beverages. Additionally works with the franchise leadership teams and bottlers to identify and execute against the multicultural opportunities in their markets.

Works with and influences the Customer and Shopper marketing teams on the Multicultural opportunity across Sparkling and Stills beverages. Additionally brings multicultural marketing expertise to customers to drive customer value creation.

Collaborates with and participates on cross-functional project teams to ensure that Multicultural Insights are at the forefront of pillar programs and total market initiatives.

Engages with the Commercialization Team on a regular basis to guarantee Multicultural pathways are embedded in Execution Calendar and Trackers.

Provides consultancy to the Brand Team to build multicultural marketing competency leveraging the SME's within the Multicultural Marketing COE.

Acts as the Hispanic American consumer and shopper expert and brings that knowledge to the brand, customer, commercial and franchise teams. Joint ventures the management of the Hispanic Advisory Council with Latin Affairs. Builds relationships with key Hispanic American constituents in partnership with Supplier Diversity and Community Connections.

Education: Bachelor's Degree, MBA Preferred
Cultural: Knowledge of the Hispanic consumer market in the U.S. including Spanish dominant and bi-cultural segments. Spanish language fluency required.
Related Work Experience: At least 7 years including Consumer Marketing, Shopper Marketing, Brand Management, Consumer Insights, Market Research.
Core Competencies:
Drives Innovative Business Improvements: Develops new MC insights into solutions that result in organizational improvements; promotes a work environment that fosters creative thinking, innovation and rational risk-taking.
Balances Immediate and Long-Term Priorities: Seeks to meet critical objectives while considering the impact of those decisions and activities on the ability to achieve long-term goals.
Delivers Results: Focuses on the critical few objectives that add the most value and channels own and others' energy to consistently deliver results that meet or exceed expectations.
Imports and Exports Good Ideas: Relentlessly seeks, shares and adopts ideas and best practices in and outside the Company and embraces change introduced by others.
Develops and Inspires Others: Builds and maintains relationships that motivate, guide, and/or reinforce the performance of others toward goal accomplishments. Develops self and others to improve performance in current role and to prepare for future roles; seeks and provides feedback and coaching to enhance performance.
Sets a Winning Example: Demonstrates integrity, including placing Company interests ahead of personal agendas; Makes sound decisions and follows through on them; Demonstrates passion for the Company and its products.
Technical Skills:
Marketing Concepts: Knowledge of and ability to apply more advanced marketing concepts (e.g., brand positioning, brand architecture, SWOT Analysis, competitive assessment, marketing objectives/strategies, consumer segmentation), PITA, revenue mapping, brand strategy, gap analysis, category participation mapping.
Syndicated Sources: Knowledge of syndicated sources (e.g., AC Nielsen, IRI, CCT+, Home Scan) used in the analysis of trended consumer and volume dynamics.
Financial Analysis: Knowledge of and the ability to use basic financial analysis (e.g., Return on Investment, Value Chain Analysis) related to marketing effectiveness, resource allocations and new business opportunities.
Creative Concept Evaluation: Ability to evaluate creative concepts and executions based on creativity, strategic alignment and consumer impact.
Retail Consumer Trends: Ability to interpret consumer trends in order to design, create or evaluate graphic packages to be applied to assortments of retail licensed merchandise.
Consumer Focus: Demonstrating understanding of how one's actions and/or work impact the Company's relationship with consumers.
Media: Knowledge of media channels and trends with special emphasis on digital, social and mobile
Marketing Operating Strategies: Knowledge of and ability to apply intermediate marketing operating strategies (e.g., media planning, pricing strategies, trade/consumer promotions) used in the execution of marketing plans.

Agency Management: Knowledge of methods or techniques used and ability to inspire agency performance.
Advanced Analytic Techniques: Knowledge of advanced quantitative analytic techniques and protocols (e.g., Marketing Mix models, Price Elasticities, Simulations, SKU Optimization, Forecasting, Hendry) used to build necessary business models.
Marketing Research Application: Ability to design and leverage research results into actionable marketing and business building initiatives.
Financial Analysis: Knowledge of and the ability to use intermediate financial analysis (e.g., Return on Investment, Value Chain Analysis) related to marketing effectiveness, resource allocations and new business opportunities.
Data Analysis/Interpretation: Ability to convert general data and findings into applied, specific information and suggestions that add value to business planning.
Distribution Channels: Knowledge of specific channels of distribution where The Company's beverages and licensed merchandise are sold, including competitive set, target consumers and key trends. Includes knowledge of and ability to use information in the identification of new opportunities that are aligned with the global and/or local markets' business objectives.

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.

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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