KEY WORKING PARAMETERS
Focus, Scope, & Impact:
You will be the architect of the portfolio of brands (strategy) for Sparkling Flavours of The Coca-Cola Company in India & Southwest Asia. This portfolio houses 2 BN dollar brands Thums Up and Sprite, super brands like Fanta and Charged, and all the innovations under this franchise. You will be leading conceptualization for the brand strategy and developing a blueprint for end-to-end brand solutions that would drive brand growth and stronger consumer affinity to build higher weekly+ drinkers & brand transactions.
- You will lead the development of consumption ritual plans working with the Category and Brand Leads, Commercial leads, IMX (Integrated Marketing Experience) leads to ensure an increase in W+ across these brands
- You will create a blueprint of the brand solution, including the creative idea that would translate into a brand campaign, shopper journey, digital experiences, tech integrations, platform IDs, etc.
- You will identify the appropriate partners and collaborators among external partners to bring the blueprint to life across various touchpoints and ensure the brand’s purpose and strategy are reflected in the brand solution.
- You will lead the cross-functional discussions and be responsible for key stakeholder alignments across global and local teams.
- You will lead brand experience design, creative strategy, promotion strategy and content development by sharing executional learnings and best practices from other players/industries.
Key Success Parameters
Experience
- Besides a career resume, the candidate must share a portfolio of work that demonstrates creative thinking, experimentation, and out-of-box execution capability
- Diverse experience spanning brand management and media/platform/tech / brand-planning experience (12+ years).
- Must have some experience in marketing spanning multi-functions (could include consumer insights, marketing mix management, new capability development, digital marketing etc.)
- Good-to-have (but not need-to-have) experience in working with/ for CPGs that have a larger national footprint with a good understanding of digital media.
- Preferable if also has some experience in working with digital media and teen-focused brands.
- Clear communication skills with the ability to influence and negotiate across multiple stakeholders.
- Leading strategic conversations and alignment with senior and key stakeholders.
Work Focus
- Driven to Ideate & Innovate, Consumer-Centric, with a love for Insight Mining
- Ability to build on existing human insights, culture, and market trends, to think of brand solutions and ecosystems, and therefore build a sustainable value system for the project.
- A flair for working with unstructured briefs, diverse teams, and multi-agencies to align them to shared goals to deliver deadlines.
- Ability to brief agencies to develop a go-to-market roadmap across traditional and digital media integrating technology, media and shopper channels.
- Ability to orchestrate multiple stakeholders with a high bias to action, delivering the most effective and efficient roll-out plans for market execution.
- Expertise in working with different external partners (i.e.: agencies, production houses, platforms, digital media etc.)
- Ability to work in Agile cross-functional teams.
Communication Focus
- The role will require frequent communication with Global and Local teams.
- The role will also interact frequently with external parties, particularly agencies.
Key Knowledge Requirements
MASTERY REQUIRED: CONSUMER INSIGHTS, BRAND STRATEGY, STRATEGIC THINKING, PORTFOLIO MANAGEMENT, TEAM LEADERSHIP, AGENCY MANAGEMENT.
GOOD TO HAVE: CHANNEL / SHOPPER MARKETING, MEDIA MANAGEMENT (TRADITIONAL + DIGITAL), CATEGORY MANAGEMENT.