Junior Brand Manager, Juice
İstanbul, Turkey Marketing
Job description
DESCRIPTION & REQUIREMENTS:
Position Overview:
To assist Brand Manager in managing CAPPY brand in a disciplined and structured way in order to create value and deliver volume, share and profit objectives for the sustainable growth of the System through below:
• Identify relevant market and consumer insights and turn into opportunities to satisfy consumers’ need
• Identify and prioritize market place opportunities that deliver transformational volume and value for company.
• Lead end to end product, pack, and equipment launch commercialization projects to deliver brand strategy.
• Identify and apply growth opportunities in order to deliver financial objectives for sustainable system growth.
KEY RESULT AREAS
Marketing Planning & Execution
• Junior Brand Manager in developing and executing sound beverage strategies for the assigned Brands
• Support Brand Manager in developing the overall strategic brand plan which is effective in delivering the market share, volume and profit objectives, and building the brands equity measured via consumer tracking.
• Identify the growth opportunities based on market environment and consumer insights
• Work with in-house and external research teams to continuously monitor market trend, competitor’s performance, consumer needs and brand perception. Leverage market insights and global learning in the development of winning business strategy.
• Validate the execution issues, product concept and brand positioning
• Cascade the consumer & market learning to the Advertising Agency, Bottlers and within the System
• Build sound relationship and alignment with Bottlers to ensure effective formulation and execution of brand strategies
• Sales & Financials tracking and recommend cross-corrective actions when necessary
• Monitor competitors’ activities and create action plans to defend against competitive initiatives
New Product, Packaging Development & Supply Chain Management
• Monitor consumer trend and beverage trend to identify new opportunities
• Push for new ideas and innovations to develop new products / flavors and packages
• Manage and lead launches of new products / flavors / packages by working in close collaboration with multi-functional team from Technical / Legal / PAC / Research and Finance Departments
• Monitor the commercialization process by interacting with Technical and Logistic to ensure sourcing and prompt arrival of ingredients, BB base, mixing instruction and packaging materials for new product launches
Integrated Marketing Communication Execution & Strategy
• Push for new creative / innovative ideas to build Brand Love
• Lead Advertising and Media Agency to think strategically and focus on developing innovative and effective IMC strategy that links to the brand proposition and fully capitalizes on the knowledge of consumer insights
• Work closely with Content Excellence Teams to lead Advertising Agency to develop effective advertising based on the IMC strategy. Ensure production of high-quality advertising which truly executes the copy strategy.
• Work closely with Media Teams to lead Media Agency to develop effective media plans based on the IMC strategy and drive innovative media ideas
• Work with related agencies to develop relevant promotional / event ideas based on IMC strategy
Operational Programs & Budget Management
• Work closely with Bottler and Commercial Team to drive for a fully integrated marketing programs across BTL channel activities and ATL advertising
• Assist in development of individual channel / customer program.
• Supervision of execution details
• Budget Management and marketing& write-off expenses control
COMMUNICATION COMPLEXITIES
• Communication Team
• MISP Team
• Technical
• Finance
• Legal
• PAC
• Global & Group Marketing Teams
• Bottler Organization
• Third Parties: Advertising agencies, Suppliers/Activation and Promotion agencies
FOUNDATION COMPETENCIES
• Planning and Organizing
• Contributing to team success
• Communicating effectively
• Accepting and Building Accountability
• Negotiation
• Problem Analysis / Problem Solving
• Building Value Based Relationships
• Innovative Thinking
• Decision Making
• Managing Conflict
TECHNICAL AND PROFESSIONAL SKILL
• Computer Software Skills (Powerpoint, Excel, AC Nielsen, Household Databases, CCV)
• Analytical Thinking - Brand and Business Health analysis
• Consumer knowledge Business Knowledge
• Creation of winning consumer marketing strategies
• Development of innovative and creative marketing plans
• Understanding brand equity creation
• Financial analysis
• Knowledge and creation of new launch process
• Promotion creation, execution and evaluation
• Marketing assets creation/identification, execution and evaluation
EXPERIENCE
Preferred: 2-4 years of experience in consumer marketing with FMCG companies /Sales or trade marketing background would be an asset
EDUCATION
Engineering or social sciences with MBA or Faculty of Business Administration & Management from a reputable university in Turkey or abroad.
ANALYSIS
• Understanding the changing consumer, market and competition dynamics and translating these insights to winning brand strategies, plans and new launches.
• Although processes are defined to collect information, the analysis of the data and creation of strategies and plans require fresh approaches under the supervision of brand.
• Frequent day-to-day contact with CCI and communications teams
JUDGEMENT AND DECISION MAKING
• Supports Brand Manager in Annual Business Plan and execution of activities
• Recommendations of new launch initiatives
• Recommendation of details of marketing programs
• Decide/recommend suppliers/agencies to bottler
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.