Senior Manager, Marketing – FLM, Bengal NER Jharkhand

Senior Manager, Marketing – FLM, Bengal NER JHK

Location - Kolkata

Region Front-Line Marketing Lead Will

• Drive local bottler alignment on the marketing agenda: portfolio priorities and category/brand strategies and plans (objectives, DME investments, success metrics and activity calendars, including Innovation projects and IMX Campaigns) in partnership with C&CL and Franchise Leadership.
• Provide leadership in the execution of region-specific activations, with an emphasis on driving end-to-end closures, whilst leveraging the network.
• Actively participate and provide a regional perspective when developing integrated execution strategies for both the long and short term.
• Provide input on OU- and Market-level portfolio plans, brand plans (activities, calendars, execution of allocated DME) and local innovation opportunities
• Provide market input for the development of OU- and market-level Innovation projects and IMX campaigns (as applicable)
• Oversee localisation and real-time amplification of IMX campaigns within the region, providing input to OU IMX team
• Execute local media buying that cannot be bought at OU-level (through Mkt procurement)
• Manage brand activation at the local level, including POS activations & promos and experiential marketing and events (leveraging mkt assets), in coordination with bottlers
• Support the System in customer and shopper marketing agendas, maintaining strong relationships with key customers.
• Support Franchise and local bottling teams with regular cascades on Volume and Share performance deep dives specific to the region, along with recommendations on driving integrated action plans.
• Region Front-Line Mkt Lead will carry out duties as individual contributors; drawing on local agencies; and interacting regularly with OU Frontline Marketing Lead, OU IMX Lead and broader OU marketing team.
  
  

Scope: 3 bottling partners

KEY SUCCESS PARAMETERS

Experience

• Significant market and leadership experience (8-11 years work ex)
• Direct experience with marketing activation
• Business and commercial acumen, including financial expertise
• Experience working with TCCC external partners (bottlers and customers)
• Experience working in cross-functional and cross-geographical teams is preferred
  
  

Work Focus

• Ability to provide nuanced region-level input on marketing strategy and plans (e.g. consumer / shopper insights) and other key elements of broader OU / global strategy, as necessary
• Ability to develop relationships with key bottlers and ensure alignment and buy-in on mkt agenda
• Ability to coordinate full details (calendars, resources, metrics) of local activation with Bottlers
• Ability to identify needs for campaign localization or customization as necessary
• Ability to guide media buying (in partnership with Mkt procurement), as necessary
  
  

Communication Focus

• Role will require frequent communication with OU Frontline Marketing Leadership team, OU Category teams, OU IMX team, and OU C&CL team, OU Franchise leadership teams
• Role will also interact frequently with Bottlers and external parties (activation agencies, media)
  
  

Skills

Business Development; E2E Connection Planning; Creative Strategies; Team Management; Communication; Business; Business Partnerships; Marketing

Annual Incentive Reference Value Percentage:15

Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.