What You’ll Do for Us
Write short and/or long-term business/brand plans, identifying business objectives, strategies, key initiatives and performance measurements by using insights collected from situation assessment, marketplace information, etc. to deliver brand growth targets.
Develop marketing plans which support strategic initiatives to deliver annual business plan.
Develop and communicate written briefs for use by agencies (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, etc.) and direct their work activities to generate concepts for effective execution of marketing programs and objectives.
Assess consumer opportunities that are currently untapped by leveraging consumer research and in market performance to identify new volume and profit growth areas (e.g., new beverage sub-categories, new packaging opportunities, new merchandise categories, new channels of distributions, etc.).
Assist in developing portfolio strategies across brands/categories.
Provide on-going business analysis to identify and prioritize brand-building opportunities by utilizing data-driven insights (e.g., Nielsen, internal cross-functional reports, consumer research reports, competitive analysis, etc.).
Develop annual brand business reviews, as well as growth platforms and brand roles.
Recommend brand budgets and investment allocation.
Build a clearly defined positioning for new offerings, new categories entrants / brands.
Lead alignment on the brand initiatives with key functions (Technical, Finance, PAC, Franchise) and bottler marketing, sales and technical teams.
Project development in conjunction with functions, such as Operating Unit management, Market Managers and bottling system partners.
Presentations of business results for marketing manager, regional manager and divisions.
Recommendation and analysis of trends and key initiatives to the management team and bottlers that will drive brand growth.
Qualifications & Requirements
Bachelor’s degree in Marketing, Communications or Business
A minimum of 3 years of experience in brand management is ideal
Experience with Nielsen or IRI, Bases and other quantitative research tools and a passion for understanding consumer behavior.
Knowledge of procedures and media used to drive increased volume and brand equity.
Knowledge of and ability to apply basic marketing concepts (e.g. brand positioning, brand architecture, SWOT Analysis, competitive assessment, marketing objectives and strategies, consumer segmentation) used in the development of marketing plans.
Ability to manage and inspire agency performance.
Making consumers and their needs the primary focus of the business; developing, evaluating and selecting consumer-based actions that maximize long-term profitability and volume.
Knowledge of the creative brief development process.
Ability to evaluate creative concepts and executions based on creativity, strategic alignment and consumer impact.
Ability to utilize syndicated, custom, and secondary research to identify opportunities to develop brand plans and marketing tactics.
