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VP Customer Creation, Automated Retail Business

The Coca-Cola Company

  • Location: 6-1-20 Akasaka, Minato-ku, Tokyo, Japan - JPN
  • Post Date: 3/1/2019
  • Job Type: FULL TIME
  • Post End Date: April 15 - 2019
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Job ID: R-24935Japan-Tokyo

Position Overview:

Main role of this new team is to find the Edge for our Automated Retail Business (ARB) and maintain loyal consumers and new bring foot traffic. Find other revenue streams and develop new ARB formats leveraging new technological advancements.

Function Specific Activities:

Starting from 2019, we are consolidating all vending related operations under one team in CCBJI (bottler).  And moving CCJC and CCBJI vending teams to one location so that we can manage Vending (automated retail) business end to end as a retail business.  We have also recently worked with McKinsey on vending business transformation.  One big realization as we transition into managing Vending as retail business is that we don't have any expertise within our System of managing retail business. And there is no existing playbook within our System on how to manage retail business.  Similarly, we have lots of best practices when it comes to leverage e-commerce platforms, but we don't focus on building our own ecommerce platform.  With cashless capabilities, we are transitioning Coke One into an e-commerce platform.

Vending is our largest D2C platform, with more than 12 million app down loads and more than 3 million active buyers. And real time transition data.  We are planning to use that data to leverage.  Part of the responsibility of Customer Creating Head is to lead CokeOn into a true e-commerce platform, and experiment with subscription models and build consumer loyalty.

Vending Business is a very important part of Coca-Cola Japan.  It is ~40% of System Revenue and 2/3 of our profit.  With ~860,000 vending machines, and most of them fully served by us, KO System is the biggest retailer in Japan. Our System spend ~200M USD in vending and more than 10K people work on vending business.  We are the largest operator of Vending in Japan with ~30 share of market and share of placement. 

But this business has been on a decline for more than a decade (10 Year NSR CAGR of -2.6%), and shoppers moving away from vending to other channels (CVS, SM, DD etc.)  We are revamping our organization structure and capabilities to reverse that declining trend and put this most profitable part of our business back on growth track.

While other channels continuously reinvent themselves to drive foot-traffic and offer additional services, KO System managed vending from a manufacturer and brand owner point of view, not from a retailer point of view. Also, the user interface and experience of vending machines has not kept pace with the advancements in market. Vending is the only channel where we have transaction level data, but we didn't have the capabilities to fully leverage BIG Data.

We also believe that e-commerce and digital can play a significant role in vending business. Vending is the only channel where we have consumer level transaction data, that we can leverage to retain and recruit new consumers.

We are creating a new customer creation and experience team to bring all these changes.  Since this is step change in our strategy, we are looking for external candidate with prior experience of retail business to create and lead this new team.  Done successfully this will transform Vending Business.

Job Requirements:

Years of Experience:

Minimun 5+ years

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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