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Director, Shopper Marketing
Coca-Cola Company
Atlanta, GA, United States
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Director, Shopper Marketing, Circle K & Convenience Retail
Position Overview: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:
Lead the Convenience Channel Shopper marketing strategies and plans to include leading the Circle K global customer, the EG Group (formerly Kroger C-stores) and key convenience channel thought leadership to include NACS (National Association for Convenience Stores). Builds strategic relationships with key marketing and merchant personnel, across all beverage forms (packaged and dispensed). Leads Collaborative Business Planning Growth Shopper Strategies. Leads or co-leads longer term planning for Company’s Primary Engagement Center with Customers at the KO Lab and external conferences. Advances Coca-Cola Company Contoured Solutions in collaboration with our customer. Advances key shopper marketing platforms and capabilities supporting key company and customer growth plans. Creates compelling Path to Purchase plans (pre – digital, shop – merchandising materials and post – social) to support the designated platforms. Leverages meaningful shopper marketing budgets to ensure positive return on investment for the customer and The Coca Cola Company. Leverages meaningful value-added media, foodservice and bottler resources to support our path to purchase plans driving a positive ROI for all.
Function Related Activities/Key Responsibilities for Circle K
• Lead Company relationship with Circle K Marketing, maintain an on-going relationship with Circle K Marketing management globally at multiple headquarters and regional touch points and work with them to develop joint objectives, strategies and implementation plans.
• Consults with Circle K Marketing and provides shopper marketing strategy support that leads to strategically aligned shopper marketing initiatives within Circle K.
• Lead in transforming insights into added value by creating guest solutions that convert shoppers into buyers specifically for Circle K.
• Influence Circle K to develop marketing materials (e.g., POS, sell-in materials, implementation manual, etc.) that communicate global initiatives effectively.
• Lead the creative brief development that clearly articulates communication objectives and success criteria to inform and direct agency work and creative development.
• Assess and influence in-market potential of innovation concepts to maximize volume potential and minimize duplication of effort by utilizing effective communication and collaboration skills.
• Lead the development of a communication plan using various tools (e.g., newsletters, PowerPoint presentations, face-to-face meetings, video conferencing, etc.) to communicate shopper marketing strategies, initiatives & concepts
• Prepare and distribute written style guidelines (e.g., brand, packaging, merchandise, marketing activations, etc.) and reference tools detailing the appropriate "do's and don'ts" to gain consistent visual imagery that meets Circle K’s standards while activating our brands in-store.
• Work across Circle K NRS and Bottler call points to execute a system wide marketing plan aligned to corporate marketing plans.
• Build Sr. Management relationship with EG Group to advance key system-wide marketing plans and priorities.
• Develop External Thought Leadership for the system in key conferences for the convenience channel with a focus on the NACS Annual show. Responsibilities include developing the strategy, getting system wide engagement, developing the booth and executing the run of show with all internal and external stake holders.
Education Requirements:
Bachelor’s degree; MBA preferred
Related Work Experience:
Minimum Required:
• At least 9 years’ experience, preferably in the consumer goods/beverages industry
• People leadership/management
• Leadership across multiple customers
• Experience in Developing Shopper Marketing Strategies and Plans
Preferred Level:
• 12 years’ experience, preferably in the consumer goods/beverages industry
• Extensive Marketing and Sales Experience (particularly in area of Shopper Marketing)
• Customer/Sales management experience
• Brand management experience
Functional Skills:
• Builds Customer Value: Identifies, understands and gives priority to satisfying the needs of internal and external customers; seizes opportunities that can deliver the greatest value.
• Delivers Results: Demonstrates the drive to do things better and seeks new and innovative ideas, to drive performance, efficiencies; sets ambitious yet realistic goals and removes obstacles to ensure high quality results
• Imports and Exports Good Ideas that Drive Change: Shares and adopts the best ideas in and outside the Company; demonstrates the behaviors needed for effective implementation of change.
• Develops and Inspires Diverse and High Performing Teams: Understands and harnesses the value of a diverse team and looks for opportunities to develop others; supports the diverse contribution of others.
• Communicates Effectively: Demonstrates skill in communicating effectively and engages others through effective communication.
• Knows and Grows the Business: Understands the business environment and uses the appropriate strategies to drive results and deliver continuous improvement; meets critical objectives while considering the impact of those activities on longer-term goals.
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.