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Director Consumer and Brand Insights & Analytics - SSD

The Coca-Cola Company

  • Location: Atlanta, GA - USA
  • Post Date: 11/1/2018
  • Job Type: FULL TIME
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Job ID: R-18493

Position Overview:

The Director, Consumer Analytics & Insights will personally support - as well as lead a team in supporting - the assigned CBU's needs for strategic consulting, marketing research, and consumer & marketplace analytics. Specifically, this role will 1) help lead the annual Brand CBU planning process through situation assessment and plan development, 2) support the analytic needs of performance routines established by the CBU as well as analytics & research in support of key initiatives identified by senior leadership, and 3) lead custom research & analytics in the areas of brand strategy, communication, and innovation.

The role requires advanced knowledge of syndicated market intelligence sources, consumer & marketing research methodologies, and project management. Strong communication skills (verbal, written, & visual), ability to influence others, and collaboration in a matrixed environment will also be key to success in this role.

Function Specific Activities:

Function Related Activities / Key Responsibilities

  • As primary contact for the assigned CBU's leadership, lead the generation of analytic inputs for monthly & quarterly MOT routines in ongoing management & tracking of brand performance, as well as directing the team & resources against high-priority projects as identified in partnership with Brand CBU leads.
  • Identify the need for custom research in working with Brand CBU leads, while integrating insights with other internal or syndicated resources. 
  • Includes managing suppliers and associated research budget & methodologies, initiating & reviewing fieldwork, determining analytic plans, and generating final reports/presentations to commercialize the intelligence.
  • Leads analytics & research to assess in-market potential of innovation ideas in order to maximize their potential and minimize risk & duplication. 
  • Provide recommendations on how to optimize system resources and align strategic focus across the marketing mix, to build a sustainable competitive advantage and drive long-term value creation.
  • Lead & develop a team of analysts and researchers in creating next-gen insights capabilities and skills to uncover white space opportunities within and across the portfolio - interfacing with leaders in other areas of the Strategy Insights team and working in close collaboration with Category Insights, Competitive Intelligence, and Decision Science to drive synergistic advances in analytic capacity & impact.
  • Responsibilities include routine interaction with Strategic Marketing & Brand Marketing leaders; direct interaction expected with:
  • Brand SVPs/VPs
  • Strategic Marketing leadership
  • CBU stakeholders in RGM, Commercial, and Finance

Education Requirements: 

  • Bachelor's Degree

Required Work Experience: 

Minimum

  • 7+ years of experience in marketing analytics, consumer research, or business intelligence within the consumer goods industry
  • Experience in working directly with Marketing teams and designing, executing, and analyzing primary & secondary data

Preferred

  • 10+ years of experience in marketing analytics and research
  • Experience in brand development, innovation & communications testing, and marketing mix analytics
  • System experience and advanced knowledge of proprietary tools (Matrix, Bev360)

Functional Skills:   

  • 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 industry, consumer and marketing mix insights.
  • Communication Skills:  Ability to communicate complex 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 story.
  • Analytic Skills:  Ability to analyze quantitative and qualitative data to identify patterns, opportunities and gaps, and integrate across disparate data sources.
  • Marketing Research Knowledge: Knowledge of industry resources (e.g., Nielsen/IRI, Mintel, Kantar, shopper card data, etc.), custom research methodologies & best practices, and proprietary tools (e.g., Bev360, CBL, ISHOP, etc.).
  • Technical Familiarity: Ability to learn and effectively use information/business tools and platforms (i.e., CCV software platform, MS Office Suite, SPSS, etc.) to obtain and analyze relevant information.
  • People Management:  Ability to set & execute a team vision, enrolling associates to stretch themselves in the pursuit of progress and build their own abilities in the process.

Job Requirements:

Years of Experience:

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 approximately 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. 

Growth Behaviors:

  • GROWTH MINDSET: Demonstrates curiosity. Welcomes failure as a learning opportunity.
  • SMART RISK: Makes bold decisions/recommendations.
  • EXTERNALLY FOCUSED: Understands the upstream and downstream implications of his/her work. Tracks and shares external trends, best practices or ideas.
  • PERFORMANCE DRIVEN AND ACCOUNTABLE: Has high performance standards. Outperforms her/his peers.
  • FAST/AGILE: Removes barriers to move faster. Experiments and adapts. Thrives under pressure and fast pace.
  • EMPOWERED: Brings solutions instead of problems. Challenges the status quo. Has the courage to take an unpopular stance.

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. Apply
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