Group Director, Content Activation

The Group Director, Content Activation provides strategic leadership and management for the development and delivery of shopper and/or consumer marketing services and programs within assigned segments and/or geographies, leading the creation and analysis of shopper data and trends to identify key issues and opportunities for business growth. This individual supports the business in implementing unique shopper marketing programs aligned with the customer strategy, and manages large, potentially diverse teams of managers and/or senior professionals, as well as provides input to sub-functional or departmental strategy.

KEY WORKING PARAMETERS

Focus, Scope, & Impact

The Group Director, Content Activation is responsible for leading the design and delivery of excellent total IMX (content) plans for consumers across the 360-degree commerce landscape (anywhere people can buy), driving engagement, trial, repeat purchase and consumption. The lead is a subject matter expert, transformational thinker and capable driver who is responsible for advancing the North America Operating Unit (NAOU) Commerce Marketing mindset, capabilities and outcomes, while meeting strategic, quality and efficient delivery expectations in the short to mid-term (within 1-2 years). The person in this role must be a strong people leader, as they are responsible for a large, diverse and dispersed organization.

Key Responsibilities

• Partner with NAOU Category & Brand, Frontline Marketing and IMX Leaders to develop Shopper/Commerce vision and objectives that will deliver against NAOU's business growth objectives & key priorities.
• Define multi-year Commerce strategy and annual plans across all channels/consumer touchpoints, leveraging shopper insights, channel expertise, industry/competitive knowledge and leading practices
• Develop and execute a prioritized/segmented approach for development and delivery of Shopper/Commerce work across the portfolio of Brands, Channels and Customers
• Manages linkage between upstream (Brand, Category) and downstream (Commercial Leadership, Channel Strategy, Frontline Marketing) constituents.
• Direct and execute Shopper IMX projects inclusive of budget tracking, supervising third parties and agencies, following timelines and managing team members in order to achieve outcomes as outlined in the initiative's project charter and/or objectives
• Nurture relationships with agency partners to deliver high quality, cost effective deliverables.
• Coordinate the different functions that help bring content design to life across various Commerce touchpoints. Partner closely with cross functional teams to develop and implement the work.
• Lead a group of 16 diverse and dispersed Commerce IMX resources, driving excellent results, a growth culture and world class capability development in this critical and rapidly evolving space.
• Span of work includes USA/Canada, total portfolio of categories & brands, as well as support of key global initiatives.
  
  

KEY SUCCESS PARAMETERS

Experience

• 10 or more years of Commerce (Shopper) Marketing experience: brand & consumer strategy application, Commercial, Channel and Customer strategy application, cross-touchpoint connections planning, creative concept generation, evaluation of third-party rights and capabilities, agency management, design thinking and execution
• Demonstrated team leadership & project management, including multiple direct reports, cross-functional project and deliverables management & ability to work effectively in an agile, networked environment
• Ability to negotiate, achieve win-win solutions and balance priorities across a wide range of stakeholders
• Be a strong strategic thinker and will have led diverse team with broad communications and marketing background through complex organizational change with demonstrated success.
• Will have a proven track record of implementing concepts and ideas with creativity and agility successfully across a global organization.
• Should be both flexible and adaptable and able to integrate, influence and thought-lead adeptly across organization with a keen desire and ability to build strong, trusting relationships with marketing leaders and cross-franchise team. A strong influencer in bringing about operational change in the present.
  
  

Work Focus

• Internal and external Commerce Marketing Leadership – This position will be accountable for collaboratively leading the system’s strategy for key Occasions (Meals, Leisure At Home, On the Go) and developing supporting Commerce marketing programs, encompassing national programs as well as a customer-specific programs. This will include the incorporation of insights/plans on the consumer/shopper as well as all of our priority customers and brands.
• Programmatic Leadership – As a member of cross-functional IMX Team, serve as the Commerce expert to ensure that the Commerce strategy is met and that customer and brand needs are embedded in the programs that are developed both at the national and customer-specific levels.
• Customer Leadership – Serve as the Commerce capability expert on key purchase-driving consumption Occasions when our top customers are seeking guidance/collaboration from The Coca-Cola Company. This will encompass sophisticated interactions with senior level executives from our customers as well as with our internal customer leads.
• Connections and Creative Development – guides the development of excellent 360-degree commerce connections and content briefs for our brand & customer programs.
• Integrated Cross-functional Leadership – There are a variety of functions with which this position will need to effectively collaborate. They include Category/Brand Leadership, Commercial Leadership, Frontline Marketing, NAOU IMX Leadership, Global Commerce Marketing & IMX.
  
  

Communication Focus

• The person in this role will communicate with marketing partners within and outside of the Company, including: NAOU Brand/Category leadership, Commercial Leadership teams, IMX (Connections, Content Design & Production) teams & Franchise Marketing and Customer Teams & creative agencies. Additionally, this person will collaborate with their peers in other Operating Units and the Global Content & Design resources.
• The Commerce IMX lead will communicate to: 1) Establish and execute the vision and agenda of the group, 2) align on priorities and resource allocation to deliver with cross-functional stakeholders 3) collaborate with internal partners, agencies and other cross-functional partners to develop high quality, timely and effective Commerce IMX work and 4) manage resources to deliver projects
  
  

Mastery Of (required)

KEY KNOWLEDGE REQUIREMENTS

360 DEGREE COMMERCE MARKETING COMMUNICATIONS & CONTENT STRATEGY, PLANNING & EXECUTON (INCL DIGITAL)

2 PEOPLE & TEAM LEADERSHIP, INSPIRATION & CAPABILITY BUILDING FOR MAXIMIM ENGAGEMENT

3 COMPLEX, MULTI-CONSITUENT PROJECT MANAGEMENT

4 AGENCY & PARTNER MANAGEMENT

5 CONTENT DESIGN & CONNECTIONS

BROAD EXPERTISE IN (GOOD TO HAVE)

COMMERCIAL LEADERSHIP

CUSTOMER LEADERSHIP

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.

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