Provides analysis and delivery for integrated marketing communications programs within assigned brands and/or geographies; assists in ensuring marketing communications are integrated and deliver brand and business objectives; utilizes the proper tools, systems and metrics for maximum effectiveness. Individual contributor with comprehensive knowledge in specific area; ability to execute highly complex or specialized projects.
Key Duties And Responsibilities
Strategic Planning
- Actively participate in ABP supporting the planning work done by brand and commercial teams.
- Drive the strategic planning process of the business brief with agency partners
- Deliver strong insighting that results in relevant and resonating solves (to tensions) reflecting the role of our brand edge, products and portfolio in different geographies.
Develop relevant Brand Stories that shape behavior:
- Based on consumer insights, motivations and tensions, where our Brand Edge has a central role in the daily lives of consumers as an ultimate choice for solution
- Demonstrates unique rewards, based on human truths that shape behavior
- Stories must have the power to Trigger and create loops, based on responsive incentives for consumers that drives organic participation and repetition across the system
- Capable of creating “goose bumps” among the target consumers, the stories are so good that consumer will not want to miss them, they will love them.
Develop Brand Experiences that shape choice, build habits and drive transactions:
- Communication approach that delivers holistic business solutions, from Screen to Occasion that shapes choice and create rituals in the form of connection plans.
- Always on 365 Days Disruption- in right time and real time, that grows and repeat over time to build habits and expand edge, creating value to the system through transactions.
- Targeted Experiences with responsive solutions:
- Responsive experiences in right /real time
- Daily Targeted interactions that drives transactions
- Grows over time in hands of stakeholders
- Transform digital advocacy into a positive consumption experience to advocate back for the brand with expansion to commerce
- Programmatic evolved as experience target improvement beyond media planning tool
- Customization and Personalization of Communication
- Evolve Connection model: Participation vs Reach, to drive scale and efficiencies
- Grounded and embrace asks from the local experts like franchise leads and bottling partners.
ROI – Focus on business results:
- ROI against Business Objectives
- Make investment decisions from screen, pack, shelf to occasion, with focus on reaching ROI, with a daily live tracking of performance, identifying opportunities for improvement in the investment, anticipating trends and headwinds, make real time decisions, continuous refinement on execution based on results, adjust the plan and keep tracking, until the ROI is achieved and the desired behavior is shaped
- Learning & improving with each yearly Iteration (sustainable and scalable)
Productivity Driven:
- Optimal communication effort to drive efficient result
- Be passionate about productivity and liberate funds to fuel more initiatives or make initiatives better
- Maximize budgets and plans for effectiveness and efficiencies through better planning and buying, seeking partner values at onset.
- Challenge all sacred cows, no matter how important they seem – if they do not strategically, economically and scientifically make sense, eliminate them, even if some interest groups put up resistance
Agency and Partnership management:
P4P implementation -in collaboration with procurement identify agencies and partners, negotiate SOW, manage and inspire, build TCCC capability, compensate and evaluate based on business objectives.
Specialized Championship:
To be the specialized expertise skillset custodian, building capability across the IMC organization, providing guidance, input, feedback and proactively sharing best practices across the IMC team and the system.
Required Qualifications
Educational Requirement: University/Bachelor’s Degree , Postgraduate/Master’s Degree
- Work Experience: 5-10 years, Successful track record of IMC leadership roles, the last ones preferably within the Coca-Cola System.
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