TMD Senior Brand & Innovation Manager
Location: Atlanta, Georgia
Posted: February 19, 2017
Reference ID: 39594
The Senior Brand & Innovation Manager will help drive RTD category development through The Coca-Cola Company (TCCC) bottler system. This is a brand manager role requiring consumer marketing skills, bottling system knowledge as well as category innovation to develop a portfolio of products to compete in multiple product categories. This role will help develop and execute the OBPPC for Coca-Cola Beverages at McDonald's and help create and activate new business streams.
Function Related Activities / Key Responsibilities:
•Utilize consumer research, insights and category trends in
order to identify areas that are currently untapped by The Company that can create new volume and profit opportunities in coffee and adjacent categories. Assist in developing the overall RTD strategy and lead writing short and/or long-term business/brand plans identifying business objectives, strategies and key initiatives
•Develop an innovation pipeline for proprietary new beverages supporting the RTD strategy that provides industry leading and insight-driven solutions for future state beverage purchasing experiences. Lead specific innovation projects following the stage gate process from ideation through launch across RTD and Foodservice platforms
•Develop and communicate written briefs for use by agencies or suppliers (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, licensed or specialty merchandise, etc.) to direct their work activities in order to generate concepts for effective execution of marketing programs and objectives (e.g., drive trail, increase loyalty).
•Create communication and execution plans in order to communicate consumer initiative concepts to Divisions/Bottlers/Customer. Collaborate with the Brand teams and bottlers in order to influence their business plans and decisions.
Education: Bachelor's Degree. Preferred MBA or graduate degree
Related Work Experience:
•At least 5 to 7 years in the consumer goods/beverages industry
•Brand or category experience
•Customer account management experience
•Experience in developing customer co-marketing plans
•DRIVE INNOVATION: Generate new or unique solutions and embrace new ideas that help sustain our business
•COLLABORATE WITH SYSTEM, CUSTOMERS, AND OTHER STAKEHOLDERS: Develop and leverage relationships with stakeholders to appropriately stretch and impact the System (Company and Bottler)
•ACT LIKE AN OWNER: Deliver results, creating value for our brands, our System, our customers and key stakeholders
•INSPIRE OTHERS: Inspire people to deliver our mission and 2020 Vision, demonstrate passion for the business and give people a reason to believe anything is possible
•DEVELOP SELF AND OTHERS: Develop self and support others' development to achieve full potential
•Brand Equity: Knowledge of procedures used to drive increases in volume and brand equity (e.g., marketing programs, licensed/specialty
merchandise and/or properties).
•Marketing Concepts: Knowledge of and ability to 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.
•Marketing Operating Strategies: Knowledge of and ability to apply basic marketing operating strategies (e.g., media planning, pricing strategies, trade/consumer promotions) used in the execution of marketing plans.
•Financial Skills: Ability to create and understand detail value chains, pricing models and understanding of commodity risk management. Ability to communicate complex financial and business planning concepts to management
•Delivering Relevant Local Consumer Strategies: Making consumers and their needs the primary focus of the business; developing, evaluating
and selecting consumer-based actions that maximize long-term profitable volume.
•Creative Brief Development: Knowledge of the creative brief development process.
•Creative Concept Evaluation: Ability to evaluate creative concepts and executions based on creativity, strategic alignment and consumer
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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