Shopper Marketing Manager
JOB ID 23615
LOCATION(S) Kenya
CITY/CITIES Nairobi
SPECIFIC LOCATION
JOB TYPE Full Time
TRAVEL REQUIRED 50%
RELOCATION PROVIDED Yes
SHIFT N/A
DESCRIPTION & REQUIREMENTS:
Position Overview:
The closing date is Wednesday, 1 August 2012
Connects and converts insights into actions by linking consumer marketing with shopper insights and trends in an integrated manner and works with the customers to drive profitable sales with our portfolio
Leads the development of the shopper marketing strategy in specific customers in modern trade, focused in Future Consumption, to impact the shopper at the point of sales linked to specific PITA (population, incidence, transaction and amount)metrics.
Is a subject matter expert in shopper behaviours while in the store, during the act of purchasing, knowing the activation that works best, under a specific context, to exceed shopper expectations and generate a positive purchase reaction to specific execution triggers.
Works closely with the customer development team to develop the right experiences at the point of sales ( asset placement, value added activation, cross category activation, shopper driven category management , experiential sampling, thematic activation) to impact positively the shopper linked to specific PITA (population, incidence, transaction and amount)metrics
Works through Knowledge & Insights and Franchise Operations teams tto drive revenue growth in different customer formats and channels linked to shopper needs and our brand portfolio
Develops the understanding of the connection between our portfolio and shopper during the shopping trip through transformational activation in different activation points.
Liaises with EAG and Global shopper marketing community to represent CEWA and ensure that CEWA receives best in class support, transfers best practices from and to EAG and Global shopper team
Liaise with consumer marketing teams to provide to Franchise Operations ready to apply “ shopper marketing activation toolkits”, linking shopper and consumer insights, for selected Key Accounts ( Modern Trade/Immediate Consumption) through co-creation process with the customers
Key Responsibilities
Develop Shopper Marketing Strategies
Utilize existing consumer, shopper and customer tools to understand the shopper (e.g. Consumer Beverage Landscape, Shopper Beverage Landscape, retail audit data, home-panel data, loyalty card data, Electronic Point Of Sale data etc.)
Works closely with the Key Account Managers to ensure that the shopper insights are translated to robust strategies and tactics linked to specific PITA (population, incidence, transaction and amount)metrics
Work closely with the Key Account Managers and the Data analytics managers to ensure timely evaluation of the activities and share the results and the learning internally and with the customers
Develop the look of success per customer and format based on shopper and consumer insights linked to customer strategies
Work closely with the data analytics Manager to leverage customer loyalty card data and insights
Identify value added promotional mechanisms (e.g. cross categories activation, value added promotions etc.)
Drive revenue growth management through OBPPC (Occasion, Brand, Pack, Price and Channel)
Identify game-changing consumer, shopper and category insights that will unlock sustainable volume growth through the analysis of shopper and consumer research insights (e.g. CBL, SBL , OBPPC, conjoint studies, shopper marketing researches )
Works closely with K&I to identify shopper& consumer opportunities
Develop shopper activation toolkits
Works closely with the brand teams to develop the shopper activation toolkits timely and ready to apply (e.g. Occasion Based Marketing (OBM) communication, promotional mechanism, proposal for gifts, ideas for value added activation, ideas for cross category activation, experiential sampling etc.)
Best practices and transfer know-how ( jointly with the Capabilities Development Manager)
Liaise with the Capabilities development Manger to organize shopper marketing workshops in the Franchise Operations and craft a shopper centric activation culture
Develops and maintains an on-going way of sharing best practices ( CEWA,EAG and Global)
Works closely with the shopper community in EAG and Global to ensure know-how transfer
Assess the level of change required in terms of System capabilities, and then develop a plan to build sustaining capabilities across markets and customers.
Connect with subject matter experts from the Centre, Groups and/or outside the company to bridge learnings.
Take action to improve one’s own knowledge and skills.
Liaises with Latin America Group to understand process tools and best practices in the area of shopper marketing ( strategy and execution)
Organizational Impact/Influence
Will interact with KO, bottlers and customer senior management, mainly at BU and national levels
Will be required to proactively build and maintain relationships with appropriate senior level customer management.
Will be required to interact with, persuade and influence Coca-Cola System and Customer Senior management on various advanced customer analytics.
Will be responsible to influence and guide analytics third party SME’s.
Analysis
Develop an effective framework and process to improve Customer Service across CEWA BU.
Development of advanced analysis of customer business building opportunities and programs/services, including insights of basket analysis, combo meals, purchase occasions, category performance, etc.
Development of new common advanced analytical business processes and systems to measure and evaluate business performance.
Develop Coca-Cola System understanding of the implications, benefits and rationale for implementing new technologies, processes and systems.
Judgement and Decision Making
This position will pioneer system wide thinking and expertise in the area of shopper marketing. Thus the analysis should lead to actionable recommendations which the person can diffuse and get support for throughout the system
Crafting actionable recommendations for Customer Facing Teams.
Influencing key decision makers to make final decisions;
Identifies value creation initiatives and connects them with the local strategies and plans.
Actively involved in the customer Business Planning and Annual Business Planning
Innovation
Identify and set up the adequate shopper understanding tools
Set up a process of sharing best practices
Works internally and with various stakeholders
Supervisory Responsibilities
Direct reports: None
Indirect reports: KO Brand teams, KO Knowledge & Insights team, Key Accounts Managers , Customer Management teams in the Franchise Operations, Franchise Operations Teams, Bottler Commercial Team, EAG/Global Shopper marketing Community, Knowledge & Insights agencies ( the primarily contact point will be Knowledge & Insights), Direct Third Party Agencies and consultants.
Qualifications/Competencies/Skills
Competencies:
Delivers results: takes the acountability, ensuring productive, efficient execution against priorities. Sets streching but realistic goals and removes barriers to ensure top quality results
Balances Immediate & Long-Term Priorities – Meets critical objectives while considering the impact of those activities on longer-term goals. Translates strategic direction into personal actions/plans.
Imports and Exports Good Ideas – Shares and adopts ideas in and outside the Company. Leverages insights to inform actions or gain support. Embraces change.
Drives Innovative Business Improvements – Develops ideas and gains others’ commitment. Seizes opportunities that can deliver the greatest value. Promotes an environment of creative thinking and innovation.
Develops & Inspires Others – Develops others, improving their skills and capabilities. Provides, seeks and accepts feedback. Supports the diverse contribution of others. Engages others through effective and influential communication
Building Value-Based Relationships: Generating alliances internally and externally by continuously identifying and acting on those things that will create success for the Company and its customers, bottlers, suppliers, communities, and governments.
Customer Focus: Making customers (external and internal) and their needs a primary focus of one's actions; developing and sustaining productive customer relationships.
Communicating Effectively: Conveying information and ideas in a clear, meaningful, and timely manner; providing information to ensure understanding; solicits input from the audience during the communication.
Lives TCCC Values & Ethics: Demonstrates the values and ethics of The Coca-Cola Company through words, actions, and by example; fosters an environment that reflects the values of the company.
Knowledge and Skills:
Retail Merchandising: Knowledge of how to build and implement an effective in-store merchandising program in order to drive increases in consumer purchase.
Shopper Knowledge: Knowledge of in-store consumer purchasing behaviour in order to develop effective in-store merchandising programs.
Retailing: Knowledge of the retail industry (retailers, competitors, trends, visual merchandising, and general business environment) related to multiple channels.
Channels: Knowledge of specific channels of distribution, including competitive set, target consumers and key trends, including the ability to use information in the identification of new opportunities that are aligned with agreed business objectives.
Portfolio Marketing: Knowledge of how to build and leverage multiple brands and categories to drive maximum value with the Customer, Shopper and Consumer.
Consumer Knowledge: Knowledge of making global Brands connect with the consumer for long lasting preference leading to loyal adoption.
Project Management: Establishing courses of action to ensure that work is completed efficiently; identifies more critical and less critical activities and tasks; effectively allocates time to complete work; coordinates others.
Winning and collaborative attitude; work in a new enviroment with a lot of complexity,diversity and new rules of engagement need to be done; flexibity to identify qucik and win-win solutions and passion to cretae a strong legacy
Solid understanding of the System ( internally and with the Bottlers)
Related Experience/Qualifications
8+ years of successfully demonstrated strategy development, customer development, shopper or customer marketing, data analytics, and/or project management skills.
Proven thought leadership in the ability to properly blend various kinds of analyses and data sources to craft action-oriented recommendations that drive business growth.
Proven ability to influence people and align resources toward a common strategic goal, leveraging best-in-class approaches and methodologies while fine-tuning them to meet specific customer needs; ability to effectively interact and influence Sr Mgt.
Proven ability to lead multiple simultaneous projects with challenging goals and objectives; proven ability to redirect resources according to needs.
International or multi-countries experience is preferred
Educational Requirements
University Bachelor’s Degree Required.MBA preferred
Knowledge of French/Portuguese will be a plus
Cultural Diversity
Will be exposed and must communicate primarily in English
Adaptable to interact with multiple cultures
Direct interaction with Bottlers & Customers and their different culture and business backgrounds.
Travel Requirements
30%-40% of time required for travel mostly in CEWA countries but some to EAG.
At The Coca-Cola Company you can cultivate your career in a challenging and dynamic environment. We are the largest manufacturer and distributor of nonalcoholic drinks in the world-selling more than 1 billion drinks a day. Unlock your full potential with a future-focused company that is known and respected throughout the world.
TO APPLY CLICK HERE
JOB ID 23615
LOCATION(S) Kenya
CITY/CITIES Nairobi
SPECIFIC LOCATION
JOB TYPE Full Time
TRAVEL REQUIRED 50%
RELOCATION PROVIDED Yes
SHIFT N/A
DESCRIPTION & REQUIREMENTS:
Position Overview:
The closing date is Wednesday, 1 August 2012
Connects and converts insights into actions by linking consumer marketing with shopper insights and trends in an integrated manner and works with the customers to drive profitable sales with our portfolio
Leads the development of the shopper marketing strategy in specific customers in modern trade, focused in Future Consumption, to impact the shopper at the point of sales linked to specific PITA (population, incidence, transaction and amount)metrics.
Is a subject matter expert in shopper behaviours while in the store, during the act of purchasing, knowing the activation that works best, under a specific context, to exceed shopper expectations and generate a positive purchase reaction to specific execution triggers.
Works closely with the customer development team to develop the right experiences at the point of sales ( asset placement, value added activation, cross category activation, shopper driven category management , experiential sampling, thematic activation) to impact positively the shopper linked to specific PITA (population, incidence, transaction and amount)metrics
Works through Knowledge & Insights and Franchise Operations teams tto drive revenue growth in different customer formats and channels linked to shopper needs and our brand portfolio
Develops the understanding of the connection between our portfolio and shopper during the shopping trip through transformational activation in different activation points.
Liaises with EAG and Global shopper marketing community to represent CEWA and ensure that CEWA receives best in class support, transfers best practices from and to EAG and Global shopper team
Liaise with consumer marketing teams to provide to Franchise Operations ready to apply “ shopper marketing activation toolkits”, linking shopper and consumer insights, for selected Key Accounts ( Modern Trade/Immediate Consumption) through co-creation process with the customers
Key Responsibilities
Develop Shopper Marketing Strategies
Utilize existing consumer, shopper and customer tools to understand the shopper (e.g. Consumer Beverage Landscape, Shopper Beverage Landscape, retail audit data, home-panel data, loyalty card data, Electronic Point Of Sale data etc.)
Works closely with the Key Account Managers to ensure that the shopper insights are translated to robust strategies and tactics linked to specific PITA (population, incidence, transaction and amount)metrics
Work closely with the Key Account Managers and the Data analytics managers to ensure timely evaluation of the activities and share the results and the learning internally and with the customers
Develop the look of success per customer and format based on shopper and consumer insights linked to customer strategies
Work closely with the data analytics Manager to leverage customer loyalty card data and insights
Identify value added promotional mechanisms (e.g. cross categories activation, value added promotions etc.)
Drive revenue growth management through OBPPC (Occasion, Brand, Pack, Price and Channel)
Identify game-changing consumer, shopper and category insights that will unlock sustainable volume growth through the analysis of shopper and consumer research insights (e.g. CBL, SBL , OBPPC, conjoint studies, shopper marketing researches )
Works closely with K&I to identify shopper& consumer opportunities
Develop shopper activation toolkits
Works closely with the brand teams to develop the shopper activation toolkits timely and ready to apply (e.g. Occasion Based Marketing (OBM) communication, promotional mechanism, proposal for gifts, ideas for value added activation, ideas for cross category activation, experiential sampling etc.)
Best practices and transfer know-how ( jointly with the Capabilities Development Manager)
Liaise with the Capabilities development Manger to organize shopper marketing workshops in the Franchise Operations and craft a shopper centric activation culture
Develops and maintains an on-going way of sharing best practices ( CEWA,EAG and Global)
Works closely with the shopper community in EAG and Global to ensure know-how transfer
Assess the level of change required in terms of System capabilities, and then develop a plan to build sustaining capabilities across markets and customers.
Connect with subject matter experts from the Centre, Groups and/or outside the company to bridge learnings.
Take action to improve one’s own knowledge and skills.
Liaises with Latin America Group to understand process tools and best practices in the area of shopper marketing ( strategy and execution)
Organizational Impact/Influence
Will interact with KO, bottlers and customer senior management, mainly at BU and national levels
Will be required to proactively build and maintain relationships with appropriate senior level customer management.
Will be required to interact with, persuade and influence Coca-Cola System and Customer Senior management on various advanced customer analytics.
Will be responsible to influence and guide analytics third party SME’s.
Analysis
Develop an effective framework and process to improve Customer Service across CEWA BU.
Development of advanced analysis of customer business building opportunities and programs/services, including insights of basket analysis, combo meals, purchase occasions, category performance, etc.
Development of new common advanced analytical business processes and systems to measure and evaluate business performance.
Develop Coca-Cola System understanding of the implications, benefits and rationale for implementing new technologies, processes and systems.
Judgement and Decision Making
This position will pioneer system wide thinking and expertise in the area of shopper marketing. Thus the analysis should lead to actionable recommendations which the person can diffuse and get support for throughout the system
Crafting actionable recommendations for Customer Facing Teams.
Influencing key decision makers to make final decisions;
Identifies value creation initiatives and connects them with the local strategies and plans.
Actively involved in the customer Business Planning and Annual Business Planning
Innovation
Identify and set up the adequate shopper understanding tools
Set up a process of sharing best practices
Works internally and with various stakeholders
Supervisory Responsibilities
Direct reports: None
Indirect reports: KO Brand teams, KO Knowledge & Insights team, Key Accounts Managers , Customer Management teams in the Franchise Operations, Franchise Operations Teams, Bottler Commercial Team, EAG/Global Shopper marketing Community, Knowledge & Insights agencies ( the primarily contact point will be Knowledge & Insights), Direct Third Party Agencies and consultants.
Qualifications/Competencies/Skills
Competencies:
Delivers results: takes the acountability, ensuring productive, efficient execution against priorities. Sets streching but realistic goals and removes barriers to ensure top quality results
Balances Immediate & Long-Term Priorities – Meets critical objectives while considering the impact of those activities on longer-term goals. Translates strategic direction into personal actions/plans.
Imports and Exports Good Ideas – Shares and adopts ideas in and outside the Company. Leverages insights to inform actions or gain support. Embraces change.
Drives Innovative Business Improvements – Develops ideas and gains others’ commitment. Seizes opportunities that can deliver the greatest value. Promotes an environment of creative thinking and innovation.
Develops & Inspires Others – Develops others, improving their skills and capabilities. Provides, seeks and accepts feedback. Supports the diverse contribution of others. Engages others through effective and influential communication
Building Value-Based Relationships: Generating alliances internally and externally by continuously identifying and acting on those things that will create success for the Company and its customers, bottlers, suppliers, communities, and governments.
Customer Focus: Making customers (external and internal) and their needs a primary focus of one's actions; developing and sustaining productive customer relationships.
Communicating Effectively: Conveying information and ideas in a clear, meaningful, and timely manner; providing information to ensure understanding; solicits input from the audience during the communication.
Lives TCCC Values & Ethics: Demonstrates the values and ethics of The Coca-Cola Company through words, actions, and by example; fosters an environment that reflects the values of the company.
Knowledge and Skills:
Retail Merchandising: Knowledge of how to build and implement an effective in-store merchandising program in order to drive increases in consumer purchase.
Shopper Knowledge: Knowledge of in-store consumer purchasing behaviour in order to develop effective in-store merchandising programs.
Retailing: Knowledge of the retail industry (retailers, competitors, trends, visual merchandising, and general business environment) related to multiple channels.
Channels: Knowledge of specific channels of distribution, including competitive set, target consumers and key trends, including the ability to use information in the identification of new opportunities that are aligned with agreed business objectives.
Portfolio Marketing: Knowledge of how to build and leverage multiple brands and categories to drive maximum value with the Customer, Shopper and Consumer.
Consumer Knowledge: Knowledge of making global Brands connect with the consumer for long lasting preference leading to loyal adoption.
Project Management: Establishing courses of action to ensure that work is completed efficiently; identifies more critical and less critical activities and tasks; effectively allocates time to complete work; coordinates others.
Winning and collaborative attitude; work in a new enviroment with a lot of complexity,diversity and new rules of engagement need to be done; flexibity to identify qucik and win-win solutions and passion to cretae a strong legacy
Solid understanding of the System ( internally and with the Bottlers)
Related Experience/Qualifications
8+ years of successfully demonstrated strategy development, customer development, shopper or customer marketing, data analytics, and/or project management skills.
Proven thought leadership in the ability to properly blend various kinds of analyses and data sources to craft action-oriented recommendations that drive business growth.
Proven ability to influence people and align resources toward a common strategic goal, leveraging best-in-class approaches and methodologies while fine-tuning them to meet specific customer needs; ability to effectively interact and influence Sr Mgt.
Proven ability to lead multiple simultaneous projects with challenging goals and objectives; proven ability to redirect resources according to needs.
International or multi-countries experience is preferred
Educational Requirements
University Bachelor’s Degree Required.MBA preferred
Knowledge of French/Portuguese will be a plus
Cultural Diversity
Will be exposed and must communicate primarily in English
Adaptable to interact with multiple cultures
Direct interaction with Bottlers & Customers and their different culture and business backgrounds.
Travel Requirements
30%-40% of time required for travel mostly in CEWA countries but some to EAG.
At The Coca-Cola Company you can cultivate your career in a challenging and dynamic environment. We are the largest manufacturer and distributor of nonalcoholic drinks in the world-selling more than 1 billion drinks a day. Unlock your full potential with a future-focused company that is known and respected throughout the world.
TO APPLY CLICK HERE