Senior Manager, Marketing - Emerging Categories

The Coca-Cola Company; Gurugram District; On-site; INR 3,800,000 - 7,000,000; Full time

Job summary

The Coca-Cola Company in India seeks an Emerging Category Lead to launch a strategic, multi-billion-dollar category and chart the long-term strategy, business plan, and launch blueprint over the next two years. You will partner with Global Category, INSWA cross-functional teams, bottlers and customers to develop a go-to-market, brand positioning, and consumer programs that differentiate the offering.

This role demands entrepreneurial mindset, bias for action, and strong leadership to drive

Qualifications

• 10+ years of experience in brand management and/or marketing in a leading global / Indian FMCG company.
• Experience in an emerging category/innovation experience is an added advantage.
• Must have the mindset of self-run & dynamic environment, and not shy away from going above and beyond a conventional marketing role to one that encompasses multi-functional aspects.
• Bias for action: Work with agility using limited resources to drive decision-making.
• Self-motivated: This will be a role with a smaller team; hence, the candidate needs to be able to work on her/ his own while collaborating with a large team within the KO system.
• Dynamic mindset: should challenge the status quo and bring new ideas and ways of doing business to the table; should be open to trying new things (while fully understanding the impact and risk Vs reward).
• Sharp focus on business results: should have a keen eye on the topline and bottomline impact of all actions & decisions.
• Role frequently leads communications with both internal and external partners
• Interactions include sharing relevant information on brand business plans, influencing others to take action in support, and negotiating components of said plans in order to enable desired outcomes

Responsibilities

• Leads development of annual and multi-year brand growth strategies and business plans for INSWA OU in the new category, working closely with the Global Category Lead.
• Develops and owns a clear end-to-end business plan for the launch into the segment, ensuring attractive revenue growth and strong system margins.
• Partners with internal and external stakeholders to create a winning go-to-market strategy – spanning frontend and backend processes.
• Partners with internal and external stakeholders to ensure timely delivery against business plans.
• Drives commercialisation of brand positioning, innovation, consumer communications/messaging and shopper marketing to deliver brand objectives via clear direction and guidance.

Job description

The Emerging Category Lead will be responsible for launching a key strategic multi-billion-dollar global category in India where we are currently not playing in the overall beverage landscape. The Lead will be responsible for charting out the long-term strategy, the business plan and the entire blueprint for the launch into this category over the next two years in close collaboration with the Global Category team and the INSWA cross-functional team. Approaching with a challenger and entrepreneurial mindset, the person will be responsible for a disruptive marketing plan that will help TCCC to help carve out a clear differentiated proposition in this category.

Focus, Scope, & Impact

• Leads development of annual and multi-year brand growth strategies and business plans for INSWA OU in the new category, working closely with the Global Category Lead. Develops and owns a clear end-to-end business plan for the launch into the segment, ensuring attractive revenue growth and strong system margins. Partners with internal and external stakeholders to create a winning go-to-market strategy – spanning frontend and backend processes.
• Partners with internal (Global Category, R&D, Supply Chain, Commercial, Zones) and external (e.g. customers, bottlers, suppliers) stakeholders to develop a winning product proposition supported with packaging and programs to meet consumer needs, deliver against brand strategies and drive System value/business objectives
• Drives commercialisation of brand positioning, innovation, consumer communications/messaging and shopper marketing to deliver brand objectives via clear direction/guidance and effective resource allocation decisions
• Develops and communicates written briefs for use by agencies or suppliers (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, licensed or speciality merchandise, etc.) to direct their work activities in order to generate concepts for effective execution
• Partners with internal and external stakeholders to ensure timely delivery against business plans

KEY SUCCESS PARAMETERS

Experience

10+ years of experience in brand management and/or marketing in a leading global / Indian FMCG company. Experience in an emerging category/ innovation experience is an added advantage.

Entrepreneurial mindset:

Must have the mindset of self-run & dynamic environment, and not shy away from going above and beyond a conventional marketing role to one that encompasses multi-functional aspects

• Bias for action: Work with agility using limited resources to drive decision-making
• Self-motivated: This will be a role with a smaller team; hence, the candidate needs to be able to work on her/ his own while collaborating with a large team within the KO system
• Dynamic mindset: should challenge the status quo and bring new ideas and ways of doing business to the table; should be open to trying new things (while fully understanding the impact and risk Vs reward)
• Sharp focus on business results: should have a keen eye on the topline and bottomline impact of all actions & decisions

Communication Focus

• Role frequently leads communications with both internal (e.g. global brand, Commercial, Supply Chain & Technical, customer/franchise teams) as well as external (e.g. bottler, customer, agency, supplier) partners
• Interactions include sharing relevant information on brand business plans, influencing others to take action in support, and negotiating components of said plans in order to enable desired outcomes