As we continue creating the best marketing programs in a digital world, we are increasing our resources devoted to executing best-in-class digital brand programs. It is vital that we create digital engagement programs to allow our stories to thrive and succeed in the digital world.
Within the Digital Platforms team, the Senior Digital Engagement Manager, Sports and Assets position is the interface with the brand, connections planning and activation, and content teams to drive digital execution on key Sports and Asset focused programs for the Company. This role will be integral in delivering on the opportunity to connect our brands’ scaled physical presence and irresistible experiences (tickets, behind the scenes, special content, etc.) across our assets to engaging digital experiences.
The role will also manage and oversee work of digital agencies, brand digital engagement managers, and contractors.
Primary Duties & Responsibilities
Represent the voice of the digital shopper/consumer in the planning process
Act as the SME with specialist insight into the digital behaviors of shoppers, consumers and constituents
Contribute to the ‘selling stories’ for our brand programs, partnerships and platforms focusing on those with Sports and Assets
Manage external digital agencies, IT, and vendor companies to execute programs end-to-end
Assess results of programs, provide post-program reviews that capture learnings and incorporate them into future work, while driving a measurement mindset across the team
Represent the Digital Platforms and LiquID Rewards discipline within our system, with our customers and in the industry.
Function Specific Activities:
Planning: Partner with (holistic) Connections Planner in the development of program level connections plans with specialist input on digital tools, techniques, capabilities and platforms.
Create breakthrough ideas to make our marketing communications stand out in a digital world and allow our stories to thrive, spread, engage and actively involve digital consumers, shoppers and other constituents
Constantly strive to leverage digital tools (data, ecommerce, instant action, location, mobile etc.) to close the loop of impressions, expressions, conversations and actions through to repeated transactions and advocacy
Communication: Exceptional communication skills that help simplify complex digital capabilities and technologies, educate and inspire those who need to make use of them and then keep partners informed as to the development, deployment and ultimate effectiveness of programs.
Analysis: Analyze and understand digital customer and consumer opportunities and translate them into potential connections ideas, tactics and programs.
Coordinate custom research efforts with internal and supplier partners as necessary to effectively measure program ROI across revenue, brand equity, and shopper engagement.
Decision Making: Take decisions on the recommended components of programs to support brand and customer plans, on the most effective and efficient means of executing
Identify and manage the correct external partners (agencies, technology companies, suppliers of products/experiences etc.) to bring about flawless execution and negotiate contracts and deals where appropriate
Make ‘in flight’ decisions to optimize, course correct, amplify or cut programs based on engagement and data derived.
Innovation: Find innovative ways of leveraging existing digital capabilities to create genuinely differentiated programs that inspire customers and consumers to choose The Coca-Cola Company. And where existing capabilities fall short, create new ways to drive our agenda and roadmap for “marketing in a digital world”
Actively manage the convergence of physical and digital behaviors (phygital) as they relate to our consumers, customers and constituents to advance more integrated and holistic connections plans
Project Management: Manage the execution and delivery of multiple connections programs to hit targets, optimize efficiencies and remains on budget;
Manage agencies, suppliers and contractors employed in the delivery of programs
Inform vested parties on progress and make ‘course correction’ decisions
Core Competencies: must have strong foundations in all things digital, Innovative planning mindset, inventive creator of ideas, natural problem solver, great communicator, great collaborator, balance long-term relationships and short-term programs, analytical bent, inspires and influences peers, colleagues, customers and other parties.
Education
Bachelor's Degree in Business, Marketing or Technology required; Master's Degree preferred
Professional Experience
8 or more years of experience in Marketing Activation, Experiential, Digital Marketing, Promotions, or Connections Planning required
Experience working within large, highly-matrixed organizations preferred
Vendor and budget management preferred
