Senior Director, Marketing - Tea

As a Senior Director of Marketing for Tea, you’ll work to develop brand growth, creative and innovation strategy and plans to drive sustainable business growth.

The Senior Director will set a winning long-term strategy for the ready-to-drink Tea category in the ASEAN & South Pacific region, and the roadmap to execute these plans in partnership with the global Category lead and broader Marketing team at The Coca-Cola Company.

We are looking for people that have a passion for building relationships and will be proud to be a representative of our brands, are results driven and have marketing and leadership experience.

What You’ll Do for Us

• Leads the strategic brand development, initiatives and programs designed to broaden the appeal of our brands to the consumer to drive growth and revenue for both our innovation and profit streams.
• Accountable for recommending how to bring to life your brands leveraging the network, amplifying and trans-creating for perfect fit for the consumer target in the region, consistent with the global positioning. Drives key brand or category initiatives that effectively reach and connect with target consumers & shoppers.
• Acts as a brand champion across the business. Approves product packaging designs to be consistent with product communications hierarchy and brand(s) standards. Works collaboratively with Design team.
• Works with the Human Insights teams to develop consumer marketing insights and provide a foundation for marketing strategy and channel management. Ensures strategic brand communications (including advertising, promotion and media plans) via deep consumer understanding, tracking that follows global category strategy guidelines, as well as development of reporting and execution models to evaluate results and leverage key learnings.
• Establishes and oversees the portfolio budgets to ensure appropriate funding the brand portfolio to ensure appropriate marketing mix that drives efficiency and deliver against business targets (consumer equity and financials)
• Coaches, inspires, and builds marketing capabilities and acts as a role-model in growth behaviors and leadership behaviors.
• Acts as a thought leader around brand or category innovation, develops new means for stimulating creativity, insight collection or idea generation leading to new to the world insights and product concepts.
• Works with the brand leads to translate the business strategies into compelling business briefs to guide internal teams on the development and execution of marketing communication plans that deliver to the portfolio/ brand goals, objectives, and strategies.
• Works collaboratively with R&D to lead development of and recommend a brand &/or category innovation strategy, including role of sustaining and breakthrough innovation, new categories, and new market spaces. Includes innovation in brand communication, business model or strategic partnership. Can persuasively articulate the innovation strategy into a long-term product road.
• Defines brand calendar at OU and market level, allocating OU-controlled DME to activity types.
• Provides input on high-level global category agenda and brand strategy (positioning, occasions-channels, VIS, passion points, creative, innovation), based on local consumer insights
• Recommends 2-3-year OU innovation pipeline and 18 months OU and market level brand calendars
• Lead OU for global/regional IMX campaigns and Innovation projects: Develops and aligns briefs, oversees the creation and pre-testing and recommends final project bundle
• For local IMX campaigns and Innovation projects: Develops and aligns briefs, oversees the creation and pre-testing and approves the final project bundle
• Local and Regional (lead OU) Brands:
  • Recommends 3-year OU innovation projects and 2-year OU IMX campaigns to OU Mktg Lead
  • IMX campaigns and Innovation projects: Develops and aligns briefs, oversees the creation and pre-testing and approves the final project bundle
  • Defines brand calendar at OU and market level, allocating DME to creation & activity types
  • Developing perspective on which brands should transition from local to regional, and regional to global, for input to global team
  • Develops brand strategy (positioning, occasions-channels, VIS, passion points, creative, innovation), leveraging local consumer insights to connect consumers to KO brands in unique, differentiated and competitively advantageous ways
• Supports the development of channels and in-store execution plans, supporting bottling partners and customers
• Financial improvement (NSR, OI, margins): recommends LRP and ABP growth targets, and continuously improving metrics (e.g. weekly+ drinkers, shopper basket incidence and brand equity) via performance management, learning, and course-correction

Qualifications & Requirements

• Bachelor’s degree or equivalent work experience is required
• Minimum 10+ years of significant marketing and leadership experience
• Strong preference for individuals with experience working with all relevant disciplines reporting to Category lead: innovation strategy, creative strategy, category/brand strategy
• Experience working in cross-functional and cross-geographical teams is preferred
• Ability to lead integrated brand strategy across category for regional and local brands (positioning, innovation, occasions, and general competitive opportunities)
• Deep consumer understanding, with a grounding in insights and analytics
• Business / commercial acumen, including financial expertise
• Knowledge of:
  • Product science
  • Channel and shopper marketing, including online/ eCommerce
  • RGM process
  • RTM & Execution
• Design thinking capability
• Ability to work in Agile cross-functional teams

Skills

Social Media; Key Performance Indicators (KPI); Digital Advertising; Branding; Category Management; Demand Generation; Quantitative Research; Channels Strategy; Marketing Strategies; Market Segmentation; Customer Insights; Qualitative Research; Microsoft Office; Strategy Development; Commercialization Strategies

Annual Incentive Reference Value Percentage:30
Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.