Coca-Cola HBC | Senior Manager, Shopper Retail XP

hace 5 días

distrito federal, México Coca-Cola HBC A tiempo completo

Position Overview:

The Shopper Retail XP Manager will be part of the Shopper Retail XP team (SHOPPER XP) , driving end-to-end (E2E) thinking on consumer and shopper experience across all categories of the portfolio, with a focus on offline (on-premise and off-premise modern and traditional trade) and online (e-commerce) sales channels.

The Shopper Retail XP Manager will leverage the science of shopper knowledge to ensure great in-store presence for our brands and products, both physically and digitally. The role connects brand business and creative strategies with a shopper-centric ecosystem, leveraging owned, earned, shared, and paid touchpoints, as well as brand assets.

Function Related Activities/Key Responsibilities:

  • Develops the Shopper Strategy and Plan for Sparkling and Stills brands linked to its E2E Journey and the brand Brave and Boundless Experience Idea (BBEI) to ensure that bold brand equity is translated into transactions.

  • Drive thinking on how to design marketing around E2E shopper journey to drive greater conversion, focusing on experience orchestration and experience consistency.

  • Create, adapt, or amplify occasion-related communication for our brands, to be executed at the Occasion Based Platforms (OBPs) and sales channel’s Picture Of Success (PicOS).

  • Integrate digital marketing thinking as an integral part of our shopper marketing campaigns (voice, QR codes, beacons, CRM, digital coupons etc.)

  • Define always-on strategies to activate brand campaigns and commercial initiatives into social commerce, quick commerce, and other new and innovative commerce platforms.

  • Connecting the brand business and creative strategies with a consumer-centric ecosystem, that will leverage owned, earned, shared & paid touchpoints as well as brand assets.

  • Customize (global brands) and/or develop (regional brands) content for specific category touchpoints and/or channel based on key occasions and relevant triggers.

  • Designs relevant Shopper demand trigger promotional communication and mechanics when it is a critical component of the brand BBEI and “Latam scalable” to ensure relevance and efficiency.

  • Designs the next generation of consumer & shopper engagement strategy using both digital and physical touchpoints to deliver an end-to-end seamless experience at the point of sale.

  • Manages the calendar of Shopper Activations together with Category and Commercial teams to ensure timely execution.

  • Develops Shopper execution guidelines and supports Marketing Execution by handing over to Frontline Marketing robust activation toolkits and materials for seamless market activation.

  • Translates Shopper Insights and Channel expertise into concrete communication and brand activation strategies and plans.

  • Develops "phygital" in-store experiences and identifies opportunities in different touchpoints to drive conversion.

Education Requirements:

  • Marketing related career

Related Work Experience:

  • Candidates have worked on Commercial or Shopper Marketing projects in the past, understand sell-in opportunities for customers and bottler timelines.

  • Significant marketing, brand creative, and leadership experience (10-12 years)

  • Direct experience with connections, digital marketing, media strategy and communication planning for leader and smaller brands.

  • Experience in working in consumer and shopper/commercial plans in Modern and Traditional Trade.

  • Experience working with marketing in the field is preferred.

  • Experience working in cross-functional and cross-geographical teams.

  • Fluent English is required; Portuguese/Spanish desirable.

Communication Focus:

  • Communicating, influence and negotiate across multiple stakeholders.

  • Experience in leading strategic conversations and alignment with senior and key stakeholders.

  • Role will require frequent communication with OU End-to-End Experience team, design, creative, channels & Category teams, Channel Strategy team and Commercial Hubs.

  • Role will also interact frequently with external parties, particularly agencies – Studio X ecosystem including Amplification Cloud.

Functional Skills:

Mastery of (REQUIRED)

  • Coca System Knowledge and shopper engagement

  • Develop winning Shopper Marketing programs: Idea-driven & integrated with Creative Brand Strategy – to be exciting for Consumers/shopper – so we drive sell-out.

  • Think beyond POS and in-store activation towards a phygital (physical & digital) Consumer-to-Shopper End2End path to purchase.

  • Understand brand & creative strategy at category level.

  • Lead integrated brand experience for specific categories and multiple touch points that are effective and efficient.

  • Work in Agile cross-functional teams.

Broad expertise in (GOOD TO HAVE)

  • Connection Planning as well as Creative Strategy to derive impactful shopper marketing programs.

  • Understanding of the evolved media landscape and e-commerce.

  • Expertise in working with different external partners (i.e.: agencies, production houses, media companies, influencers).

  • Ability to drive digital shopper marketing thinking and craft plans.

  • Digital Marketing.

Skills:

  • Leadership
  • Social Media
  • Promotional Activities
  • Account Management
  • Customer Relationship Management (CRM)
  • Marketing Activation
  • Marketing Execution
  • Marketing Strategies
  • Channels Strategy
  • Waterfall Model
  • Media Strategies
  • Experiential Marketing
  • Digital Marketing
  • Syndicated Research
  • Agency Management
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