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Director, Global eCommerce Strategy
Coca-Cola Company
Atlanta, GA, United States
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Position Overview:The eCommerce channel is one of our fastest growing channels anticipated to generate over 800mm unit cases and $7B in total retail sales for our products by 2020. The Director of Global eCommerce is responsible for leading The Coca-Cola System’s eCommerce growth strategy and inspiring the global system to execute with excellence. The responsibilities of this role include leading the global eCommerce community with a priority focus on the Amazon global and international business development. The position will work across functional areas of eCommerce serving as a Center of Excellence for our global system towards influencing business decisions and driving growth results. The position plays a critical role with driving core eCommerce and digital marketing edge capabilities across the global community and with strategic customers – customer teams. This ideal candidate will demonstrate the ability to influence the system globally using impactful communication and leadership skills as well as a passion for driving growth in a dynamic fast paced landscape. Lastly, this role will provide system knowledge and coaching on new emerging eCommerce growth customers (e.g. Pinduoduo).
Function Specific Activities:
The capabilities we are looking to develop are:
• Strategy: Establish the global Coca-Cola eCommerce vision and strategic imperatives that will drive both short and long-term system growth. Serve as an industry and system expert for eCommerce leveraging FMCG trends while identifying strategic white space growth opportunities and initiatives with specific action plans. Build system eCommerce understanding and capabilities that accelerates growth beyond current trajectories.
• Global Community Leadership & Development: Collaborate with the Coca-Cola BUs, Bottlers and various Partners / Stakeholders to foster and lead our Coca-Cola Global eCommerce community towards creating material value that drives growth across the globe. In addition, this leader will build value based relationships and trust across all BUs and Bottlers.
• Amazon Business Development: Serve the global Amazon customer and community as a business development leader towards driving best practices, create problem solving forums and lead innovative growth pilots that enable swift learning for lifting/shifting growth initiatives across the globe. This role will work across a diverse market and customer landscape in a way that ensures Coca-Cola’s ability to maximize sustainable growth of volume, sales and profits. The leader will work across all of Amazon’s markets collaboratively with BUs and Bottlers to develop winning strategies and then scorecarding and stewarding results globally. Lastly, understand the unique differences of Amazon commerce (1P + 3P) and media platforms that drive success.
• eCommerce Growth Capabilities: The leader will serve as an eCommerce global SME across all strategic digital commerce functional areas leveraging the refreshed Coca-Cola eCommerce Wheel (e.g. eOBBPC, Digital Shelves, SEO, Features/Activations, Audience Connection, Innovation and eRed Execution). Identify, create and scale key tools and training to advance our eCommerce and Digital Shopper Marketing capabilities. Lead all GCCL eCommerce communication elements (e.g. train the trainer, customer commercial connects, system communications, eblasts and monthly WebEx’s). Assist in as-needed limited market fieldwork which helps build core eCommerce capabilities and sales growth working collaboratively with the Field / BUs. Formulate eRTM and supply chain solutions that enable us to work efficiently and effectively with BUs to ensure our system profitability while meeting the goals of the customers. This position will also support our systems’ Global PIM and DAM tool development while also providing value with selected BU’s DTC initiatives.
• Innovation: Serve the Coca-Cola System as a catalyst leader for ecommerce growth as you identify white space innovation opportunities and rally system resources (e.g. distributed commerce, voice, etc.). Provide research, insights, innovation pilots and growth recipes focused on key questions - challenges to maximize our capabilities and revenue selling through our customers’ eCommerce verticals.
• O2O Commerce Model Leadership: The O2O space is evolving rapidly as our customers seek seamless shopper experiences leveraging new digital technologies and multi-channel marketing. This role will have a truly unique opportunity to utilize the best system resources, tools, community and networked partners to create new global O2O edge strategies that lead to new innovative growth solutions for the Coca-Cola ecosystem.
Additional Responsibilities:
• Continue driving the Coca-Cola Digital Strategy and 2.0 Playbook and Scaling the Coca-Cola Way of eCommerce across customers and markets.
• Global system key learning collection and sharing for key accounts like Amazon, Baba, JD and others.
• Customer and industry presentations to enhance our global customer relationships while building industry credibility.
Education
: Bachelor’s Degree
Experience: Minimum 8+ years in commercial, marketing or other cross platform leadership function, preferably in beverages or other fast-moving consumer goods categories.
Other Experiences and Capabilities
• Proven expertise in either CPG eCommerce and/or digital marketing.
• Strong communication skills with senior leaders and global communities.
• Demonstrated performance in galvanizing change, innovation and growth.
• Strong written and presentation communication skills.
• Flexibility to change and be agile with changing business requirements and needs.
Job Requirements:
Years of Experience:7-10 Years Experience
Leadership Behaviors:
• DRIVE INNOVATION: Generate new or unique solutions and embrace new ideas that help sustain our business(encompassing everything from continuous improvement to new product and package innovation).
• COLLABORATE WITH SYSTEM, CUSTOMERS, AND OTHER STAKEHOLDERS: Develop and leverage relationships with stakeholders to approximately stretch and impact the System (Company and Bottler).
• ACT LIKE AN OWNER: Deliver results, creating value for our Brands, our System, our customers, and key stakeholders.
• INSPIRE OTHERS: Inspire people to deliver our mission and 2020 Vision, demonstrate passion for the business and give people a reason to believe anything is possible.
• DEVELOP SELF AND OTHERS: Develop self and support others' development to achieve full potential.
Growth Behaviors:
• GROWTH MINDSET: Demonstrates curiosity. Welcomes failure as a learning opportunity.
• SMART RISK: Makes bold decisions/recommendations.
• EXTERNALLY FOCUSED: Understands the upstream and downstream implications of his/her work. Tracks and shares external trends, best practices or ideas.
• PERFORMANCE DRIVEN AND ACCOUNTABLE: Has high performance standards. Outperforms her/his peers.
• FAST/AGILE: Removes barriers to move faster. Experiments and adapts. Thrives under pressure and fast pace.
• EMPOWERED: Brings solutions instead of problems. Challenges the status quo. Has the courage to take an unpopular stance.
We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.