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Senior Marketing Manager, Multicultural

The Coca-Cola Company

  • Location: Atlanta, GA - USA
  • Post Date: 5/1/2019
  • Job Type: FULL TIME
  • TRAVEL REQUIRED: 00% - 25%
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Job ID: R-26834

Job Description Summary
Why Join Coca-Cola North America?
It's an exciting time to work in The Coca-Cola Company's flagship market. We're accelerating our momentum as the fastest-growing large consumer goods company in North America by putting people at the heart of our business and everything we do - whether we're innovating to give consumers the drinks and packaging sizes they want, or building our eCommerce capabilities. People are our focus when we're collaborating with our diverse network of locally-connected bottling partners, and when we're returning every drop of water we use to communities and nature. And people - with the different backgrounds, skills and perspectives they bring to our workplace - are helping transform our business, one big idea at a time. We empower our employees to challenge the status quo, make bold recommendations, experiment and adapt, so we can grow together and make a great business even better.

Recommends and implements strategies to achieve marketing goals for assigned products and services for one or more areas or market segments; supports sales and advertising programs incl. proposal generation; performs market research projects; creates reports; recommends marketing approaches; manages campaigns and works with internal and external stakeholders. Individual contributor with comprehensive knowledge in specific area; ability to execute highly complex or specialized projects.

Job Responsibilities:

  • Develop and implement programs that improve African American connection/retention with Coca-Cola North America (CCNA) brands
  • Deliver scalable and sustainable brand/portfolio impact strategies
  • Develop and execute forward-thinking, culture-relevant campaigns
  • Streamline and translate African American cultural insights into brand opportunities
  • Work with CCNA Multicultural (MC) relevant brands in the up-front brand planning process to drive stronger MC relevance and consumption
  • Keep abreast of African American culture to develop powerful strategies, consumer communications, and brand programming
  • Manage multiple external agencies in the development of creative, media plans and shopper programs - including writing creative briefs, providing feedback and managing timelines.
  • Develop culture councils to provide on-demand rapid feedback on brand strategies, communications and activations
  • Act as Subject Matter Expert to help elevate CCNA MC IQ leading internal multicultural learning sessions and engaging in external councils to stay abreast of the latest MC trends
  • Build portfolio brand love and drive brand health & frequency among African American drinkers
  • Interact with bottlers/customers in order to influence their programming, plan-o-grams, and merchandising during annual business planning process
  • Review creative as needed to ensure cultural relevance or call-out cultural red-flags.

Technical Skills:

  • Brand Marketing Strategy: knowledge of information used to define portfolio/brand strategic corridors and develop appropriate business solutions
  • Brand Positioning: knowledge of specific brand positioning and brand architecture of the company's brands
  • Marketing Concepts: knowledge of and ability to apply basic marketing concepts (e.g., brand positioning, brand architecture, SWOT analysis, competitive assessment, marketing objectives/strategies, consumer segmentation) used in the development of marketing plans
  • Creative Concept Evaluation: ability to assess creative concepts and executions based on creativity, strategic alignment and consumer impact
  • Marketing Research Application: ability to leverage research results into actionable marketing and business building initiatives
  • Brand Equity: knowledge of procedures used to drive increases in volume and brand equity (e.g., marketing programs, commercial execution, etc.)
  • Property/Program Identification: ability to identify meaningful and relevant programs/properties that will have the most impact on specific target audiences


Job Requirements:

  • 5 or more years of classical brand marketing experience
  • Bachelor's degree required; MBA preferred
  • Strong analysis, strategic thinking, creative thinking, team leadership, planning, organizing, problem solving skills.
  • Results focused, with examples to prove it
  • Experience with Nielsen and/or Kantar
  • Passion for understanding consumer behavior with a focus on multicultural
  • Deep understanding of MC culture/nuances
  • Ability to adjust on the fly and thrive in an ever-changing environment
  • Skilled in PowerPoint and Microsoft suite (e.g. Outlook and Excel)
  • Entrepreneurial spirit

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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