Coca Cola: Snr Communications Mgr (Brand Experience)

Coca Cola: Snr Communications Mgr

• Responsible and accountable for delivering cross functional integrated marketing campaigns in accordance with the approved Brand plans and budgets for each year

• Accountable for delivering DME and Brand Contribution goals, managing the set up and day-to-day execution of marketing communications plans, recommending and implementing corrective/adjustment actions to optimize effectiveness and ensure achievement of targets.

• Lead the development & execution of marketing asset strategies & plans across TCCC portfolio of brands to maximise long-term volume & profit flow and increase the long-term value of the portfolio.

• Lead the cross-leveraging across environments to maximise overall asset through media and PR amplification – including opportunity identification and maximization across the asset portfolio

• Active participant in relevant associations – on-going networking and influencing of key stakeholders in these associations

• Nurture an effective working relationship with Brand teams/Franchise and Group/Global supporting service units and the Bottler(s) and lead proper field execution of marketing asset strategies and plans.

• Lead, motivate and develop capabilities of the Brand Experience Team.

• Ensure that the Company has best-in-class agency partners to help develop world class work and drive development and execution productivity

KEY DUTIES/RESPONSIBILITIES: 

STRATEGIC THINKING/IDEA GENERATION (30%)

• Anticipate future trends and cross functional leveraging opportunities

• Develop category strategies across brand and initiatives to drive sustainable platforms 365-days a year

• Ensure growth of brand equity (volume & value) in all initiatives

• Develop and communicate contractual and activation requirements as part of the Annual Business Plan Process

• Challenge all asset requirements as an aspect of the marketing mix in terms of understanding and awareness of consumer & customer trends and their impact on brand strategy and plans

• Develop a 3-year asset strategy for the portfolio in partnership with the brand teams. Communicate and drive this strategy across the system.

• Manage the asset portfolio as a business in terms of drivers, opportunities and return; Use financial insight to make principle based strategic decisions which benefit the BU;

• Regular review / update meetings with stakeholders, agencies, associations and bodies to ensure alignment on activities and refinement of strategic objectives where required, as well as utilization of network to influence direction for CCSA

• Build relationships with relevant associations and bodies to drive leadership and influence change in these environments

• Initiate and manage all contract negotiations and finalization of agreements

• Integrate Global KO Programs where relevant into Marketing Communications Programs

 

DELIVER RESULTS (50%)

• Lead the cross-leveraging across environments to maximise overall IMC programs – including opportunity identification and maximization across the asset portfolio

• Step-change Marketing Asset Performance across Brand Portfolio Performance through Best-in-class Experiential Execution and maximization of rights and entitlements as per contractual agreements whilst driving key Brand association scores across disciplines and Equity Measures

• Challenge the development of break-through ideas and execution across all IMC programs

• Develop and manage brand experience team to support strategic direction

• Anticipate situations and develop approaches that maximise the business opportunities;

• Integrate all marketing efforts in partnership with the brand and broader IMC team (media, PR, creative & digital) to deliver a consistent overall communications plans

• Actively observe and ensure adherence to quality and procurement standards across all marketing communications initiatives across the system

• Ensure IMC programs meet agreed success criteria across the BU

• Apply all agreed KO IMC Process and Procedures

• Ensure that tactical plans are developed and monitored for delivery against strategy and that marketing asset plans implemented, monitored and evaluated in line with Brand Plan

• Track and analyse brand communications performance and initiatives

• Leverage Marketing Assets Framework and Best-Practice across the system in order to ensure rationalisation and ongoing evaluation/amplification of assets

• Manage execution of programs and ensure delivered on time, in budget and with bottler engagement and integration

• Monitor and manage contractual rights and renewals

• Ensure that obligations are delivered by all parties across all Assets.

• Identify opportunities across the Marketing Assets discipline to maximize DME productivity

 

SYSTEM ALIGNMENT (20%)

• System alignment and utilization of IMC Framework across TCCC System to improve both Bottler and Agency Management and Efficiencies across all brands

• Develop and share IMC program plans with clear roles, responsibilities, actions and deliverables documented and disseminated across the system

• Implement appropriate tracking procedures to ensure proper execution of these activities through effective use and management of EPM

• Align assets strategy (with all key stakeholders, including bottlers) across the BU to ensure value for the system

• Scoping of all projects with bottler engagement to ensure alignment and allocation of roles and responsibilities

• Build Bottler commitment to the annual marketing asset plan covering consumer and operational marketing objectives

• Develop with the Bottler, through franchise teams, an effective implementation plan for all marketing asset activities

• Ensure seamless marketing communications information flow within the system and key partners (from/to Bottler and within TCCC departments and agency partners).

FINANCIAL/ JOB SCOPE: 

• Marketing Asset Portfolio Management

• DME Management and allocation of Asset Rights Fees and Activation Budget to the value of R118m (One hundred and eighteen million rand) and agency management fees to the value of R12m (twelve million rand) = overall DME responsibility of R130m (one hundred and thirty million rand)

• IMC Management Process in accordance with IMC Framework and guidelines

• Overall Performance of Asset Portfolio as per MAM AES Guidelines

• Evaluation of Marketing Assets against AES Scorecard

• Department Opex Expenditure Management

• Department Admin Expense Management

 

ORGANIZATION IMPACT/ INFLUENCE:

Extensive High Level Strategic / Operational Interaction with: Brand Marketing team, IMC Head, Head Sparkling Beverages, Head Stills Beverages, Bottlers, Rights holders, Third Party Agencies, Suppliers, Franchise Operations Team; Knowledge and Insights team

 

Nature and Purpose of the Interaction: Marketing Communications Portfolio Management, Optimization of BU Marketing Assets  across all relevant brands and through the leverage of bottler resources to drive Brand Equity and Key Brand Scorecard Measures driving volume and business sustainability

RELATED JOB REQUIREMENTS/ QUALIFICATIONS:

 

Specialist Skills:

• FMCG / Brand Management experience

• People Management Experience

• Brand Marketing Experience

• IMC Process Theoretical and Practical application

• Coca-Cola System Knowledge (Optional but preferable)

• Agency and Supplier Management

• Sports Federation Management experience

• Post project evaluation

• Media & PR leveraging experience

 

 Generic Competencies: Refer to Competency Directory  and Provide between 3 – 7 of the highest priority competencies

 

• Balances Immediate and Long Term Priorities

• Drives Innovative Business Improvements

• Imports and Exports Good Ideas

• Develops and Inspires Others

• Lives the Values

• Delivers Results

 Required Experience

Minimum of 8-10 years work experience in a broader communications/sponsorship/asset management/brand marketing background (preferably in an FMCG Company).

 

EDUCATIONAL REQUIREMENTS: 

Minimum: Tertiary marketing qualification

Preferred: Bachelor’s Degree in Marketing(Bcom) / BTech in Marketing

Diploma in Sports Management

 

ANALYSIS

• Senior Internal and External Stakeholder Management

• Team Management and Leadership

• Cross – functional team management

• Portfolio Management and Integration

• Stakeholder management (media, suppliers, rights holder, etc)

• Brand Marketing Expertise

 

JUDGEMENT AND DECISION MAKING

• Evaluation of New and Existing Assets as per  IMC Plans (Full accountability)

• Supplier / Agency management to ensure delivery against scope of agency agreement  (Full accountability)

• Initiation and negotiation of all Asset agreements  (Full accountability)

• Regular interaction and recommendations provided to Head Sparkling and Head Stills Beverages on Asset Portfolio management (Full accountability)

• Ensure Project Managers drive Asset amplification of CCI (Core Creative Idea) – (Full Accountability)

• Input into Brand Objectives and Strategy (Recommendations)

 

TRAVEL REQUIREMENTS: 
Limited travel required: 20% overnight travel locally

ADDITIONAL INFORMATION: 
Grade 12: Location Johannesburg

 

HOW TO APPLY

Click on this link to apply online

Posting for his role closes on the 4th September 2013