The Director of Field Marketing’s (DFM) purpose is to ensure the successful planning and execution of marketing programs within Coca-Cola Consolidated, Inc. (CCCI). The DFM is responsible for leading, building, and executing the regional marketing plan that supports growth targets the company establishes. The DFM reports into the EBU Sr Director of Field Marketing and has supervisor authority over the Field Marketing Manager of CCCI. Performance will be judged by consumer Brand relevance, volume, revenue, and share performance.
The DFM will lead the Brand marketing message and manage relationships within CCCI, Retailers and National/Regional Accounts across all sales channels within a specific territory. This will involve collaboration with BUVP’s, Region Managers, Director of Sales, Brand Managers, Sports Marketing, Music Marketing, Gaming, Digital, the National/Regional Account Management teams, and Commercialization Directors.
The DFM will help serve on the EBU CCCI Leadership Team and will set an example of marketing leadership for the entire CCCI team. The DFM will help attract and retain prestige properties within the BU territory and obtain new marketing partnerships within the target markets. This DFM role will also be accountable for developing and executing a unique marketing business plan within budget while elevating others around them.
Essential Job Functions:
Lead the National Marketing message to the Regional BU Team and CCCI. Establish relationships with our national marketing department to ensure the development of required sales tools and programs.
Ensure BUVP, Directors, NAM/RAM team, Commercialization, Events, and CET sampling execution follows brand strategy on designed programs.
Work with other marketing functions, the bottler and Business Unit to lead, develop, oversee, and effectively communicate the marketing plan for the respective region.
Leverage all national marketing programs relevant in the region to their fullest extent. Examples include: new product launches, national trimester promotions, regional promotions (including but not limited to Supercross, Monster Cup, NASCAR, Monster Jam, MMA, Pro Bull Riding, NHRA, Influencers, Moto GP, F1, X-Games Austin, and X-Games Aspen), and tour & event sponsorships.
Prioritize locally-developed initiatives to primarily focus on markets with the greatest opportunity.
Track and ensure the “Local Marketing Fund” and assigned budget is spent in the most effective and efficient manner.
Manage local sponsorship agreements.
Actively participate in leading conference calls and quarterly meetings with other FMM’s facilitating communication
& sharing of best practices.
Champion new product launches, sales incentives, focus periods, and market blitzes in their respective regions with
Commercialization teams
Audits of P-O-S order activity to ensure execution accountability.
Work with the Brand team and Sales to develop & implement sales incentive programs, training materials, regional
tradeshow activation, and support for market blitzes and other sales/trade events.
Work with Brand, Digital, Sports Marketing, Music Marketing, Sales Operations, & Marketing Operations to plan and
communicate event activation, hospitality, and ticket ordering/distribution.
Additional duties as assigned.
The ideal candidate will have at least 10 years of combined experience in the areas of Field Marketing, Sales and Brand Management in the beverage/packaged goods industry.
Must have been with the same firm for a minimum of 2-years.
Must be able to create and execute a comprehensive marketing plan.
Experience effectively coaching and managing a team of people.
Must have a strong sense of urgency.
Must be detail oriented.
Must be a collaborative team player.
Must possess effective leadership skills.
Must be decisive and enforce brand standards.
Ability to travel 25% of the time.
Candidate should possess a bachelor’s degree in business or marketing.
Working knowledge in Microsoft Office (PowerPoint, Excel, Word), Microsoft Outlook, the Internet and social media.
