At The Coca-Cola Company, we exist to refresh the world and make a difference through loved brands, done sustainably for a better shared future. Working here is more than working for the global beverage leader, it is an opportunity to be a part of something that can positively impact the world. Our North America Operating Unit (NAOU) Marketing Teams are responsible for marketing and growing a portfolio of brands – ensuring that each brand connects deeply with local consumers in ways that scale globally.
The Brand Director will focus on deep human-centric brand understanding to build the category/brand growth plans. The Brand Director will shape world-class execution that brings wow
Lead development of annual and multi-year brand growth strategies and business plans for a global brand in the NAOU to deliver against overall brand vision and business objectives
Partner with internal (e.g., R&D (Research & Development), Supply Chain, Commercial, Operations) and external (e.g., customers, bottlers, suppliers) stakeholders to develop new and/or improved products, packaging, and programs to meet consumer needs, deliver against brand strategies and drive System value/business objectives
Drive commercialization of brand positioning, innovation, consumer communications/messaging and shopper marketing to deliver brand objectives via clear direction/guidance and effective resource allocation decisions
Provide coaching to achieve work objectives, improve performance and skills, and drive positive team culture.
Work closely with the global category lead for their brand to bring global visions/strategies to life in the NAOU
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 to generate concepts for effective execution
Qualifications & Requirements
8 or more years of experience in brand management and/or marketing in consumer-packaged goods; beverage experience ideal
Bachelor’s degree required; MBA (Master’s in Business Administration) preferred
Ability to develop and articulate multi-year strategic plan and annual business plan for their brand within the NAOU. Develops a holistic picture of what is required to deliver these plans including alignment of key stakeholders across the value stream and making key decisions on resource needs/allocations.
Ability to deliver innovative ideas that translate into business growth.
Role frequently leads communications with both internal (e.g., global brand, Commercial, Supply Chain & Technical, Operations/franchise teams) as well as external (e.g., bottler, customer, agency, supplier) partners
Interactions include sharing relevant information on brand business plans, influencing others to act in support, and negotiating components of said plans to enable desired outcomes
Role interacts frequently (daily) with constituents (internal and external) that may not have completely aligned interests/ objectives
MASTERY OF (REQUIRED)
1. Ability to translate global brand vision/strategy through development of annual brand business plans along with corresponding resource requirements
2. Strong strategic thinking, anchored on Consumer Insights, to deliver focused plans that will resonate with our NAOU consumers and accelerate growth for our brands
3. Strong Leadership skills including ability to build partnerships, establish trust & credibility and influence across all levels of the network. This leader needs to be able to set the vision, energize the team, enable the team (remove barriers) and execute with excellence.
4. Excellent oral and written communication skills with ability to tailor communications to audience and providing clear strategic direction, and storytelling
5. Ability to effectively prioritize short and long-term business priorities and communicate & manage key tradeoffs and implications
BROAD EXPERTISE IN (GOOD TO HAVE)
1. System operations within NAOU (bottlers, customers, routes-to-market)
2. Experience developing and launching step-change innovations
3. Agency project management experience including budget management
Iconic & Innovative Brands: Our portfolio represents over 250 products with some of the most popular brands in the world and we’re always innovating.
Expansive & Diverse Customers: We focus on a diversified and broad range of customers each day.
Critical Experiences: We work as a global network with a wide range of cross-functional partners to step-change the way we refresh the world and make an impact every day.
Skills:
Leadership; Media Planning; Portfolio Management; Creative Development; Brand Strategy; Consumer Segmentation; Digital Media Strategy; Quantitative Research; Competitive Assessments; Life Cycle Management (Inactive); Marketing Strategies; SWOT Analysis; Brand Positioning; Analytical Techniques; Social Media Strategies; Problem Solving; Brand Management; Brand Architecture; Channel Management
Our Purpose and Growth Culture:
We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.
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. When we collect your personal information as part of a job application or offer of employment, we do so in accordance with industry standards and best practices and in compliance with applicable privacy laws.
