The Honest Tea General Manager leads this rapidly growing business and brands. This role is responsible for delivering the P&L for the business, and leads the marketing, strategy, mission, communications and innovation for the Honest trademark.
The Honest trademark competes in many beverage categories, with brands such as Honest Tea, Honest Kids Juice Drinks, Honest Sport, and Honest Lemonades. The role is responsible for leading the mission to ‘democratize organics’ and rapidly accelerate the business and brand growth; today, Honest is the #1 selling organic tea in the U.S. and the #1 selling organic kids juice drink.
The GM role is based in the Honest Tea headquarters office in Bethesda, Maryland. The GM will be responsible for:
- Marketing GM that has abiltiyto develop and lead a bigger vision for the Honest brand across categories and route to market fit growth. GM will be the visionary and leader for this brand that intersects H/W, Social Responsibility and Sustainability. Lead this brand to be a $1B by 2025
- Steward the brand’s vision, mission, and architecture to insure successful positioning with consumers. This role leads strategy discussions, and collaborates on behalf of the brand with relevant parties.
- Develop long term vision and supporting strategies for Honest Trademark (Tea, Kids, Sport, Lemonades, and Trademark Expansion to other categories) to enable accelerated revenue, value share, incidence and profit growth.
- Delivering annual revenue and profit targets, leveraging all aspects of the P&L (i.e. revenue/price/mix, procurement/production/cost of goods, Direct Marketing Investment, etc.)
- Lead and manage the Honest business while stewarding a cross functional team and ensuring strong successful collaboration with the broader Coca-Cola sales and distribution system, leveraging capabilities of team members across marketing, VEB sales, VEB Natural sales, VEB field Marketing supply chain, commercial execution, and finance.
- Identify intersections between consumer white space and brand opportunities to develop innovation pipeline to accelerate growth. Lead innovation by working directly with customers, K&I R&D, supply chain, finance, sales, VEB sales, VEB Natural sales, legal/SRA, TEO Emeritus and Founder, and commercial teams to develop consumer and customer solutions with high rate of success.
- Identify, hire, train, coach, and develop top talent to enable team to achieve work objectives, improve their capabilities and strength of the team, and insure next generation of team leaders is in place.
- Lead, develop & execute the brand’s IMC (integrated marketing campaign) for Honest, driving brand awareness, trial, incidence and brand health. Work with agency partners and the Honest team to create content, media plan digital & social strategy, shopper tools/marketing, field marketing strategy and execution and influencer engagement.
- Meet on regular basis with leading customers across channels (DSD, Warehouse & Fountain) to share innovation, brand strategies and plans, and solicit customer and shopper feedback to incorporate into future plans. Develop and execute “go to market” strategies and region/customer plans in order to maximize growth and channel penetration.
- Meet frequently with the Senior leaders of our bottling partners as well as Venturing & Emerging Brands and Warehouse teams to assess, enhance and accelerate brand initiatives across channels.
The GM will work closely with colleagues across the Coca-Cola organization, including the Honest Tea founder (based in Bethesda). The GM reports into the VP of Tea Portfolio, based in Atlanta.
Education Required: Bachelor's Degree required; MBA preferred
Experience Required:
- 15 years experience
- Decision Making: All P&L levers (i.e. pricing, costs, marketing investments, etc.), Brand Vision and Strategy, talent acquisition
- Independent Judgment: Team organization, brand plans, prioritization of initiatives, innovation pipeline.
- Influence: Executive Leadership, bottlers, customers
- Experience working with natural and organic products a plus
- Lead the development and stewardship of annual business plans
Functional Skills
- General management
- Builds Vision and Strategy
- P&L Management
- Influencing the System
- Consumer Marketing-Brand Vision, Positioning and Architecture
- Advertising Development, Media Planning, Consumer Promotions
- Cross functional team management
- Capability Building and People Development
- Communication skills to customers, senior management and cross-functional teams
- Ability to bridge acquired company systems and culture with CCNA
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