Senior IMC Manager at The Coca-Cola Company

• Manages integrated marketing communications programs within assigned brands and/or geographies
• Assists in ensuring marketing communications are integrated and deliver brand/business objectives
• Utilizes the proper tools, system and metrics for maximum effectiveness; manages the Marketing Communication team
• Directs market research to acquire competitive marketing intelligence for strategic marketing communication planning to support business/marketing plans
• Managing teams with focus on policy and strategy implementation and control rather than development; short-term operational/tactical responsibilities

Key Duties/Responsibilities

Strategic Planning

    Actively participate in ABP supporting the planning work done by brand and commercial teams.
    Drive the IMC strategic planning process of the Brand portfolio business brief based on IMC for growth principles:

•         TRANSFORMATIONAL Evolved to the new reality and the power of disruption to generate the business results across 16 markets.
•         HOLISTIC Full integration and understanding of total system implications and challenges.
•         AGILE By design, speed to market, capturing immediate opportunities, learning and improvement.
•         FLEXIBLE Adaptable to different markets and portfolio objectives and realities.
•         SHAPE BEHAIVOR Build habits, shape choice.
•         ROI DRIVEN Focus on business results.
•     Deliver strong insighting that results in relevant and resonating solves (to tensions) reflecting the role of our brand edge, products and portfolio in different geographies.

Common Platform Development

•     Development of cross functional end to end business solutions, based on shared business objectives across SEABU markets, with the objective to enable the system, holistically and tactically to achieve business results.
•     Identify specific market business needs, local nuances and integrate those into the platform design, with specific portfolio, channel, customer.
•     Focus in business priorities and gain scale while driving productivity.

IMC Portfolio Thouhgt Leadership- Horizontal Planning with Vertical Activation:

•     Thought leadership on portfolio IMC Planning, from strategy to local execution.
•     Guide and empower his/her team to develop always on Brand end to end experiences (screen to occasion) and tactical local solutions, even in the smallest market across SEABU, creating disruption real time, right time, right moment, right place and target, shaping behavior and driving transactions.
•     Resources allocation, DMI and associates by project, in line with Brand Calendars and business priorities, ensuring timely IMC brand activation
•     Alignment with Brand and cross functional team on priorities, timings and Brand calendars

ROI - Focus on business results:

•     ROI against Business Objectives
•     Support and guide the investment decisions from screen, pack, shelf to occasion, with focus on reaching ROI, with a daily live tracking of performance, identifying opportunities for improvement in the investment, anticipating trends and headwinds, make real time decisions, continuous refinement on execution based on results, adjust the plan and keep tracking, until the ROI is achieved and the desired behavior is shaped
•     Learning & improving with each yearly Iteration (sustainable and scalable).

Productivity Driven:

•     Optimal communication effort to drive efficient result
•     Be passionate about productivity and liberate funds to fuel more initiatives or make initiatives better
•     Maximize budgets and plans for effectiveness and efficiencies through better planning and buying, seeking partner values at onset.
•     Challenge all sacred cows, no matter how important they seem – if they do not strategically, economically and scientifically make sense, eliminate them, even if some interest groups put up resistance.

Agency and Partnership Development and expansion:

•     in collaboration with procurement identify and create a best in class roster of agencies, negotiate SOW, manage and inspire, build TCCC capability, compensate and evaluate based on business objectives.
•     Expansion of partnerships (Facebook, google, networks), to create method of execution and measurement of experiences to improve results beyond analytics.