Director - Group - vitaminwater - The Coca-Cola Company - New York

Job description
Position Overview
Reporting to the SVP/GM of the Glaceau Business Unit, the vitaminwater Group Brand Director is responsible for driving all aspects of the brand. Specifically leadership of brand strategy, plan development, key initiative deployment and results management. The role leads a direct team of 6 passionate vitaminwater champions and influences the wider system including DSD, foodservice, Direct and 3rd party distributors to maximize impact in the marketplace.

Responsibilities

• Leads development of vitaminwater and vitaminwater zero TM Brand growth strategies and annual business objectives that deliver overall CBU goals;

• Leads commercialization of Brand consumer positioning, communications and programs & shopper marketing programming, which deliver national brand health, share, volume and P&L goals.

• Improves productivity of national DME by working with Brand team, Customer TBTs, and Region Marketing

• Leads development of consumer/customer/region insights for developing Brand business plans, including growth strategy and annual brand business objectives (volume, P&L, and brand health drivers)

• Key steward for brand positioning and communication strategies in CCNA, working with both Global & CCNA Strategic Marketing to develop compelling brand communications

• Leads development & approval of IMC briefs and coordinates with Sales Ops to execute national marketing programs that achieve the agreed business plan goals

• Leads brand team integration of national programs into annual Customer plans for TBTs to enhance DME productivity

• Leads Region Marketing to accelerate value creation for Brand and CCBC in Leadership Markets by driving t planning and implementation of 16 Local Market Plans

• Develops marketing team members and works with leadership team to maintain high engagement across the GBU organization

Education:
Bachelor’s Degree. MBA Preferred.

Experience:
At least 12 years managing a core brand or portfolio of brands at Coca-Cola or a major Consumer Packaged Goods Company.

Other Experiences

• Has broad experience with all elements of marketing mix (promotion/advertising, product/package, price, place)

• Has developed and launched new products or packages within previous roles.

• Have proven experience working with the customer, field sales , field marketing and/or bottling environment.

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 Marketing Development: Ability to lead the development, communication and stewardship of global brand positioning, architectures and policies/guidelines
Brand Marketing Strategy: Knowledge of information used to define brand strategic corridors and develop appropriate business solutions for local market activation.
Marketing Operating Strategies: Knowledge of and ability to apply basic marketing operating strategies (e.g. media planning, pricing strategies, trade/consumer promotions) used in the execution of Marketing Plans
Brand/System Contribution: Knowledge of the concepts of brand and system contribution and gross profit. This includes an understanding of the drives that influence each and how to apply the concepts when preparing business plans and rolling estimates, evaluating projects and making day-to-day decisions.
Marketing Innovation: Ability to identify and develop innovative ideas (e.g., product, packaging, merchandise, activations) in order to create a proprietary advantage for The Company. Customer Marketing: Ability to collaborate for value with customers to grow categories and KO shares of categories.

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