Senior Director II, Integrated Marketing - East

Location: Atlanta, Georgia or East Region, USA

The Senior Director, Integrated Marketing East provides strategic leadership for the development and execution of all market activation programs and actions within assigned brands, geographies and/or channels, analyzing and translating brand plans into effective market activation. This role partners with key internal and external stakeholders to maximize market activation, driving successful activation and implementation of programs and initiatives to achieve targeted value and growth objectives.

KEY WORKING PARAMETERS

Focus, Scope, & Impact:

• Leads a team of regional integrated marketers focused on assets and franchise relationships

• Represents the Category OU platforms/programming/innovation in Governance Routines at region and aligning bottlers & customers to support the plans

• Responsible for assessing and analyzing consumer insights and passions, as well as, leveraging industry intel and knowledge to create core marketing strategies to drive revenue growth and enable OU’s achieve business plan

• Enhances commercial priorities with compelling sales and marketing platforms within the regions (by bottler by market) amplifying the national plans with the local marketing assets

• Responsible for activating local market assets and engaging in the Collaborative Business Planning process creating key strategies that reinforce The Coca-Cola Partner Commitment with those partners

• Leads regional customer marketing with our larger regional retail customers within the region supporting their core strategies via the Collaborative Business Plan

• Collaborate with Creative Operations to deliver regional and customer creative marketing content

• Key focus is on long term (3-5 year) brand preference building, increasing our per cap consumption and revenue and creating long term, winning strategic plans with our bottlers and customers

KEY SUCCESS PARAMETERS

Education

• Minimum Required: Bachelor’s degree

• Preferred Level: MBA or other graduate degree

Experience
Minimum Required:

• 5 or more years of experience, preferably in the consumer goods/beverages industry or sports business

• People leadership/management – specifically, experience leading others and/or cross-functional teams

• General Management Mindset

• Strong insights ability and analytical thinking

• Strategic thinking and selling capabilities

• Effective communicator and inspirational abilities

• Customer and Regional (local market) Marketing Experience

• Shopper Insights, Partnership Management, Annual Planning, Sustainability

Preferred Level:

• 10-12 years of experience, preferably in the consumer goods/beverages industry or sports business

• Significant Marketing Partnership Experience

• Strong customer marketing and business analytics

• Sports Marketing Experience

• Financial Management Experience

• Experience working with physically based marketing assets

Work Focus

• Lead and Inspire a team to be a high performing and engaged team

• High-level Customer and Partnership Skills

• Experience building, monitoring and implementing national sales and marketing plans across regions and customer

• Experience developing and managing key aspects of team responsibilities including asset planning, asset partnership, customer management/marketing and system inspiration

• Advanced Strategic and Creative Thinking

• Ability to recognize, understand, and interpret shopper behavior, brand strategies, channel and customer needs, and turn this knowledge into action and results

• Previous Customer/Shopper/Region/Channel Management experience

• Demonstrated personal leadership skills and influencing ability

Communication Focus

• This role will predominantly communicate with the OU’s and bottler, as well as, a focus on communication with the local marketing assets and regional customers

• Predominant role is to collaborate with the Category Leads, Assets/Partnerships, Connections and Creative and then inspire our customers and system (ie OU’s, Bottlers and Customers)

• Predominantly shared interests but there is work to do to align with bottlers and local assets