Shopper Retail Experiences

hace 3 semanas

Ciudad de México The Coca-Cola Company A tiempo completo

**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

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