This role will lead top line growth and value creation for Minute Maid/ Fuze Tea portfolio brands in SA. Minute Maid/ Fuze Tea led by Bonaqua and Valpre are big bets across SA territories. In light of the continuing trend of growing H&W categories, this role will be a key contributor to capture the future revenue growth potential reflected in the LRP’s of SA. The role will be responsible for developing the long-term TCCC Minute Maid/ Fuze Tea portfolio category growth strategy for the region and will roll-out in the coming years. Based on category strategy, the role will create the related master brand plans and their implementation in the course of the ABP process, success in Minute Maid/ Fuze Tea 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 not only deep expertise of the beverage category but especially a profound business and operational understanding of how to profitably build and grow Still Beverages brands within the Coca-Cola System. On top, this position will also lead the content development and connection planning process for the portfolio in collaboration with the Stills BU leads, IMC, C&CL and bottling team. This person will also provide leadership in identifying consumer insights and creating winning strategies that deliver against consumer and company destination for the brands. Be the role model in implementing the new way of working in SA and with the BU team.
Function Specific Activities:
Preferred Qualifications:
Strategic thinking, strategy and brand development, marketing experience, 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/pop culture, experience in marketing and branding of lifestyle or entertainment brands, knowledge of data and programmatic buying, content/social media knowledge.
Functional Skills
Understanding & developing consumer insights
Building brands and brand equity
Brand and business health analysis
Creating consumer marketing strategies and plans
DNA model understanding (Integrated Marketing Communications, Revenue Growth Management)
Managing innovation (pipeline management)
Project management
Main Competencies:
Imports and Exports Good Ideas
Delivers Results
Balances Immediate & Long-Term Priorities
Lives the Value
RELATED EXPERIENCE REQUIREMENTS/ QUALIFICATIONS:
More than +7 years of Marketing experience
Brand Management at Group, BU level experience
Experience in a broad variety of geographies and cultures
Business / GM experience / understanding
Versed in Communication
Matrix working
Key decision making and prioritization based roles
Job Requirements:
Years of Experience:
Growth Behaviors:
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 AND 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.
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