The Coca-Cola Company (NYSE: KO) is the world's largest
beverage company, refreshing consumers with more than 500 sparkling and still
brands. Together with our bottling partners, we rank among the world's top 10
private employers with more than 700,000 system associates. Coca-
Cola Nigeria is currently recruiting for the following position:
Cola Nigeria is currently recruiting for the following position:
Job Title:
Franchise Marketing Manager
Location: LAGOS
Job Type: Full time
Job Level: 06
Job ID: R-03091
Position Overview:
The Senior Franchise Marketing Manager - Nigeria is
responsible for leading the development of over-arching business &
marketing strategies affecting the total portfolio within Nigeria; ultimately delivering
positive Volume, NSR, PBT & Brand Love growth.
The Company's effort in building a strong consumer insight
driven business growth model across all of the NARTD Beverage categories,
coupled with development of scalable programs & tools for implementation by
our Bottling partner - NBC is critical to our short and long-term business
success. This person will be a key contributor in shaping the relationship and
strategic plan development with this partner.
The key purpose of this role is the development of
market-based strategies & tactics collaboratively with the WABU Marketing
leaders, Nigeria Franchise Leadership Team, and Nigeria Bottling Company to
ensure we implement strong plans for consumer-driven business growth. They will
also have ownership of key Business Unit initiatives and programs required by
the WABU Business Plan, to achieve long-term growth objectives. These programs
will require the individual to oversee a team of marketing associates that will
collaborate with WABU Central Marketing, Franchise C&CL, Other functions
(Finance, IMCC, Operations, Supply Chain, Commercialization), and the Bottler
Marketing & Operations teams to ensure complete delivery of the agreed
plan. Lastly, this individual will be required to lead ONE Marketing Leadership
Team project - resulting in fundamental capability improvement for the BU
Marketing team.
The key means to achieve these goals are the development of
diagnostics, strategies, content, and capability within their region of
responsibility. The work of the individual requires leveraging the collective
intelligence of our system, through a collaborative approach with the Regional
Franchise Managers, Strategy & Insights, and C&CL. They need to drive
the strategy and build / adapt their Franchise Marketing Plan content in
partnership with Creative Agencies, leveraging internal and external best
thinking, creating internal BU awareness around it, build key marketing
competency skills for personal and professional development and act as the key
integrator on their projects.
The Initiatives (both consumer and shopper programmes) this
person will leverage, create or adapt will be built from local market insights
to ensure their local plans are highly resonant across their consumers and will
change beliefs, attitudes and behaviours about the brands under their scope,
which will lead to incremental brand consumption and purchase ( and ultimately
brand love ). They will need to have strong project & people leadership
skills to ensure programs are efficiently development and leverage strong
persuasive selling skills to inspire our Bottling partners to co-invest and
execute with excellence.
Lastly, this person will be responsible for managing
multiple associates to carry out the above business responsibilities. They will
be required to balance governance & engagement throughout the planning and
implementation of the business plans; ensuring each associate has an
individualized career and development plan to follow and grow. As a member of
the WABU Marketing Leadership team, they will be responsible for providing
assessments of their associates and calibration of the Marketing Community
through the talent factory process.
Function Specific
Activities:
The Senior Franchise Marketing Manager - Nigeria is
responsible for leading the development of over-arching business &
marketing strategies affecting the total portfolio within Nigeria; ultimately
delivering positive Volume, NSR, PBT & Brand Love growth.
The Company's effort in building a strong consumer insight
driven business growth model across all of the NARTD Beverage categories,
coupled with development of scalable programs & tools for implementation by
our Bottling partner - NBC is critical to our short and long-term business
success. This person will be a key contributor in shaping the relationship and
strategic plan development with this partner.
The key purpose of this role is the development of
market-based strategies & tactics collaboratively with the WABU Marketing
leaders, Nigeria Franchise Leadership Team, and Nigeria Bottling Company to
ensure we implement strong plans for consumer-driven business growth. They will also have ownership of key Business
Unit initiatives and programs required by the WABU Business Plan, to achieve
long-term growth objectives. These
programs will require the individual to oversee a team of marketing associates
that will collaborate with WABU Central Marketing, Franchise C&CL, Other
functions (Finance, IMCC, Operations, Supply Chain, Commercialization), and the
Bottler Marketing & Operations teams to ensure complete delivery of the
agreed plan. Lastly, this individual
will be required to lead ONE Marketing Leadership Team project - resulting in
fundamental capability improvement for the BU Marketing team.
The key means to achieve these goals are the development of
diagnostics, strategies, content, and capability within their region of
responsibility. The work of the individual requires leveraging the collective
intelligence of our system, through a collaborative approach with the Regional
Franchise Managers, Strategy & Insights, and C&CL. They need to drive
the strategy and build / adapt their Franchise Marketing Plan content in
partnership with Creative Agencies, leveraging internal and external best
thinking, creating internal BU awareness around it, build key marketing
competency skills for personal and professional development and act as the key
integrator on their projects.
The Initiatives (both consumer and shopper programmes) this
person will leverage, create or adapt will be built from local market insights
to ensure their local plans are highly resonant across their consumers and will
change beliefs, attitudes and behaviours about the brands under their scope,
which will lead to incremental brand consumption and purchase ( and ultimately
brand love ). They will need to have
strong project & people leadership skills to ensure programs are
efficiently development and leverage strong persuasive selling skills to
inspire our Bottling partners to co-invest and execute with excellence.
Lastly, this person will be responsible for managing
multiple associates to carry out the above business responsibilities. They will be required to balance governance
& engagement throughout the planning and implementation of the business plans;
ensuring each associate has an individualized career and development plan to
follow and grow. As a member of the
WABU Marketing Leadership team, they will be responsible for providing
assessments of their associates and calibration of the Marketing Community
through the talent factory process.
Nigeria Marketing Plan Development & Implementation -
50%
Leads Annual Franchise Marketing & Commercial Business
Planning - providing “end-2-end” business solutions that deliver “through the
line” messaging to consumers/shoppers coupled with strong affordability &
availability thought-leadership to deliver BP objectives across all categories
and brands. (NSR growth/ Transactions growth/ Value Share / BLS)
Develop the corresponding prioritized investment strategy
deciding the allocation, post aligning all key stakeholders, and own overall
management of DME for Nigeria. In addition, provide proactive / alternative
marketing & commercial plans, budget management and contingency planning to
deliver positive ROI and competitive disruption; thus requiring in-depth market
understanding & agility.
Owns Bottler Relationship on Marketing Strategy and Plans;
leading regular operational & marketing excellence routines/discussions
with Bottlers.
Accountable for the successful implementation of the key
projects identified within the Strategic Business Plan - including
Communication, Innovation, RGM, and In-Store Messaging. Lead, through Agencies / Direct Reports, the
project management of all key programs, achieving support and approval from key
Franchise, BU & Bottler stakeholders.
Ensuring timely launch and success of the innovation &
RGM pipeline throughout the year; ensuring that all cross-functional members
and Bottlers are aligned and working on-time to deliver the objectives and
goals.
Partner with all key Bottler and local community
constituents to assess and mitigate any potential risks related to the
programs' implementation.
Identify & leverage external and internal best practices
as applicable to the specific Franchise programmes; harvesting the maximum
learning and inform the development and activation of best in class programmes
by the BU Central team.
People Management & Organizational Development - 30%
Provide Coaching & Development of Direct Reports
(MM/SBM/BM/JBM/ABM) in achieving overall business objectives - National &
Regional, while ensuring Associate Development continues on-track for
capability development and career progression
Leads a BU Marketing Leadership Team Project - typically
includes leading a training capability project or offsite within the BU to
tackle a significant marketing organization challenge.
Long-Term Market Strategy & Planning - 20%
Develops & Provides Thought Leadership On Portfolio
Strategy - based on WABU/Nigeria Portfolio Strategy and Growth Plan - to
develop Innovation & RGM Pipeline (Product, Pack, Equipment) to achieve
long-term growth.
Co-Lead with Franchise Performance & Planning Manager -
key long-term strategic recommendations to the General Manager & WABU
Marketing Director on How The Business Should/Will Grow.
ORGANIZATION IMPACT/ INFLUENCE:
Primary
Nigeria General Manager - business manager
WABU Marketing Director - functional manager
Nigeria Bottling Company Managing Director - bottler
business leader
Nigeria Bottling Company Marketing Lead - bottler functional
leader
(2) Regional Franchise Leaders: North & South - key
functional partners
Franchise Customer & Commercial Leader - key functional
partner
Franchise Marketing team - direct reports
WABU IMC Manager & Nigeria Media Manager - key
functional enablers
WABU K&I Manager & Nigeria K&I Manager - key
functional enablers
Local Advertising Agency Creative Directors and Account
Managers
Secondary
Nigeria Bottling Company Sales Lead - bottler functional
leader
Coca-Cola Hellenic Group Marketing Lead - bottler functional
leader
Other WABU Marketing Leadership Team members -
Commercialization, Capability, Finance
Other Nigeria Franchise Leadership Team members - Technical,
Finance, Legal
Purpose of Interactions
Development & Implement of Key Programs; ensuring
multi-disciplinary approach & cross-functional/bottler alignment and
leadership to activities.
Persuasive “selling” to ensure Strategies & Programs are
not only aligned in principle - but aligned in meaning and interpretation;
resulting in total System clarity on path forward.
Obtain feedback to step change and adapt programs through,
Negotiation, Empathy, and ability to listen in order to understand other's
points of view to inform their own.
Capability of communicating concisely and to communicate
complex topics in a simple manner to non-insiders or experts.
Relationship building with external stakeholders to
proactively build credibility and understanding of individual objectives and
needs to find common ground during crisis / moments of misalignment.
SUPERVISORY RESPONSIBILITIES:
Overall department of 5-8 marketing associates of various
grades; including full hiring, work assignments, performance review, career
& development responsibilities.
RELATED JOB REQUIREMENTS/ QUALIFICATIONS:
Minimum Years of Experience:
12-15 years within TCCC or Other Global FMCG company with a significant
brand consumer/product roles. In depth understanding, knowledge and practical
experience in consumer marketing and ideally sales/operations management. Demonstrated people management both direct
and in-direct over numerous years.
EDUCATIONAL REQUIREMENTS:
Minimum: Bachelor's
Degree Preferred: Master's Degree - preferably MBA or Masters
of Marketing
CULTURAL DIVERSITY:
Ability to collaborate in an International / Global cultural
context is critical considering the diversity of the Business Unit.
ANALYSIS:
Develop thought leadership, market / program strategy and
executional leadership for the Franchise/Bottlers; developing new approaches to
encompass local needs/problems.
Demonstrated ability to perform and evaluate quantitative
analysis (financial, consumer insights, sales tracking) and convert findings to
clear business actions with supporting rationale.
JUDGEMENT AND DECISION MAKING:
Local Programs & Initiatives - with recommendations
provided at key gate reviews with General Manager & BUMD
Market Specific DME - based on recommendation agreement by
General Manager & BUMD
Development of People - based on recommendation agreement by
General Manager, BU Marketing Leadership Team & BUMD
Approver of All Marketing Materials within Standards (Brand,
Formula, Assets, Financial etc.)
WORKING CONDITIONS:
None
TRAVEL REQUIREMENTS:
25% within Nigeria and to occasional training/off-sites
in: Nairobi, Atlanta, Johannesburg
Leadership Behaviors:
DRIVE INNOVATION: Generate new or unique solutions and
embrace new ideas that help sustain our business(encompassing everything from
continuous improvement to new product and package innovation).
COLLABORATE WITH SYSTEM, CUSTOMERS, AND OTHER STAKEHOLDERS:
Develop and leverage relationships with stakeholders to approximately stretch
and impact the System (Company and Bottler).
ACT LIKE AN OWNER: Deliver results, creating value for our
Brands, our System, our customers, and key stakeholders.
INSPIRE OTHERS: Inspire people to deliver our mission and
2020 Vision, demonstrate passion for the business and give people a reason to
believe anything is possible.
DEVELOP SELF AND OTHERS: Develop self and support others'
development to achieve full potential.
How to Apply
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