Director, Customer Marketing, East Region

The Director, Customer Marketing will be a strategic thought leader for key strategic food service customers in the East Region and will develop and lead marketing strategies and solutions to drive value, increase beverage incidence and profitability with these partners. This position will play a critical role in the joint business planning process, development of growth strategies, innovation, and digital programming. In addition, this role will manage relationships with brands, R&D, commercialization, assets, and other internal and external constituents to support customer programming throughout the year. We are looking for a highly strategic, collaborative, innovative, and results-driven marketing leader with an entrepreneurial spirit, digital mindset, and exceptional communication skills.

Key Differentiators For This Role: This role requires exceptional ability to navigate the Coca-Cola system, influence across bottlers and Customer franchisees, and build deep, productive relationships at multiple levels of complex Customer organizations. The person in this seat must be able to work effectively across ambiguity, align diverse stakeholders, and move work forward in highly matrixed customer and system environments.

Responsibilities

MARKETING STRATEGY AND EXECUTION:

• Lead the development and implementation of total beverage marketing strategies founded on the overall customer strategy, fully leveraging national marketing initiatives and system resources.
• Construct & deliver annual marketing calendars that shape and contribute to the customer’s long-term planning process, as well as conduct customer marketing stewardship reviews.
• Seek out & leverage national marketing initiatives, brand ideas/thinking, consumer insights and internal tools/resources to support customer strategies and drive increased consumer preference.
• Lead customer innovation strategy and commercialization, identifying and advancing beverage, occasion and experience opportunities that unlock incremental growth for the customer and TCCC.
• Lead digital transformation across the customer journey, identifying opportunities to leverage digital, loyalty, delivery and emerging capabilities to drive consumer engagement, beverage incidence and growth.
• Lead and execute customer conference TCCC presence, driving relationships with franchisees. Work closely with 3rd party partners to execute all components of the conference.
  
  

Partnerships

• Develop long-term customer partnerships with ownership of senior-level marketing relationships across complex Customer systems
• Experience navigating and influencing complex franchise, bottler and/or multi-stakeholder Customer systems to align around shared priorities and accelerate execution.
• Navigate the broader Coca-Cola system effectively, building credibility and productive relationships at multiple levels internally and externally.
• Champion for both customer and TCCC imperatives internally & externally to deliver on our Growth Promise in all areas.
• Closely partner with Sales and Operations cross-functional teams to drive the partnership and business.
  
  

Insights To Action

• Present “What” (Consumer and Industry Insights), “So What” (what it means to the customer brand & category) & “Now What” (recommendations in how to apply to customer’s business) to deliver persuasive selling stories.
• Bring a clear, data-driven point of view and the conviction to influence customer decisions, translating insights into decisive recommendations and action.
• Identify and leverage customer-specific, and channel marketing opportunities through prioritizing and capitalizing on customer specific, channel and consumer insights and linking to brand strategy.
• Provide customer business and opportunity assessments, which include competitive analysis and recommendations for future expansion and market integration.
  
  

Qualification & Requirements

• Minimum Required: Bachelor's degree in Marketing/Business or equivalent education.
• 5-10 years’ business development experience in a consumer-packaged goods company, agency, or foodservice operator, preferably in both customer management and marketing roles or equivalent marketing leadership experience within the industry.
• Ability to recognize, understand, and interpret consumer behavior, brand strategies, channel and customer needs while turning this knowledge into action and results.
• Revenue Growth Management experience or demonstrated understanding of RGM principles preferred
• Usage and analytical application of account performance data tools to support plans, opportunities, and stewardships
• Effective oral and written communication skills and storytelling with the ability to create persuasive selling stories
• Self-starter that’s passionate about driving growth for both the customer and TCCC
• Agency Management