This position is responsible for managing all aspects of key marketing partnerships, beginning with the development of strategic asset plans and taking them through the execution stage. This includes leading top-to-top relationships, partnering on acquisitions and renewals, collaborating with bottlers, system stakeholders and customers to integrate marketing asset partners into channel and customer plans to drive key business objectives.
Function Related Activities/Key Responsibilities
Activate The Coca-Cola Company System (e.g. cross-functional team members, segment resources) to develop and implement regional business plans and activation programs that meet Brand, Bottler, Channel, Customer and Marketing Asset Partners’ needs to maximize key business objectives (e.g. revenue, profit and volume).
Lead customization and implementation of integrated marketing communication and asset activation plans by coordinating internal and external functions (e.g. marketing assets & sponsorships, e-marketing, local advertising, consumer / shopper promotions, etc.) in order to achieve high performance results on time and within budget.
Extract maximum value by fully leveraging all sponsorship benefits in contracts through the creation of asset plans that may include packaging, POS, PR, fan engagement, experiential, customer/retail, community, business-to-business, social/digital/mobile. Steward and leverage all asset inventory including tickets, team trips, consistent with Company policy.
Partner with Franchise Leadership on market specific business opportunities utilizing assets.
Develop and communicate written briefs for use by agencies or suppliers (e.g. creative, advertising, packaging, consumer promotions, merchandising, etc.) to direct their work activities in order to generate concepts for effective execution of region marketing programs and objectives (e.g., drive trial, increase loyalty). Direct all creative activation work relevant to asset or market activation.
Acts as subject matter expert to ensure all region POS, packaging, programming, etc., protect the Company’s rights, trademarks and investment while meeting the needs of our customers and assets.
Budget management and stewardship
Relationship management
Education Requirements:
Bachelor’s Degree required
Related Work Experience:
5 or more years of relevant experience, preferably with experiential or sports agencies supporting CPG and/or beverage industry
Knowledge of brand strategy and application across channel, including local marketing
Knowledge of key consumption occasions, shopper messaging, and methods of activation
Proven track record of achieving sustainable results
Sports marketing experience either with team, league, agency or client
Strong background in social, digital, mobile technologies
Functional Skills:
Cross functional team leadership and collaboration
Program development, stewardship and post-analysis
Collaborative Business Planning
Knowledge and understanding of brand standards, TM use, legal guidelines and Vis ID SME
Knowledge of agency capabilities, rules development and legal approval process
Shopper marketing principles
Strong social/digital background
Sports marketing experience and knowledge of league rules
