Director - Shopper Marketing - The Coca-Cola Company - Atlanta

Job description
To serve as the shopper creative strategy and integration lead for major shopper marketing programs developed in the North America Group. He/she will collaboratively develop programs using the inputs of shoppers, brands and customers. This person will serve as a member of both the IMC cross-functional team as well as the customer-based shopper marketing community in order to bring the best of both areas to life in an integrated fashion.


He/she will enhance and inform brand and customer programs as well as manage agency relationships. He/she will lead the development of shopper strategies and measurement methodologies required to make marketing investment decisions. The objectives of the shopper programs are to build brand loyalty, increase store traffic and increase basket penetration of our products.

This position may have direct and will have indirect people management and development opportunities.

Key Duties/Responsibilities
Strategic Leadership – This position will be accountable for collaboratively leading the system’s strategy for shopper marketing programs, encompassing national programs as well as a few customer-specific programs. This will include the incorporation of insights/plans on the shopper as well as all of our biggest customers and brands.
Programmatic Leadership – As a member of cross-functional marketing teams, serve as the shopper creative expert to ensure that the shopper creative strategy is met and that customer and brand needs are embedded in the programs that are developed both at the national and customer-specific levels.
Customer Leadership – Serve as the shopper capability expert when our top customers are seeking guidance/collaboration from The Coca-Cola Company. This will encompass sophisticated interactions with senior level executives from our customers as well as with our internal customer leads.
Creative Development – serve as a strong partner to creative partners as they develop content for our shopper programs.
Facilitative and Integrated Cross-functional Leadership – There are a variety of functions with which this position will need to facilitativly lead. They include Shopper Marketing, Connections Planning and Investment, Customer-level Shopper Marketing teams, Brand Teams and Integrated Marketing Content.
Education: Bachelor’s Degree

Related Work Experience And Requirements

+ years shopper marketing experience

Agency experience required

Digital strategy/execution experience preferred

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 appropriately 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.


Technical Skills
Brand Positioning: Knowledge of specific brand positioning and brand architecture of The Company’s brands.
Brand Strategy Application: Knowledge of strategic alignment between local/global properties and brand strategy.
Creative Concept Evaluation: Ability to evaluate creative concepts and executions based on creative, strategic alignment and shopper impact.
Retail Strategy: Knowledge of an ability to use strategic thinking skills and to integrate brand and shopper strategies into the core creative idea
Agency Management: Knowledge of methods or techniques used and ability to inspire agency performance.
Creative Brief Development: Knowledge of the creative brief development process.
Consumer Knowledge: Knowledge of in-store consumer purchasing behavior in order to develop effective in-store merchandising programs.
Strategic Selling: Ability to listen to various points of input, and sell a vision of the work through knowledge of brand and creative strategy.

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