Description
Summary : Strategic Intent
Strategic Intent
The core deliverables for the LatAm EPICS (Entertainment, Partnerships, Influencers, Culture and Sports) team are to contribute to business opportunities enabling category objectives, though identify, create, amplify and scale compelling brand assets and passion points.
The team is responsible for leading all aspects of the company partners’ relationships within Latin America, with current and future sports and entertainment organizations to support the category growth levers and the OU needs.
The LatAm Director of EPICS - Partnerships and Operations will be responsible for leading several passion point related partnerships and assets, mainly all aspects of our regional sports relationships with the respective rightsholders assuring flawless delivery of our rights to the benefit of our brands’ plans.
This role should also create and lead (in collaboration with the Category teams) the strategy behind selected passion points, lead the implementation of the global, regional sports events hosted in Latin America, also coordinating with other internal stakeholders (IMX team, Procurement team, Global EPICS community, etc.
and manage the high-level relationships with external partners.
In detail the position will be responsible for :
Understand how Brands’ aims should direct our OU strategy for sporting assets and other selected passion points.
Define the LatAm OU strategies for those sporting assets and other selected passion points.
Manage regional and local asset creation or identification.
Develops an in-depth understanding of partners’ ( Rights-holders ) organizations and key objectives; builds and maintains relationships with key personnel of Rights-holders.
Lead the activations and operations for regional and global sponsored events for selected passion points hosted in Latin America
Leads negotiations / re-negotiations for our System rights with Rights-holders (working closely with procurement and other key functions)
Ensure one single strategy withing the OU, leveraging synergies and common opportunities across the different geographies.
Lead the evolution (evaluation, ROI, KPIs tracking, etc.) of the existing OU selected assets so they can be more relevant to consumers and add more value to the TCCC business.
Provide recommendations to OU on key passion points, considering the global strategy as well as the local portfolio of brands.
Provide input to regional and global EPICS teams in the assets strategy and activation guidelines considering the OU reality and global relevance.
Work with other IMX leaders to fully integrate the assets and passion points thinking into brand E2E experiences.
Localize global sports assets activation guidelines and ensure its correct application for all the OU projects, including the right ratios between assets investment and activation.
Responsible for providing strategic direction for LatAm’s sporting properties, including : Regional Competitions, National Football Teams, Local Olympic Committees, Sports Associations, Club Teams, Athletes and other sports related events
Manage budgets of assigned passion points and overall contractual obligations
Lift and shift best practices from other countries.
Define and understand KPI’s measuring passion points, partnerships and assets.
Functional Competencies :
Strategic brand marketing knowledge / experience.
Capability to drive transformational change in the way assets are managed; ability to link assets to overall brand strategy, ability to adapt to changing and emerging trends in the industry.
International experience, international mind-set; experience working across multiple geographies, backgrounds and experiences to find common ground to inspire action for a new way of driving regional assets and partnerships.
Proven experience in partnership development and management at the highest-level.
Strong project management skills
Strong leadership presence and influencing skills with proven ability to provide strategic guidance to leadership team as well as external partners.
Proven experience in negotiations
Proven experience leading bigger-scale sports events across multiple geographies.
Experience / Education :
Significant sports and entertainment / marketing experience (12+ years)
Thorough understanding and know-how of the sports and entertainment industry : key players, trends, competitions, etc.
Experience managing Assets and Sponsorships
Network into sports community and engagement
Experience working in cross-functional and cross-geographical teams
Ability to manage complex brand experience projects
Strong negotiation and partner management skills desirable
Expertise in working with different external partners (i.e. : organizations, celebrities, sports teams, agencies, etc.)
Ability to manage, lead and motivate multiple external partners, stakeholders and relationships
Strong listening and interpersonal skills
Ability to work in cross-functional teams
Fluent English and Spanish are required.
Leadership & Management Behavioral Competencies
Influences the System : Applies influence strategies and negotiation skills to achieve win-win results; Adapts style based on the situation and audience.
Drives Innovative Business Improvements : Develops new insights into solutions that result in organizational improvements;
promotes a work environment that fosters creative thinking, innovation and rational risk-taking.
Balances Immediate and Long-Term Priorities : Seeks to meet critical objectives while considering the impact of those decisions and activities on the ability to achieve long-term goals.
Develops and Inspires Others : Builds and maintains relationships that motivate, guide, and / or reinforce the performance of others toward goal accomplishments.
Develops self and others to improve performance in current role and to prepare for future roles; seeks and provides feedback and coaching to enhance performance.
Lives the Values : Demonstrates the values of The Coca-Cola Company through words, actions, and by example; fosters an environment that reflects the values of the company.
KEY KNOWLEDGE REQUIREMENTS
SPORTS / ASSETS STRATEGY
SPORTS EVENTS OPERATIONAL EXPERTISE
DEVELOPING & MAINTAINING PARTNERSHIPS
ASSETS NEGOTIATION
Skills :
Adaptability, Budget Management, Cross-Functional Teamwork, External Partners, Internal Stakeholders, Interpersonal Communication, Investments, Leadership, Negotiation, Partnership Development, Prioritization, Project Management, Strategic, Strategic Objectives, Taking Initiative
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