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Marketing Manager - Assets & Experiential - GM - Coke Studio

The Coca-Cola Company

  • Location: Lahore, Pakistan - PAK
  • Post Date: 2/13/2019
  • Job Type: FULL TIME
  • Post End Date: February 23 - 2019
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Job ID: R-24342

Position Overview:

• Help develop a 21st century Consumer Marketing Approach, based on Experiential & Brand Asset Marketing creating Edge for KO Brands
• Steer, organize and manage 10 + agency partners , handling assets and experiences. Consists of managing a team of more than 165 people for Coke Studio, Coke Fests and other Experiential
• Develop a marketing assets framework and best-practice across the system
• Frame work to touch upon 7 Experiences ( Coke Studio season, CokeFests, Cricket, Football,Weddings, PSL & Concerts)
o Coke Studio is the Coca- Cola Companies biggest Digital Asset with over 1.7Bn Views, Viewership in over 183 countries and 6 Mn Youtube Subscriber base and 2million+ app downloads
- Coke Fest is Pakistan's biggest Music and Food platform with a combined reach to date of 500k + consumer touch points,5 cities, 30Mn combined Digital Reach, Hosting 500+ food vendors

• Develop scaleable Brand Assets and leverage them to create Revenue / Productivity streams for the Business
• Develop a Resource allocation model to serve the above purpose
• Identify and set up Partner network to achieve the Experiential & Asset Marketing Vision
• Define, implement and actively manage the asset strategy aligned to the objectives of the Brand Plan both ABP and SBP
• Step-change Marketing Asset Performance across Brand Portfolio through Best-in-class Experiential Execution and maximization of rights and entitlements
• Improve Agency Management and Efficiencies across all Asset agencies
• Develop, implement and evolve digital strategy for Music Campaigns & Other experiential Assets
• Lead, motivate and develop capabilities of the Marketing Assets Team

Function Specific Activities:

Monitor, Manage and optimize DME of +$7 Million Develop a 3-year Experiential and Brand Asset strategy for the portfolio in partnership with the brand teams delivering on the new Consumer Marketing Approach

Manage 10+ agency partners ( Activation Agencies, Outdoor, Media, Digital, Music Production & Experiential)

Develop a Partner network and team to deliver the vision

Develop funding models to scale and sustain the Platforms / Assets in the long term

Develop playbooks and guidelines creating longevity and edge of the said platforms / assets

Expand Coke Studio as an independent enterprise scaling it across various consumer facets

Manage and steer the coke studio team constituting 65 people (Producer + Team of people working on the assets)

Coca-Cola Companies biggest Digital platform

  • 1.7Bn Digital Views
  • 6.4Bn Minutes Watched
  • Viewership in 183+ countries
  • Top 5 Coca-Cola company digital videos are from this platform

Develop and Implement a Revenue generation model leveraging the equity of the asset (including content monitzation model andcreating new streams)

Develop and roll out Coke Studio Annual editions (along with sub editions / derivatives)

Set up Coke Studio Modules expanding into areas of Experiential performances, production & talent hunt

Develop a model to scale up Coke Fests

Manage and steer the Coke Fest Team. A team of 75 people employed to roll out and implement Coke Fests

Coke Fest is Pakistans biggest Food & Music experiential platform

From its inception it has menaged to cover :

  • 500k + consumer touch points
  • 5 cities
  • 30Mn combined Digital Reach
  • Hosted 500+ food vendors

Identify a funding model to sustain in the long term

Develop playbooks and guidelines for effective execution

Manage Digital and Experiential content creation and broadcast for the Music assets

Maximise overall asset through media and PR amplification Integration, Anticipation and Management

Anticipate future trends and cross functional leveraging opportunities
•Develop and communicate contractual and activation requirements as part of the Annual Business Plan Process
•Challenge all asset requirements as an aspect of the marketing mix in terms of understanding and awareness of consumer & customer trends and their impact on brand strategy and plans
•Manage the asset portfolio as a business in terms of drivers, opportunities and return; •Develop and maintain competitor intelligence

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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