JOB ID 42450
LOCATION(S) Kenya
CITY/CITIES Nairobi
SPECIFIC LOCATION
JOB TYPE
Full Time
Travel Required
50%
RELOCATION PROVIDED
No
JOB POSTING END DATE Oct 16, 2017
SHIFT
N/A
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Position Overview
DESCRIPTION & REQUIREMENTS:
Job Summary
In collaboration with BU leads, influence and co-create brand strategies for total beverage portfolio (across target audience, channels and packages) that support the overall marketing / business strategies for ECAF, while also identifying incremental opportunities and business propositions as per Stills 2.0. Execute the strategies to win in the market place, manage Brand Portfolio & Marketing team to achieve targeted volume, value, share, contribution and image results. Analyse market trends and development with the aim of identifying incremental volume/value and share opportunities. The role is one of the most critical positions in the Franchise Organisation determining the strategic direction as well as the future revenue growth potential. The role will be responsible for developing the long-term portfolio growth strategies as well as the master brand plans to be implemented by the FO teams in the course of the ABP process. This will be achieved through a thorough market understanding and by continuously identifying gaps and revenue growth opportunities which can be captured by leveraging scalable consumer insights. In order to make this happen, this role requires deep understanding of the TCCC Sparkling & Stills business to drive and accelerate our brand portfolio in all aspects including recruitment, retention and frequency of consumption and in all aspects of managing category perceptions. In addition, this position will lead the relevant IMC subject matter experts to translate the brand growth strategies and plans into actionable content and connection deliverables This role is the custodian of brand standards, brand health and reputation across the FO.
Provide marketing leadership to the Coca-Cola system for identifying, creating and prioritizing profitable volume opportunities for the company’s total brand portfolio.
Develop and execute marketing strategies and integrated programs that maximize volume and the long-term value of company brands.
Ensure that all FO strategies and programs are understood and supported within the BU. Develop and maintain an effective relationship with the Bottler community to ensure proper execution of strategies and continued growth within markets.
Act as a central point to facilitate market information flows. Lead Marketing Department directly
Sets 3-5 year consumer vision for the Franchise.
Prioritizes high level consumer / portfolio opportunities and allocates business unit marketing resources accordingly
Heavily influences the planning direction for the FO.
Works to align stakeholders and broader system on consumer strategies and ensures that all plans / activities are integrated nationally / regionally and with the Bottling system
Key Duties/responsibilities
Vision + LRP: Develop long range strategic plans for FO Marketing and ensure that commitment of resources from TCCC and Bottling system are in place to deliver. 15%
Commercial Input: Lead programs that drive volume and profit plus increased volume and value market share. This includes innovation and related profit streams. 10%
Brand Positioning: Formulate consumer marketing strategies, plans and programs ensuring locally relevant interpretation and execution of BU/global brand positioning. Develop and implement brand initiatives designed to broaden the appeal of brands to consumers. 10%
Spend Effectiveness: Establish and manage Franchise marketing budgets and ensure appropriate funding across marketing mix elements of the brand portfolio and implement programs to drive efficiencies. 10%
Implementation of Brand Plans/Strategies: Secure correct and timely implementation of strategies and system investment in cooperation with other key functions: Technical, Finance, Legal, PACS, Marketing Communication, Strategic Planning, Customer and Commercial Leadership and Bottler to execute brand plans with excellence, evaluate the results and leverage learnings. Provide timely, accurate and inspirational communication between the Company and the Bottler, as well as appropriate company departments and management regarding consumer marketing issues/opportunity. 20%
Consumer Knowledge:
Work with the market research function to develop actionable consumer marketing insights and build competitive understanding as a foundation for marketing strategy and channel management. 10%
Brand Communications: Ensure strategic brand communications (including advertising, promotion and media plans) via deep consumer understanding, KBI tracking and global category strategy guidelines. 10%
Develop a Team: Coach, train, develop and inspire the members of the Team. Ensure the Team is engaged and organized for growth in a winning environment. 15% Communication Complexities
Interacts with senior leaders in KO (Franchise GM, BU leadership team) and also with senior leaders in the bottler organisations and the Global TCCC brand team in order to craft, build and implement the strategy.
Demonstrate project and strategic ownership and establish a smooth & healthy relationship with BU / Bottler Marketing, Consumer Insights, IMC, Commercial Leadership, Legal and other functions for high quality activation and execution in market.
Proactively influence the key stakeholders in the key functions to make sure recommended programs/strategies are well brought in.
Brings a clear understanding of cultural, language and market development level nuances across markets and tailors marketing programming accordingly. (eg activating Ramadan vs Christmas, liberal vs conservative dress code requirements in advertising and assets, specific edits of Coke Studio across Portuguese, Swahili, English and Amheric languages)
Establishing a process of seeking and rollout of best practices.
Analysis
Steward KO NARTD portfolio vision and deliver passionate focus behind core priorities across our System & Partners
This role is vital to deliver on the long-range plan and requires high engagement and strong leadership skills to lead a diverse portfolio in a locally relevant way with full alignment of all stakeholders. Often new approaches must be developed to secure we stay ahead of market and consumer trends
Understanding the changing consumer, market and competition dynamics and translating these insights to winning brand portfolio strategies and plans.
Work requires the ability to analyse conceptual information, identification and resolution of complex strategic and operational problems requiring creativity to develop innovative solutions and work effectively in multi-functional teams.
This position will need strong influencing skills in order to partner and work with the BU and the bottler to provide guidance, structure and leadership in regards to how and what brand opportunities should be tackled across the FO and in their local plans and how these will be prioritized
The position needs to show strong collaboration and leadership skills to set up and lead transversal teams across all major cross functions.
The position needs to well balance strategic brand growth expertise with leading and enabling creative excellence.
This requires deep expertise in operations and strategic planning and thinking so that strategies and plans developed on FO level
This person also needs to understand the competitor landscape and what leading companies are doing in the beverage and other relevant categories so they can propose and define the future growth patterns for the brand.
The position needs to be able to inspire the creation of scalable programs which deliver value across a very diverse set of markets and cultures.
The person must be able to create a strong team spirit and a winning culture across a team who is virtually spread across different locations.
The person must be well connected with the BU Central and Global teams and understand global guidelines and processes to address issues properly and leverage their support.
Innovation
Driving the strategic innovation agenda together with the Innovation / VEB function on product, packaging, equipment and marketing concepts and ensure a robust full innovation pipeline for the next 5-10 years.
Lead the development of marketing and tactical innovations to ensure short-term results.
Collaborate with BU cross functional teams to continuously pilot and experiment with product & packaging innovations.
Define the research agenda with S&I to ensure a strong stock of insights to be leveraged for future innovations.
Lead innovation in the area of communication and connection points and push for the implementation of pilots in this area to gain new learnings.
Innovate processes which will help to accelerate high quality delivery and which will foster out-of-the box thinking.
Create a culture of innovation which inspires and rewards innovative ideas and which will allow failures.
Lead the creation of processes and routines with other functions esp. Technical, S&I and Bottling Supply Chain to support ideation and commercialization of innovations
Judgement
The role is leading the LRP & ABP development for portfolio for the Franchise
The decisions taken by this role will have a big impact on the future revenue growth potential of the FO business given the potential of the region specifically in the SEABU geographical portfolio.
The brand strategies and plans defined by this role will broadly define the investment levels and investment allocation of the Franchise DMI.
The leadership style of this person will define the culture of the RU marketing team, esp. in terms of winning culture, empowerment and innovative thinking.
The people development capabilities of this role will strongly determine the quality of the future bench strength of marketing leadership talent.
The processes and routines implemented by this role will determine the agility of the business and quality of outputs
Required Qualification
Minimum 15-18+ years of experience in FMCG brand marketing, experience at TCCC a must.
Portfolio management experience
Brand Leadership experience
Cross functional team leadership
IMC & Connection experience
Business / GM experience / understanding
Versed in Communication
Matrix working
Experience of leading and inspiring others, so that they empower others to meet and exceed their objectives and bring passion to their work.
Preferred Qualifications: Strategic thinking, strategy and brand development, marketing leadership experience, innovation leadership, has worked in areas of communication beyond paid media (e.g. Brand Marketing, Integrated Marketing Communications, Public Relations, Shopper Marketing, etc.), knowledge of current trends esp. in nutrition, beverage and H&W, experience in marketing and branding of health & wellness brands and/or indulgence brands; content/social media knowledge, programmatic buying;
Required Qualification: University/Advanced Degree a must
Preferred Qualification: Postgarduate/Master’s
MBA is preferred Marketing background Preferred if led TCCC Brand business in Sparkling and Stills for extended numbers of years. Preferred if worked in multi franchise, Group or Corporate cross experience roles. Strongly preferred to have experience at country / multi-region level having interaction with commercial and system bottlers
Supervisory Responsibilities: 4
Related Competencies
Core Competencies
LEADERSHIP BEHAVIOURS
Drive Innovation:
Generate new or unique solutions and embrace new ideas that help sustain our business (encompassing everything from continuous improvement to new product and package innovation)
Collaborate with System, Customer, and other Stakeholders:
Develop and leverage relationships with stakeholders to appropriately stretch and impact the System (Company and Bottler)
Act Like an Owner:
Deliver results, creating value for our brands, our System, our customers and key stakeholders
Inspires Others:
Inspire people to deliver our mission and 2020 Vision, demonstrate passion for the business and give people a reason to believe anything is possible
Develop Self and Others:
Develop self and support others’ development to achieve full potential
GROWTH BEHAVIOURS
Growth Mindset:
Demonstrates Curiosity. Welcomes failure as a learning opportunity.
Smart Risk:
Makes bold decisions/recommendations
Externally Focused:
Understands the upstream and downstream implications of his/her work. Tracks and shares external trends, best practices, or ideas.
Performance Driven & Accountable:
Has high performance standards. Outperforms her/his peers.
Fast/Agile:
Removes barriers to move faster. Experiments and adapts. Thrives under pressure and fast pace.
Empowered:
Brings solutions instead of problems. Challenges the status quo. Has the courage to take an unpopular stance.
Functional Competencies
Functional Skills
Leading the development of consumer insights
Leading brand and brand equity building
Brand and business health analysis
Leading creation of consumer marketing strategies and plans
DNA model understanding (Integrated Marketing Communications, Revenue Growth Management)
Leading innovation
Project management
Main Competencies
Imports and Exports Good Ideas
Delivers Results
Balances Immediate & Long-Term Priorities
Lives the Values
Drives Innovative Business Improvements
Develops and Inspires Others
Collaborate with the System, Customers and Key Stakeholders
Cultural Diversity
Has worked most of his/her career in a collaborative working situation, in which different viewpoints from a range of stakeholders needed to be taken into account to arrive at a productive solution.
Ability to work across multiple geographies and relate to people of different cultures/languages
Ability to understand local consumer insights coming from a different culture & language
Travel Requirements
Significant travel may be required: estimated 35%
In collaboration with BU leads, influence and co-create brand strategies for total beverage portfolio (across target audience, channels and packages) that support the overall marketing / business strategies for ECAF, while also identifying incremental opportunities and business propositions as per Stills 2.0. Execute the strategies to win in the market place, manage Brand Portfolio & Marketing team to achieve targeted volume, value, share, contribution and image results. Analyse market trends and development with the aim of identifying incremental volume/value and share opportunities.
The role is one of the most critical positions in the Franchise Organisation determining the strategic direction as well as the future revenue growth potential. The role will be responsible for developing the long-term portfolio growth strategies as well as the master brand plans to be implemented by the FO teams in the course of the ABP process. This will be achieved through a thorough market understanding and by continuously identifying gaps and revenue growth opportunities which can be captured by leveraging scalable consumer insights. In order to make this happen, this role requires deep understanding of the TCCC Sparkling & Stills business to drive and accelerate our brand portfolio in all aspects including recruitment, retention and frequency of consumption and in all aspects of managing category perceptions. In addition, this position will lead the relevant IMC subject matter experts to translate the brand growth strategies and plans into actionable content and connection deliverables
This role is the custodian of brand standards, brand health and reputation across the FO.
Provide marketing leadership to the Coca-Cola system for identifying, creating and prioritizing profitable volume opportunities for the company’s total brand portfolio.
Develop and execute marketing strategies and integrated programs that maximize volume and the long-term value of company brands.
Ensure that all FO strategies and programs are understood and supported within the BU. Develop and maintain an effective relationship with the Bottler community to ensure proper execution of strategies and continued growth within markets.
Act as a central point to facilitate market information flows. Lead Marketing Department directly
Sets 3-5 year consumer vision for the Franchise.
Prioritizes high level consumer / portfolio opportunities and allocates business unit marketing resources accordingly
Heavily influences the planning direction for the FO.
 
Works to align stakeholders and broader system on consumer strategies and ensures that all plans / activities are integrated nationally / regionally and with the Bottling system

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