Region Front-Line Marketing Lead will:
- Drive local bottler alignment on the marketing agenda: portfolio priorities and category/brand strategies and plans (objectives, DME investments, success metrics and activity calendars, including Innovation projects and IMX Campaigns) in partnership with C&CL and Franchise Leadership.
- Provide input on OU-and Market-level portfolio plans, brand plans (activities, calendars, execution of allocated DME) and local innovation opportunities.
- Provide market input for the development of OU- and market-level Innovation projects and IMX campaigns (as applicable).
- Oversee localization and real-time amplification of IMX campaigns within the region, providing input to OU IMX team.
- Execute local media buying that cannot be bought at OU-level (through Mkt procurement).
- Manage brand activation at the local level, including POS activations & promos and experiential marketing and events (leveraging mkt assets), in coordination with bottlers.
- Support the System in Customer & Shopper marketing agenda, maintaining strong relationships with key customers.
- Region Front-Line Mkt Lead will carry out duties as individual contributors; drawing on local agencies; and interacting regularly with OU Frontline Marketing Lead, OU IMX Lead and broader OU marketing team.
Key Success Parameters
- Experience.
- Significant mkt and leadership experience (8-10 years) with some people management experience.
- Direct experience with marketing activation.
- Business and commercial acumen, including financial expertise.
- Experience working with TCCC external partners (bottlers and customers).
- Experience working in cross-functional and cross-geographical teams is preferred.
Work Focus
- Ability to provide nuanced region-level input on marketing strategy and plans (e.g. consumer/ shopper insights) and other key elements of broader OU / global strategy, as necessary.
- Ability to develop relationships with key bottlers and ensure alignment and buy-in on mkt agenda.
- Ability to coordinate full details (calendars, resources, metrics) of local activation with Bottlers.
- Ability to identify needs for campaign localization or customization as necessary.
- Ability to guide media buying (in partnership with Mkt procurement), as necessary.
Communication Focus
- Role will require frequent communication with OU Frontline Marketing Lead, OU Category Leads, OU IMX team, and OU C&CL team, OU Franchise leadership teams.
- Role will also interact frequently with Bottlers and external parties (activation agencies, media).
KEY Knowledge REQUIREMENTS
- Mastery of (Required).
- broad expertise in (Good to Have).
- Marketing activation / execution.
- market dynamics in franchise unit geo.
- POs and experiential marketing.
- TCCC business models.
- Business / Commercial Acumen.
- Media buying.
- relationship management (with external stakeholders).
- Consumer insights.
- team management & leadership.
- growth-oriented thinking.