Lead Walmart Global Customer Team in the areas of customer marketing, shopper marketing and insights; including research and creative development for key joint initiatives such as World Cup, Olympics, Coke with Meals, Holiday and Healthy Living / Live Positively.
Lead Company relationship with Walmart International Marketing & in some cases, country-level customer teams, maintain an on-going relationship with Walmart International management at headquarters and work with them to develop joint objectives, strategies and implementation plans.
Indirectly lead/influence a network of Field Marketing Managers/Account Leadership in each country, providing both customer marketing and shopper marketing support that leads to the development and execution of integrated marketing programs within Walmart.
Develop and execute merchandise "go-to-market" strategies using market knowledge (e.g., industry, competitive set, Company needs) and region/account plans in order to maximize short and long-term growth as well as channel penetration.
Create and develop sets of non-traditional marketing programs and tools around the areas of packaging innovation, equipment innovation, retail environments, brand set optimization and venues/events marketing in order to bring The Company's brands to life with Walmart shoppers around the world, thereby enhancing brand equity and attributes.
Work with the customer and the KO System to develop marketing materials (e.g., POS, sell-in materials, implementation manual, toolkit development, etc.) that communicate promotions effectively.
Write creative briefs that clearly articulate communication objectives and success criteria in order to inform and direct agency work and creative development.
Develop and communicate written briefs for use by agencies or suppliers (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, licensed or specialty merchandise, etc.) that will direct their work activities in order to generate concepts for effective execution of marketing programs and objectives (e.g., drive trial, increase loyalty).
Assess in-market potential of innovation concepts which have multi-country/global/business unit relevance in order to maximize volume potential and minimize duplication of effort by utilizing effective communication and collaboration skills.
Create a communication plan cadence using various tools (e.g., newsletters, PowerPoint presentations, face-to-face meetings, video conferencing, etc.) in order to communicate marketing and shopper marketing initiatives & concepts to Business Units & Bottlers.
Coordinate all communications within or between headquarters and business units (e.g., meetings, written communications, conference calls, etc.) in order to ensure consistency in strategic alignment.
Act as liaison between the Coca-Cola system & Walmart headquarters leadership as well as Walmart market-level marketing & merchandising leadership.
Act as liaison between GCCL Shopper Marketing, Group Marketing VPs and Global/Business Unit Brand/Customer Marketing teams.
Provide strategic leadership in development of shopper marketing and segmentation including international shopper & consumer research
Assess attractive consumer opportunities (global or local) that are currently untapped by The Company by leveraging consumer research in order to identify new volume and profit growth areas (e.g., new beverage sub-categories, new packaging opportunities, new merchandise categories, new channels of distribution to sell licensed merchandise).
Determine financial attractiveness of new growth areas by utilizing value chain and P&L analyses in order to prioritize allocation of resources to these opportunities.
Ensure production feasibility (e.g., supplier costs, capacity and capabilities) of promotional concept/packaging tactics and advise on timelines in order to properly execute plan and manage resources.
Prepare and distribute written guidelines (e.g., brand, packaging, merchandise, marketing activations, etc.) and reference tools detailing the appropriate "do's and don'ts" in order to gain consistent visual imagery that meets customer standards while activating our brands in-store.
Education: Bachelor's Degree, MBA a plus, multilingual (Spanish, Portuguese, Japanese, Chinese) not required but a plus
Related Work Experience: At least 9 years
Leadership Behaviors:
DRIVE INNOVATION: Generate new or unique solutions and embrace new ideas that help sustain our business
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
Global/Cultural Knowledge: Knowledge of cultural differences in different regions or countries that might impact or limit the effectiveness of a promotion, property or program.
Creative Concept Evaluation: Ability to evaluate creative concepts and executions based on creativity, strategic alignment and consumer impact.
Customer Focus: Making customers (external and internal) and their needs a primary focus of one's actions; developing and sustaining productive customer relationships; creating and executing plans and solutions in collaboration with the customer.
Consumer Knowledge: Knowledge of in-store consumer purchasing behavior in order to develop effective in-store merchandising programs.
Creative Concept Generation: Knowledge of methods of brainstorming/creative concept generation. Includes knowledge of facilitation procedures for creative sessions.
Marketing Property/Program Customization: Ability to customize, communicate and apply a marketing/retail program or property based on the specific needs of a particular region or country.
Brand Positioning: Knowledge of specific brand positioning and brand architecture of The Company's brands.
Brand Marketing Strategy: Knowledge of information used to define brand strategic corridors and develop appropriate business solutions for local market activation.
Sales Management: Knowledge of basic sales management concepts (e.g., sell-in process, trade promotion and pricing, category management, feature/benefit selling, distribution/channels).
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