Director Shopper Marketing - Value Customers

  • Company: Coca-Cola
  • Location: Atlanta, Georgia
  • Posted: October 30, 2016
  • Reference ID: 37956
Director, Shopper Marketing - Value Customers

Position Overview

Lead the Value Customers (Family Dollar/Dollar Tree and Dollar General) Shopper Marketing Team in the area of shopper strategy, program development and creative development to support the Value Customer Team's 3-year vision such as: Coke with Food, OBBO's, Snack Platforms and Innovation

Function Specific Activities

Lead the SMM's and CAM to ensure comprehensive annual customer marketing plans

Lead in transforming insights into added value by creating shopper marketing solutions that convert shoppers into buyers

Lead the development of our shopper strategies to leverage the equity of our Coca-Cola brands with Dollar General and Family Dollar to capture the hearts and minds of their shoppers

Lead Company relationship with Value Customer Senior Leadership in Merchandising & Marketing, maintaining an on-going relationship with key management personnel at headquarters working with them to develop collaborative business plans, programs/platforms and strategies.

Consult with Field Marketing Managers in US, inspiring the field to implement and execute the DG and FD customer specific platforms

Lead all US shopper marketing initiatives for FD & DG to help deliver the business plan and elevate our brand and business performance.

Influence FD & DG senior leaders to support our marketing materials (e.g., POS, sell-in materials, implementation manual, etc.) that communicate US initiatives effectively.

Lead the creative brief development that clearly articulate communication objectives and success criteria in order to inform and direct agency work and creative development for key initiatives

Assess and influence innovation concepts which have relevance in market in order to optimize volume potential and minimize duplication of effort by utilizing effective communication and collaboration skills.

Lead the development of a communication plan using various tools (e.g., newsletters, PowerPoint presentations, face-to-face meetings, video conferencing, etc.) in order to communicate shopper marketing strategies, initiatives & concepts to front line

Education: Bachelor's Degree and MBA Preferred

Related Work Experience: At least 10 years in the CPG industry

Core Competencies

Drives Innovation - leads packaging, brand/flavor and merchandising material innovation with the customer and system

Collaborates with Customer, System and NRS Team Leadership - works closely with key customer contacts, the Customer Core Team, our bottlers and the collective national retail sales team and cross functional leaders

Act Like an Owner - owns and manages the CCUSA Ops shopper marketing budget, bottler CTM sales and marketing budget and NRS team operational expenses (opex)

Inspire Others - inspires the broader team (ie SSD and Still SMMs and CAM) to deliver world class platforms, shopper programs and business plans to win share and deliver our business plans with Wal Mart. Inspire the front lines to implement and execute our key initiatives

Develop Self and Others - lead a diverse team and ensure the team increases their shopper marketing capabilities and prowess. Focus on also developing self into a strong Coca-Cola leader that inspires others to be their best everyday adding value to the customer and our system

Technical Skills

Creative Concept Evaluation: Ability to evaluate creative concepts and executions based on creativity, strategic alignment and consumer impact.

Customer Focus: Making customers (external and internal) and their needs a primary focus of one's actions; developing and sustaining productive customer relationships; creating and executing plans and
solutions in collaboration with the customer.

Shopper Knowledge: Knowledge of in-store shopper purchasing behavior in order to develop effective in-store merchandising programs.

Creative Concept Generation: Knowledge of methods of brainstorming/creative concept generation. Includes knowledge of facilitation procedures for creative sessions.

Marketing Property/Program Customization: Ability to customize, communicate and apply a marketing/retail program or property based on the specific needs of a particular region or country.

Brand Positioning: Knowledge of specific brand positioning and brand architecture of The Company's brands.

Brand Marketing Strategy: Knowledge of information used to define brand strategic corridors and develop appropriate business solutions for local market activation.

Sales Management: Knowledge of basic sales management concepts (e.g., sell-in process, trade promotion and pricing, category management, feature/benefit selling, distribution/channels).

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.

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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