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Director, Channel Strategy-Large Store
Coca-Cola Company
Atlanta, GA, United States
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It’s an exciting time to work in The Coca-Cola Company’s flagship market. We’re accelerating our momentum as the fastest-growing large consumer goods company in North America by putting people at the heart of our business and everything we do – whether we’re innovating to give consumers the drinks and packaging sizes they want, or building our eCommerce capabilities. People are our focus when we’re collaborating with our diverse network of locally-connected bottling partners, and when we’re returning every drop of water we use to communities and nature. And people – with the different backgrounds, skills and perspectives they bring to our workplace – are helping transform our business, one big idea at a time. We empower our employees to challenge the status quo, make bold recommendations, experiment and adapt, so we can grow together and make a great business even better.
Function Specific Activities:
Position Purpose
• Leads development of a multi-year channel strategybased on strategic shopper & category insights.Responsible for defining role, business ambition, and how we will win in these channels. Creates multi-year growth strategies and prioritizes commercial big bets to drive the growth. Determines key metrics and multi-year objectives.
• Responsible for partnering with RGM, Brand, Innovation team , Franchise, and NRS Lg Store/Club teams to develop segmented, multi-year innovation strategy, corridors, and pipeline for the channel. Identifies and stewards opportunities to optimize route to market and investment choices in support of Innovation Strategy.
• Createsannual channel plan designed to deliver multi-year strategy. Leverages revenue pools and Sources of Growth to determine channel priorities. Partners with shopper marketing and category commercialization to determine key merchandising, marketing, and commercial tools to deliver each priority. Creates execution targets for key priorities and sets national AMPS.
• Leads the development of annual and monthly channel Picture of Success. Determines priority points of contact in the outlet and prioritizes brands, packages, and occasion based solutions for each point of contact. Develops annual activation calendar by point of contact.
• Owns all commercial and Ready to Sell routines for the Large Store channel. Responsible for partnering with Category Commercialization and Shopper Marketing to communicate channel priorities and solutions to NRS and bottler partners.
Function Related Activities/Key Responsibilities
Development of channel strategy & plan to drive revenue growth including annual operations plan for execution with NRS and franchise leadership:
• Responsible for the development of channel strategies that tie to a 3 yr. commercial plan and achieve company revenue, volume and profit goals
• Leads the strategic thinking derived from situation and opportunity assessment to develop competitive annual commercial plans for Large Store and Club channels
• Leads brand and event prioritization and establishes activation sequencing for highest leverage opportunities
• Defines the annual and monthly Picture of Success standards & guidance aligned to channel goals and key initiatives
• Interfaces closely with Category Commercial teams to ensure translation of brand strategies into channel-relevant commercial plans
• Partners with Shopper Marketing to build and strengthen retail solutions for the Large Store channel
• Prioritizes primary channel research initiatives to be submitted to Knowledge & Insights (K&I) group
• Identifies, stewards, and tracks annual national execution priorities for Large Store and club channels
Lead development and maintenance of multi-year innovation strategy for the Large Store and Club Channels
• Leverage shopper & customer insights to define and prioritize potential innovation corridors in partnership with NRS teams
• Work with Cat Comm team and Innovation team to assess and validate innovation corridors
• Create and commercialize customer-facing Large Store/Club channel innovation strategy story
Responsible for collaboration with NRS and Franchise partners to steward channel initiatives with key customer and bottling partners
• Stewards channel big bets (initiatives, innovations, occasion solutions) with NRS and Franchise partners to increase sell-in;
• Leads deployment of key routines such as Ready to Sell & Bi-Weekly Commercial routines with NRS community to communicate priorities and inspire teams to drive differentiated retail activation
• Monitors & stewards performance tracking of channel priorities
• Directs adjustments to performance gaps
Development and implementation of channel initiatives to drive category and shopper value and importantly, System revenue, volume and profit growth
• Create and develop insight-driven channel initiatives that provide thought leadership to customer & franchise teams that and provide a differentiated competitive advantage and support the achievement of annual Company / channel goals
• Build tools to support capability and sell-in of initiatives such as selling stories, solutions and resource guides
Education Requirements
Minimum Required: Bachelor’s degree
Preferred Level: Masters degree in business or other graduate degree
Related Work Experience
Minimum Required:
• 8-10 yrs. experience, preferably in the consumer packaged goods / beverages industry
• Developing insights-based strategies and translating them into executable commercial plans & tactics
• Monitoring and stewarding performance results and implementing changes to achieve plan
• Strong knowledge of Channels & trends
• Shopper/Retail/Industry Insights mining & translation into actions
• Proactive opportunity identification and thought leadership
• Ability to synthesize needs of multiple key stakeholders
• Planning experience; strategic and tactical thinking (forward-looking vision, anticipation of future needs, understanding operational levers)
• Strong communicator and strong presentation skills
Preferred Level:
• 10-12 yrs. experience, preferably in the consumer goods/beverages industry
• Strategic brand management/channel strategy/category strategy experience
• Experience calling on/strong interface with Customers and/or Bottlers
• Familiar with the use of “Collaborating for Value” & Collaborative Business Planning process
• Experience building and implementing strategies and commercialization plans for key retail channels
Job Requirements:
Years of Experience:
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.