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Brand Manager Assets and Coke Studio

The Coca-Cola Company

  • Location: Lahore, Pakistan - PAK
  • Post Date: 2/14/2019
  • Job Type: FULL TIME
  • Job Level: 01. Regular
  • Post End Date: February 24 - 2019
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Job ID: R-24345

Position Overview:

Function Specific Activities:

Assists more senior staff to implement a marketing/sales strategy for one or more of the organization's products/services; collects and analyzes data on product performance, market trends, consumer behavior etc.; maintains records of sales volume, revenues and advertising costs. Individual contributor that works under limited supervision; applies subject matter knowledge; requires capacity to understand specific needs or requirements to apply skills/knowledge.

  • To implement and actively manage the asset strategy aligned to the objectives of the entire KO System
  • Constantly evaluate and Optimize Assets using the Marketing Assets Framework from acquisition to execution within IMC programs across all Brands, driving Equity Measures and Share (where applicable)
  • Help in Rationalization of all Assets utilizing Marketing Asset Framework
  • System alignment and utilization of Marketing Asset Framework across Bottling community
  • Frame work to touch upon 7 Experiences ( Coke Studio season, CokeFests, Cricket, Football,Weddings, PSL & Concerts)
    • 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 Pakistans 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
  • Help execute scalable Brand Assets and leverage them to create Revenue / Productivity streams for the Business
  • Help execute a Resource allocation model to serve the above purpose

A. KEY DUTIES/RESPONSIBILITIES:

Partner & Agency Management

1. Negotiate sponsorship/ contracts and work closely with Agency Operations Manager and the legal department in the drafting and finalization of contracts

  • Create strong relationships with the sponsored properties and help manage the properties to ensure achievement of Pakistan's set objectives
  • Assist in the evaluation of the agencies and sponsorship properties performance
  • Hold weekly status meetings with agencies and prepare written briefs
  • Leverage industry relations to maximize opportunities for brand

2. Execute and overlook the Expansion of Coke Studio as an independent enterprise scaling it across various consumer facets

  • Execute a Revenue generation model leveraging the equity of the asset
  • Roll out Coke Studio Annual editions (along with sub editions / derivatives)
  • Help in Setting up of Coke Studio Modules expanding into areas of Experiential performances, production & talent hunt

3. Execute the model to scale up Coke Fests

Help Oversee 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

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

5. Anticipate future trends and cross functional leveraging opportunities

  • Develop and maintain competitor intelligence

B. COMMUNICATION COMPLEXITIES

  • 1. 10 Agencies partners executing the programs
  • 2.Multiple stakeholders including Consumers, Agencies , Bottling partners and Internal stakeholders

C. ANALYSIS

  • Optimising efficiencies for projects which were previously turnkey
  • Scaling scope with DME limitations
  • Financial insight to make principle based strategic decisions
  • Calculatig ROI's

D. JUDGMENT AND DECISION MAKING

  • Executing, Scaling up existing and establishing new platforms
  • Partner set up
  • DME allocation
  • Evaluation of New and Existing Assets as per IMC Plans

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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