Reporting to the Group IMC Director, Diet Coke and Sprite, this role will be responsible for overseeing the communications agenda for Diet Coke: from lead agency, to social / digital to experiential and leading the integration of multiple workstreams. The IMC Director will be involved in every aspect of communications development from brand definition through execution. The job requires both diplomacy and communication skills in liaising with the brand team and creative leadership in working with our agency partners, and expanding to our other channel creative partners. Finally, this position requires an innovative, 21st century approach to developing communications that is rooted in cultural leadership.
Brand development
Working in collaboration with the brand teams and other IMC discipline team members the IMC Director will be responsible for creating compelling, multi-dimensional visions for Diet Coke. While the ultimate responsibility for creating Brand Essences remains with the brand team, the IMC Director will be responsible for bringing creativity to bear on this process - challenging traditional thinking around the category, the consumer, the creative context and the competitive set.
Creative development
We currently spend 70+% of our available budget on advertising. It is therefore appropriate that the IMC Director spend a significant portion of time working with our creative agencies to develop communications. Specifically, the IMC Director will be responsible for:
Leading our strategic thinking in writing the creative brief (or working with the Creative Strategist), being able to come up with a compelling idea to place at the center of the brief and briefing the agency
Acting as the primary source of contact for all creative and strategic feedback to the agency, working in collaboration with other IMC members—Design, PAC, Social Center, Connections, Multi-Cultural, Licensing, etc.
Acting as the primary point of contact with K&I for all strategic and creative development research related to communications
Developing and delivering best-in-class (top 15%) advertising to the system - on time and on budget
Other (non-advertising) creative development
The role of the IMC Director is to drive synergy between the various disciplines and agencies working on a given brand/project. She/he needs to lead the cross-functional team to deliver one holistic body of work. This leads to operational efficiency and a higher creative impact. The role of the IMC Director is to increase this efficiency and to increase the impact of our creative content. Specifically, the IMC Director will be responsible for:
leading the amplification briefing process
partnering with subject matter experts to provide creative feedback to all agencies – digital, experiential, PR, etc.
Developing and delivering a full IMC “brand in a box” communication platforms
Re-defining IMC for the 21st Century
Part of the IMC Director’s responsibilities will be to redefine the way we work in order to ensure that our communications remain at the forefront of millennial popular culture, as well as pushing the boundaries of innovation in our communications.
Experience:
Bachelors degree with at least 10 -12 years of blue chip agency background (a reel of work produced would be great).
Industry Recognition where possible.
Strong experience leading a cross-functional team
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