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Futurist Consumer Strategy Lead

The Coca-Cola Company

  • Location: Tokyo, Japan - JPN
  • Post Date: 12/1/2018
  • Job Type: FULL TIME
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Job ID: R-20567

Position Overview:

This role is as a marketing “Futurists”; looking ahead to identify emerging trends, insights, categories (and brands) of importance to Japanese consumers in the future. The EGP marketer networks with cultural leaders, trend experts and early-adopter consumers. They are aware of entrepreneurial activity and understand that entrepreneurs are turning the unknown to known and are a critical part of advancing innovation. The EGP Marketing Director is responsible for helping build our future consumer portfolio, serving both as a marketing expert and a voice of the future.

Function Specific Activities:

       Lead Emerging Growth Platforms (“EGP) “Futurist” strategy development to build capability within the organization

       Build strong capability in understanding influencer/early adopter consumers.

       Synthesize information from various sources to build/create story that will influence broader organization.

       Use data/insights of future growth areas to drive strategic choices of what brands, categories, and/or opportunities that EGP should pursue.   

       Develop & lead EGP “Futurist” initiatives that help acquire advanced insight and capability for the organization. Examples include:

       Development of global “Future Society” with peer organizations

       Create EGP “Futurist network” with consumers, partners & influencers

       Develop, consult & influence the growth of EGP portfolio brands & innovations.

       Lead marketing integration & strategic support for new brand development and acquisitions.

       Provide coaching & consulting to EGP brands on their marketing and business plan development with Consumers, TCCC, Customers, and Bottlers.

       Lead innovation/brand development for new EGP brand(s).

       Steward & develop the “EGP brand” with internal and external stakeholders.

       Develop internal & external marketing & communications strategy for the EGP brand.  Execute marketing initiatives accordingly.

Manages and builds partnerships with a multitude of internal and external stakeholders in the EGP ecosystem (brands in our portfolio, entrepreneurs, KO stakeholders, the marketplace, etc.).

Job Requirements:

Years of Experience:

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.

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