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Posted December 22, 2020
The Coca-Cola Company

Director, Emerging Insights

The Coca-Cola Company
Atlanta, GA, USA ⚠ [Archived] No Longer Accepting Applicants

Focus, Scope, & Impact

Leads Human Insights for the category and the development & implementation of the category Human Insights learning plan agenda, while connecting and integrating it to the global Human Insights and Category network.

ROLE LOCATION:

As a global team, we aim to have associates be able to work from anywhere. However, there may be some situations where relocation will be required. The location of the positions and whether or not relocation benefits are provided will be discussed at the time of offer. In instances where relocation is provided, current mobility policies will apply. All policies are subject to amendment, revision, or discontinuance at the sole discretion of the Company.

Key Responsibilites

Category insights, trends & agenda

  • Owns and drives the category Insights learning plan and category insights activities, comprising future consumer and shopper tensions and trends, application of behavioral science, consumer segment, cohort and culture understanding.
  • Identify key insights-driven opportunities and threats by category
  • Define insights protocols and deliver insights to GCLs for brand strategy
  • Define testing protocols for IMC campaigns
  • Define testing protocols for product-concept testing protocols for innovation projects (with TCR, R&D)
  • Applies disciplines of Growth Behavioral Science, Brand Edge (Segmentation)
  • Perform consumer trend analysis and other consumer analytics delivers to holistic answers to business questions utilizing support from Platform Services & Consumer Intelligence & Marketing Performance
  • Shares insights across OUs and countries (including from successful localized IMX campaigns) + understanding the insights being generated within OUs

Consumer insights (categories) and Shopper insights (channels)

  • Devise, manage and deliver insights to GCLs to support
  • development global marketing campaigns for global brands (incl. guidelines on localization): Development of creative strategy insights in support of business and creative brief, early and late stage creative development, consumer co-creation, evaluation and testing.
  • launch of new global brands: Devise, manage and deliver insights to Category to support launch of new regional and local brands, driving the innovation pipeline, development of visual identity for global brands and development marketing campaigns for global brands.
  • driving the innovation pipeline: Development of innovation opportunity identification, concept development and assessment, product and packaging development, early and late stage consumer co-creation, evaluation and testing.

Ad Hoc Research

  • Perform ad hoc research (e.g. for global campaigns and innovation projects)
  • Human Insights Function network contribution, share insights from Category and learnings, capabilities development on critical disciplines, and apply best practices from the global Human Insights network
  • When required provide insights consult support for related center functions (SRA, Licensing, PAC etc.)

Transversal Insights Capability

  • Each Category Insights role will be required to develop and support one of 5 critical discipline areas (Communication development, Opportunity Identification & Segmentation, Ethnography and New Techniques, Innovation approaches, Digital/Social research)
  • These roles will not have formal direct reports, but will work with a large network of colleagues across TCCC

Experience

  • 10-12 years of senior leadership experience including Consumer Insights, Market Research, Analysis, Shopper insights, preference for additional Marketing, Innovation, experience
  • This position requires a transformative, inspiring and visionary leader able to set the course of the category Human Insights, energizing the Insights team network to become trusted advisors and business partners with other category functions.
  • Must be collaborative in nature, comfortable both contributing to and utilizing global insights, strategies and activations from around the network

Work Focus

  • Able to conceptualize frameworks and research models for diverse marketing and consumer insights problems.
  • Required to tackle structured and unstructured problems coordinating all phases of analysis from formulation to conclusions / recommendations.
  • Comfortable with both large amounts of data, and qualitative insight, iterations with research and technology vendors and able to design effective and efficient insight programs to address business questions.
  • Ability to orchestrate multiple stakeholders, delivering the highest priority and enterprise wide insight solutions, in a holistic fashion.
  • Ability to analyze complex issues and bring together multiple concepts across functions to define the strategic opportunities for the business.
  • Able to lead network against project goals (combination of team leaders and individual contributors)

Communication Focus

  • Must be a clear and inspiring communicator. Must be able to translate technical / market research information into compelling business implications and call to action/ recommendation to the business.
  • Must excel in multipoint / multilevel communication. Comfortable interaction with Category Leads OU Human Insight leads, Platform Services, Marketing Performance, and IMX leads.
  • Able to act as TCCC spokesperson in market research industry forums and associations. Must be able to position TCCC as a knowledge leader in human insights making insight a source of competitive advantage for the company
  • Comfortable in high pressure and uncertain environments including contract negotiation, strategy and business review discussions. Communication style: Calm / collected under pressure. Fact based argumentation.
  • The role communicates internally across OU Mkt, the global insights community (Global team + 9 OUs), and PS, MP.

Mastery Of (required)

KEY KNOWLEDGE REQUIREMENTS

  • MARKET RESEARCH TECHNIQUES
  • INSIGHT APPROACHES, TRENDS AND LATEST INSUSTRY THINKING
  • HOLISTIC ANALYSIS AND BUSINESS QUESTION RESOLUTION
  • CONSUMER CO-CREATION, COMMUNITES AND DIGITAL/INFLUENCER NETWORKS
  • SHOPPER RESEARCH, PASSIVE DATA STREAMS AND NEURO TECHNIQUES
  • AGENCY AND PROJECT MANAGEMENT

BROAD EXPERTISE IN (GOOD TO HAVE)

  • KO SYSTEM KNOWLEDGE AND CLEAR UNDERSTANDING OF THE DYNAMICS OF THE SOFT DRINK INDUSTRY
  • MARKETING EXECUTION EXPERIENCE
  • INNOVATION DEVELOPMENT EXPERIENCE
  • DIGITAL/MEDIA
  • MULTIPLE MARKET EXPERIENCE

Our Purpose And Growth Culture

We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors - curious, empowered, inclusive and agile - and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.

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. When we collect your personal information as part of a job application or offer of employment, we do so in accordance with industry standards and best practices and in compliance with applicable privacy laws.