The Coca-Cola Company Marketing Manager - Costa RTD in Shanghai, China
We’ve been branding and evolving continuously since 1886 and there’s no better place to create inspiring brand strategies. The Brand Manager position is a combination of creative, innovative and inspiration to refresh the world. This is a highly collaborative role that requires the brand manager to work effectively with many different stakeholders, including other brand team members, agencies, customer teams, innovation, R&D and commercial leadership as well as other cross-functional partners. The ideal candidate is strategic, driven, and collaborative in nature.
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 p ortfolio 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 a nnual b rand b usiness r eview s , 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 b ottler marketing , sales and t echnical teams .
Project development in conjunction with functions , such as Operating Unit management, Market Manager s and bottling system partners.
Presentations of business results for marketing manager, regional manager and division s.
Recommendation and analysis of trends and key initiatives to the management team and bottlers that will drive brand growth.
Qualification s & Requirements
Bachelor’s degree in Marketing, Communications or Business
A minimum of 3 years of experience in brand management is idea l
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 o bjectives 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.
What We Can Do For You
Exposure to World Class Leaders: Availability to global marketing leaders that will expand your network and exposure you to emerging digital platforms and marketing insights.
Brand Reputation : W e lead the beverage industry, with a portfolio featuring over 200 + brands worldwide.
Challenging Work : O ur unique system offers constant opportunities to develop world-class skills and the opportunit ies to grow and develop global brands.
Media Planning; Leadership; Creative Development; Consumer Segmentation; Competitive Assessments; Quantitative Research; Digital Media Strategy; Marketing Strategies; SWOT Analysis; Brand Positioning; Analytical Techniques; Social Media Strategies; Problem Solving; Marketing Planning; 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.
The Coca-Cola Company
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