Marketing Insights Senior Director

The Coca-Cola Company

2mo ago

Job
Full-time
Expert Level
Customer Relations
Marketing
Atlanta

AI generated summary

You need a Master’s degree, 10+ years in marketing insights, expertise in data analysis, human-centered design, storytelling, and strong communication skills to drive customer value and collaboration.
You will leverage marketing insights, drive consumer engagement, develop strategies, execute marketing initiatives, and collaborate with teams to maximize growth and effectiveness.

Requirements

Bachelor’s Degree: Master’s Degree preferred.
Minimum of 10+ years related experience in Marketing Strategy and Insights, Analytics, Customer Management, Advertising Development, Promotion Development, and Digital/IMC
Human-Centered Design Applies human-focused approach and creative thinking to solve complex problems and create new solutions and opportunities for growth.
Data Analysis and Human Insights: Collects, analyzes, and interprets data, to identify patterns, opportunities, and gaps, and integrate across disparate data sources. And to reach conclusions and/or presents insights and findings
Story telling: Prepares, crafts, and delivers a memorable narrative to engage audiences
System Leadership and Alignment: Develops explicit plans to ensure profitability at scale by prioritizing shared value and aligned interests with System partners
Agile: Demonstrates a mindset and a way of working that empowers us to collaborate with our users to deliver valuable working solutions through iterating and responding to change.
Customer Value Creation: Partners with customers to drive short and long-term value growth from our brands, packages, and demand creation. Ability to navigate complex and senior level customer relationships
Communication Skills: Ability to communicate complex information and implications both verbally (in interactions with senior customer leaders) and in written presentations, utilizing "storytelling techniques" to communicate a clear, compelling, and cohesive story.
Ways of Working: Collaborates as a network to solve meaningful problems

Responsibilities

Unleash the full potential and power of marketing insights and analysis (e.g. post program analysis and return on marketing investment) to gain learnings in order to deliver effective marketing strategies, best in class marketing execution and ensure impactful marketing solutions to drive beverage incidence.
Create, communicate, deliver, test, measure, and automate marketing to more effectively target and drive consumer engagement through consumer driven insights.
Drive execution and actionable strategies from consumer insights and bring the consumer perspective to making decisions that shape marketing initiatives by leveraging existing proprietary and syndicated data and tools (e.g., NPD/CREST, Technomic, Kantar, DINE, CBL, etc.)
Partner with Strategy, Insights and Innovation lead to leverage all available research. As needed, lead creation and execution of custom research driven by strategic customer needs following the investigation of existing proprietary and syndicated data (e.g. marketing and merchandising effectiveness)
Lead development, sell-in, and execution of strategic marketing initiatives, aligned with customer marketing strategy, inclusive of leadership of beverage integration, execution to maximize customer and system value
Lead value-based relationships between Coca-Cola and customer's Marketing organization and agencies via resource identification / alignment, customer management and communication routines
Develop and execute retail "go-to-market" strategies using market knowledge (e.g., industry, competitive set, Company needs) in order to maximize short and long-term growth.
Develop and communicate written briefs for use by agencies or suppliers to direct work activities to generate concepts for effective execution
Partner with the enterprise and work across NAOU and Global Marketing resources (including Human Insights, FSOP, Channel, Brand, etc.) to bring in best practices, tools, and learnings
Serve as marketing generalist, stewarding consumer insights, industry trends, innovation, digital and social, consumer initiatives and media leadership with organization

FAQs

Do we support remote work?

Yes, we operate in a hybrid format, requiring employees to be onsite three days a week from Tuesday to Thursday.

What qualifications are necessary for this position?

A Bachelor’s Degree is required, with a Master’s Degree preferred.

How many years of experience are required for this role?

A minimum of 10+ years of related experience in Marketing Strategy and Insights, Analytics, Customer Management, Advertising Development, Promotion Development, and Digital/IMC is required.

What is the estimated travel requirement for this position?

The estimated travel requirement is approximately 25%.

What are some key responsibilities of the Marketing Insights Senior Director?

Key responsibilities include leading marketing insights and analysis, driving actionable strategies from consumer insights, developing strategic marketing initiatives, and collaborating with various partners within the enterprise.

What are important skills for this job?

Important skills include Marketing Strategies, Human Insights, Data Analysis, Design Thinking, Storytelling, Customer Management, and Influencing.

What is the salary range for this position?

The pay range for this position is $189,000 - $217,000.

Is an annual incentive offered for this role?

Yes, there is an annual incentive reference value percentage of 30.

What kind of approach is expected in this role regarding consumer insights?

A human-centered design approach is expected, applying creative thinking to solve complex problems and create new opportunities for growth.

What tools may be used for data analysis in this role?

Tools such as NPD/CREST, Technomic, Kantar, DINE, and CBL may be used for data analysis and insights generation.

The Coca-Cola Company

Retail & Consumer Goods

Industry

10,001+

Employees

1892

Founded Year

Mission & Purpose

The Coca-Cola Company is a global beverage corporation that offers over 500 brands in more than 200 countries and territories, including well-known products such as Coca-Cola, Dasani, Fanta, and Sprite. Their ultimate mission is to refresh the world and inspire moments of optimism and happiness through their beverages. The company's purpose is to continually transform their portfolio by reducing sugar in their drinks, introducing innovative products, and minimising their environmental impact through initiatives like water replenishment and recycling. With their bottling partners, they employ over 700,000 people, contributing to economic opportunities in communities worldwide.