Responsibilities

• Use knowledge of syndicated sources, e.g., AC Nielsen to analyze trended consumer and volume dynamics, as well as knowledge of procedures used to drive increases in volume and brand equity (e.g., marketing programs, commercial activation). Leverage analytics turning them into clear stories, driving insights that lead to action: "What/Why, So what, now what."
• Must possess the ability to apply basic marketing concepts (e.g., brand positioning, brand architecture, SWOT Analysis, competitive assessment, marketing objectives/strategies, consumer segmentation) used in the development of marketing plans.
• Build compelling stories leveraging analytics and insights to influence the system and to drive action for the brand
• Work with Operating Unit category team to develop mid-term (2-3 years) growth strategy and annual local brand plans ensuring consideration of local brand positioning and insights.
• Partner with other brand managers and Operating Unit category teams to find commonalities with other local brands to define and develop common plans and executions.
• Manage brand and project performance through data analysis by converting KPI’s and findings into specific insights and actions that add value to the business.
• Manage program budgets and timelines to drive flawless execution of the plan, hitting all system milestones on time and within budget.
• Lead and commercialize innovation partnering across the NAOU and system to launch projects and innovations
• Ensures an optimal implementation and amplification of the brand programs, with consumers and shoppers, in close collaboration with our bottling partner.
• Leverage partnerships, both internally and externally to impact brand market share, while optimizing efficiency.

Requirements

• Bachelor’s Degree in Marketing, Communication, Strategic Management and/or Business. MBA preferred.
• 3+ years of relevant work experience in brand management
• Experience with Nielsen or IRI, Numerator, Bases and other quantitative research tools and a passion for understanding consumer behavior.
• Knowledge of procedures and media used to drive increased volume and brand equity.
• Knowledge of and ability to apply basic marketing concepts (e.g. brand positioning, brand architecture, SWOT Analysis, competitive assessment, marketing objectives and strategies, consumer segmentation) used in the development of marketing plans.
• Ability to translate analytics and insights into simple clear stories that drive to understanding and action.
• Making consumers and their needs the primary focus of the business; developing, evaluating and selecting consumer-based actions that maximize long-term profitability and volume.
• Ability to evaluate creative concepts and executions based on creativity, strategic alignment and consumer impact.
• Ability to utilize syndicated, custom, and secondary research to identify opportunities to develop brand plans and marketing tactics.
• Strong experience within the field of strategic marketing/business development, with a holistic knowledge of business operations