*what you’ll do for us*
- enable weekly + growth for the the coca-cola company (tccc) brands in modern trade, traditional and on-premise channels, in a context of multiple shopper choices.
- accelerate purchase (weekly+ conversion), also with ecomms (including eventual/specific opportunities with fsas).
- build brand value in commerce ecosystems, through a brave (differentiated and relevant) and boundless (with latam scale) approach.
- delineate human centric and physical approaches: think on people at the moment of truth, as a shopper making purchase decisions, driving experiences in their user journeys to increase tccc brands consumption and value.
- contribute to build rituals also in-store when brand strategies imply it.
- align with the c&cl team, the portfolio picos (picture of success) detailed per channel and sub-channel for latam.
- ensure effectiveness of picos, delivering pieces of commerce experiences providing a seamless integration with standards and/or catalog (eg. Vtm), connecting all our expressions towards buyers.
- develop master graphics to drive impact of our shopper retail/commerce activities.
- provide content strategy and the stimuli to boost the shopper brand activities, namely in-store activations in synergy with c&cl.
- elaborate the rightful message matrix (per channel and shopper) required for a successful shopper retail activation, both from a brand perspective or from a portfolio perspective.
- customize upon latam standards, experience pieces to a particular market need and influence to set up the coca-cola system (ko) for its execution.
- generate one single source or truth for kv’s and other retail/commerce content visual assets (creative sharepoint and/or via adaptation cloud).
- align brands strategies + vtm platforms: contribute to the proper deployment of vtm strategy by occasion, as well as by key brands and channels.
- develop shopper execution guidelines: do’s and dont’s for market implementation.
- define partnerships guidelines for cross-partner activations.
- manage the budget allocated to shopper retail experiences.
- increase retail/commerce experiences and content capability in latam (evolving our shopper experiences to have exponential utility value).
- leader of a team of 6 ‘shopper retail xp’ managers.
*communication focus*
- role will require in-depth communication and coordination with latam multi-functional teams.
- role will also interact frequently with external parties, particularly with the main digital ecommerce players (fsa’s included).
- key role in bringing freshness to the system on disruptive ways of approaching shopper and experiences/content for commerce in general.
*qualification & requirements*
key success parameters:
- deploying significant skills as people leader, influence and align commercial stakeholders and market hubs, lead the shopper agenda, orchestrate the commercial, imx and brand integration to shopper.
- being capable to ensure continuity of brand strategies at the shopper operational level.
- deploying true expertise on the human being who “sometimes” behaves as a consumer and sometimes “acts” as a shopper (human centricity) - high level of understanding and practice of e2e journeys.
- leading to achieve scalable solutions.
- accountability and commitment towards key-stakeholder-areas and within imx coordination and compliance with e2e process deadlines.
Experience:
- shopper academic and/or practice savvy: 10 years of experience minimum.
- experiences and content development & management, digital marketing (including digital commerce and data-driven marketing knowledge and practice): 8 years of experience.
- experience in leading roles at shopper teams: 4 years of experience. Field mkt experience is a plus.
- experience in working in cross-functional and cross-geographical teams.
Mastery of (latam level)
- shopper marketing knowledge and practice
- modern trade channel knowledge and practice
- on-premise channel knowledge and practice
- traditional channel knowledge and practice
- e-commerce knowledge and practice
- key-accounts knowledge and practice
- think beyond pos and instore activation towards a phygital (physical & digital) consumer-to-shopper e2e path to purchase
expertise (latam level)
- the coca-cola (ko) system knowledge, shopper engagement and commercial teams in the region and in the markets
- experiences and content complex constructs and development
- creative knowledge (if practice too, preferred)
- shopper innovation
- agile methodologies of work
- design thinking process
- digital marketing and shopper marketing new technologies
*what we can do for you*
- * iconic & innovative brands*:our portfolio represents over 250 products with some of the most popular brands in the world, including coca-cola, simply, fairlife & topo chico.
- * expansive & diverse customers*:we work with a diversified group of customers which range from retail & grocery outlets, theme parks, mov