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Marketing Manager, Sprite

JOB ID 31175
LOCATION(S) China
CITY/CITIES Shanghai
CN-SH-SHANGHAI-OFFICE-ZIYUE
SPECIFIC LOCATION
ROAD
JOB TYPE Full Time
TRAVEL REQUIRED 25%
RELOCATION PROVIDED No
JOB POSTING END DATE
SHIFT N/A

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DESCRIPTION & REQUIREMENTS:

Position Overview:
Job Objective
Since 2008, Sprite has been Chinas No 1 Sparkling brand with over 28% vol share, and
it is Coca-Cola companys biggest Sprite market globally. In the past 10 years, Sprite
has enjoyed a CAGR of +13%contributed by 4 simple reasons:
1. Own Sudden refreshment which is core to Sparkling category;
2. Deep and wide distribution nationally;
3. Consistent and focused communication on intrinsic sudden refreshment;
4. Relatively healthier brand image because of its clear and clear liquid and crisp
lemon/lime taste.
However, we also face the challenge because of the historical intrinsic focus
communication:
Despite Sprites huge consumer base on aware and acceptance, our brand love
score is low at 8%, and this means that we are not connection with our consumers at
an emotional level. In a category like Sparkling which has little product innovation,
brand love is very critical to build sustainable business growth.
With the emerging of still category, in particular water and RTD tea which are
competing with sparkling on refreshment , we start to loose relevancy due to lack of

innovation (this innovation is wider than product innovation, its includes innovation on
product, communication, activation, packaging, equipment, etc)
We do not own a typical ritual which reminds consumers consumption frequency
of Sprite
To help Coca-Cola company to achieve its 2020 version which sparkling needs to growth
faster than NARTD, Sprite takes a critical role and must identify the growth strategy
and plan in the below 3 areas:
How Sprite can become a category lead to attract China youth into the sparkling
focusing on its core benefits refreshment
-

How we can help to convert huge Sprite user base into huge Sprite love base

How we can create a ritual to drive Sprite consumption frequency

This Sprite marketing manager position will take the lead on the below tasks to ensure
that Sprite can achieve above 3 strategies:
Annual strategic business plan (next 3 year plan) and execution brand plan (next
year plan) development
-

Annual Sprite category recruitment plan development and implementation

Summer plan (peak season of Sprite and core competitive categories)

Innovation plan (product, package, equipment, communication, etc.)

Key Result Areas

Marketing Planning (20%)

Develop the overall strategic brand plan and execution brand plans which are
effective in delivering the volume, profit and share objectives, as well as building
brand equity measured.

Identify incremental volume and growth opportunities in innovation, such as

product, packaging, equipment and communication based on brands core,
market environment and sound consumer insights.

Monitor competitive activities, brand health and brand share. Propose action to
defend against competitive initiatives.

Consumer insights:

- Thoroughly understand the local consumers and develop brand strategies based on
sound consumer insight
- Work with in-house and external research team to continuously deepen our consumer
understanding superior to competition
- Cascade the consumer learning to Advertising Agency, bottler and within internal
system

Lead the Brand Managers to ensure excellent execution of marketing plan.

Work closely with Group office and Atlanta to ensure strategic global alignment.

Performance Management (15%)

Utilize Scorecard system to continuously measure (monthly process) and monitor

Sprites volume performance and performance across key brand equity and
operational measures.

Utilize Brand Rolling Estimate system to measure volume and profit performance
by brand and for the portfolio, provide explanation for variances versus budget
and clearly communicate risks and opportunities and the appropriate corrective
actions to be taken to minimize risk.

Advertising Development (15%)

Push for new creative ideas for each respective campaign.

Work with internal Creative Excellence team to lead the Advertising Agency to
think strategically and focus on developing high quality advertising which truly
leverage on superior consumer insights.

Monitor execution of all projects and ensure prompt delivery in relation to overall
marketing schedule.

Participation in regional copy development.

Media (5%)

Work closely with in-house media team and Agency to develop effective media
plan for each respective brand.

Drive innovative media ideas.

New Product, Package and Equipment Development (15%)

Take a lead role in the new product development process to identify new
business-building opportunities via use of the Clarity stage-gate process.

Lead in the identification and refinement of relevant new product or package or

equipment propositions to be executed in the marketplace.

Execute product formulation and package development work through R&D and
technical functions.

Work with Consumer Insights team to refine and optimize product formulations,
packaging and positioning and communications developmental work.

Analyze and develop operational strategies including understanding basic

production and packaging processes and costing parameters. Manage the coordination and execution of operational activities including the development of
operational timelines and capital plans related to supply chain management,
equipment installation, production, capex investments.

Manage and analyze commercial related financial activities including value chain
development, retail pricing and margin analysis, detailed product and business
system costing, new equipment capital estimates and IRR, payback and NPV
analysis.

Integrated Marketing Communication (10%)

Work closely with internal Integrated Marketing Communication team,

Commercial leadership team, key accounts team and bottler team to develop the
most compelling brand execution plan covering both ATL and BTL.

Give timely feedback, input and inspiration to ensure execution plan is well
aligned with brand strategy and brand proposition, while remain creative and
impactful following 70: 20:10 rule (70% known method, 20% proven
innovative communication tool; 10% innovation but un-known)

Bottler Interaction (10%)

Work with bottler to analyze, develop and execute sales and distribution plans
including developing channel specific packaging strategies, merchandising
standards, pricing strategies and distribution targets

Act as co-ordination point between different functions of bottler to cascade brand

activities information and ensure alignment

Supervision of executional details

DMI Control (5%)

Effective allocation of Direct Marketing Expense and monitor the expense status

Personnel Development (5%)

Develop career path and provide on-the-job training to subordinate

Job Requirements / Qualifications

Core Competency:

Imports and exports good ideas

Persuades and inspires others

Pursues innovation and change with a mindset of continuous improvement

Balance intuition and fact to distill complex thought into compelling ideas

Delivers Results

Develops and Inspires Others

Functional Skills:

Understanding consumers and develop insights based on emerging trends

Understanding of how to define brand positioning and architecture and build

brands & brand equity

Product and packaging mix development experience

Creating consumer marketing objectives, strategies & plans

Create locally relevant brand communications

P&L value chain analysis experience

Knowledge & Experience:

6 - 8 years relevant working experience in leading International FMCG Company.
Education & Professional Qualification:
Bachelor degree is must, MBA is preferred
Language Requirements:

Excellent written and oral Chinese & English skills

Travel Requirements:
Travel up to 15% of work time under normal conditions

At The Coca-Cola Company you can cultivate your career in a challenging and dynamic
environment. We are the largest manufacturer and distributor of nonalcoholic drinks in
the world-selling more than 1 billion drinks a day. Unlock your full potential with a
future-focused company that is known and respected throughout the world.

Job Details
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Sr. Manager- Shopper Connections and Strategy Are you a LinkedIn Member?
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JOB ID 29859
LOCATION(S) United States

Apply with LinkedIn

CITY/CITIES GA - Atlanta
SPECIFIC LOCATION US-GA-ATLANTA-AOC-OFFICE
JOB TYPE Full Time
TRAVEL REQUIRED 0%
RELOCATION PROVIDED No
JOB POSTING END DATE
SHIFT N/A
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DESCRIPTION & REQUIREMENTS:

Position Overview:

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WHAT THEY DO:

Inform Power of Many Partnerships
-Mondelez, Hershey + New (Coors, Green Egg, Kelloggs, et al.)
Inform next generation delivery systems for Shopper Activation
-Shopper insight on immediate consumption path to purchase

-Fountain and Freestyle Activation in retail

-Keurig shopper analytic support

Provide Digital Shopper Marketing Insights

-Conduct research on Digital P2P / Shopper Technology impact at retail

-Collaborate with and utilize My Coke Rewards / Loyalty Platforms

Guide decisions in E-Commerce & Future of Retail through subject expertise

-Illuminate key shopper-based trends

-Establish research best practices

Responsibilities:

Partners with Shopper Research within Knowledge and Insights (K&I), Customer
Marketing and Digital Marketing to identify and fill critical customer-specific
shopper behavior knowledge gaps via primary research or secondary resources.

Represents the voice of the shopper/consumer within our system and with our
customers.

Acts as Physical and Digital Path to Purchase SME and contributes insights to
support "selling stories" for Immediate Consumption activation programs and CStore, Drug and Dollar Store Shopper Marketing initiatives.

Assesses results of Small Store Marketing programs for impact on Sales,

Shopper Relevance, Brand Equity and PITA metrics and identifies areas for
improvement for future programs.

Represents Coca-Cola Shopper Marketing and Shopper Insights in customer

interactions and therefore should develop a credible, actionable relationship with
the customer's decision makers.

Supports strategy and program development for channel-specific shopper

marketing campaigns (IC, Frozen or Fountain activation) or the annual planning
process.

Collaborates with CCNA Innovation, Shopper Marketing and bottlers to identify

marketing opportunities to better connect with shoppers at retail - the "first
moment of truth."

This position will also support appropriate Food Service customer pathways to
provide guest insights and supporting program activation within key Food Service
customers.

Function Specific Activities:

Analyze and report on business opportunities (e.g., Opportunity Gap analysis)

using available syndicated and proprietary data sources.

Communicate status of work to appropriate parties in order to keep them

informed and involved.

Identify emerging shopper, consumer or marketplace trends that may impact

KO's or customer's business and identify strategic implications.

Visit and observe other channels/accounts in order to develop an understanding

of the competitive environment and its application to customer needs (e.g.,
shopper marketing or insights best practices and key strategies).

Gather and organize information using industry sources (e.g., Nielsen, Kantar,
NPD/CREST, industry publications, etc.) and proprietary tracking studies (iSHOP,
DINE, Consumer Beverage Landscape ) in order to understand the latest shopper
trends and customer-specific strengths and weaknesses, and competitive
environment.

QUALIFICATIONS:
Education
Minimum Required: Bachelor's Degree in Business, Math, Economics or Social
Sciences
Preferred Level: MBA or Masters in Business, Math, Economics or Social Sciences
Experience
Minimum Required: Three to five years in Shopper Insights, Shopper Marketing,
Category Management, or Market Research
Preferred Level: Experience in customer-specific shopper insights analysis for
Foodservice, C-Store, or Drug/Value customers
Technical Skills:

Shopper Insights or Category Management: Knowledge of core shopper insights

or category management practices (e.g. shopper targeting and segmentation,
shopper-based analysis of secondary research).

Analytic Skills: Ability to analyze quantitative and qualitative data to identify

patterns, opportunities and gaps, and integrate across disparate data sources.
Knowledge of analytic techniques such as shopper segmentation techniques,
basic statistics, indices and gap analysis.

Communication Skills: Ability to communicate complex shopper information and

implications both verbally, in interactions with senior customer leaders, and in
written presentations, utilizing "storytelling techniques" to communicate a clear,
compelling and cohesive shopper story.

Technical Familiarity: Ability to use information/business tools and platforms

(i.e., Coca-Cola Connection, CCV software platform, Excel, PowerPoint, literature
searches) to obtain and analyze relevant information.

Annual Business Plan: Ability to identify key business objectives and strategies
and contribute to channel-specific annual business plans.

Customized Marketing Research Analysis and Application Capability: Ability to

coordinate, understand, and communicate the results of custom research data to
customers/bottlers in a way that is meaningful to their business needs and drives
action.

Marketing Research Knowledge: Knowledge of industry and customer research

resources (e.g., Nielsen, customer shopper card or POS data sources or

proprietary research), KO proprietary resources (e.g., iSHOP, DINE, B-cubed,

CBL) and a basic knowledge of methods for gathering information (i.e., survey
techniques, digital ROI, etc.).

Business Consulting Skills: Ability to identify opportunities and gaps for both KO
and customers/ channels via a holistic understanding of business fundamentals
and application of quantitative and qualitative shopper insights.

Advancing the Customer Relationship: Ability to facilitate and accelerate the

business relationship based upon an understanding of the customer. Includes the
ability to actively listen and engage in conversations with customers' senior
leadership and marketing/insights teams to uncover relevant information,
resources, and solutions.

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.

Ideal Candidate:

Should specialize in all alternative path-to-purchase insights, with an emphasis

on immediate consumption products; likely background in
Foodservice/Convenience Stores

Experience in measuring digital technology impact on shopper behavior, or at

least measuring ROI of digital

Highly autonomous individual looking to implant themselves as a SME on multiyear strategy creation in new system initiatives.

Honesty and integrity have always been cornerstone values of The Coca-Cola Company.
Our passion for people of integrity mirrors our spirited drive for total quality in our
brands. These and other elements allow the company to sustain strategic practices and
drive business performance. The Personnel Integrity Assurance Program is another step
toward making The Coca-Cola Company the premier workplace. This process includes a
pre-employment background investigation that applies to all applicants employees and
contractors of the company. The scope of this inquiry may cover such elements as
education employment history a criminal history check reference checks and a preemployment drug screen. Designated countries or sensitive positions within the
company may have more stringent standards.
At The Coca-Cola Company you can cultivate your career in a challenging and dynamic
environment. We are the largest manufacturer and distributor of nonalcoholic drinks in
the world-selling more than 1 billion drinks a day. Unlock your full potential with a
future-focused company that is known and respected throughout the world.

We are an Equal Opportunity Employer and do not discriminate against any employee or
applicant for employment because of race, color, sex, age, national origin, religion, sexual
orientation, gender identity and/or expression, status as a veteran, and basis of disability or any
other federal, state or local protected class.