Thanks to the Coca-Cola Company
Italy Southern business (90muc sparkling) is the most competitive region in Italy, in which the principal competitor has double their share of the national average, and where continuing competitive pressure has eroded the KO system’s Gross Profit and market share over the last 3 years.
The purpose of the new role is to develop and implement a regional Business Plan that will bring the South to KO national levels of volume, revenue and profit delivery and create a sustained leadership share position. The role will need to define a pricing, packaging, consumer and trade marketing, sales, and Route to Market plan, to gain the necessary resources to implement the plan, and to monitor and adjust performance on an ongoing basis.
Define business performance targets, and be responsible for their delivery. Manage a Business Performance scorecard and lead the System to implement changes to ensure targets are met.
Create a South pack and price architecture to deliver volume, share and profit growth together with the TCCC/CCH national team. Track competitiveness on a monthly basis. Create local Consumer and Shopper marketing programs to drive TCCC brands preference and re-balancing Bottler negative Net Sales revenue trend due to the strong pricing battles in that regions. Lead research to develop strong local consumer, shopper and customer insights. Build a genuine, trust based relationship with Bottler organization (centrally and local level) to lead the Bottler to implement flawlessly. Track execution and highlight corrective actions needed. Drive availability of key brands & packs in appropriate outlet. Ensure that local consumers plans are accurately & robustly developed and fully executed from ATL to BTL and POS, with a clear consistency and in line with our overall Italy/CSE brands strategy. Work with local sales team and trade marketing team to ensure integration and winning Key Account plans + weekly sales and customers visit.
COMMUNICATION COMPLEXITIES:
We need a strong leader with a ‘can do’ mentality, able to lead and influence senior people (CCH and TCCC side) that do not directly report in, in particular:
• CCH Italy senior management + customers
1. CCH Commercial director + 3 Regional sales Directors (Italy South)
2. CCH Trade marketing Managers + 1 regional trade marketing manager
3. Key local and national Customers (including Carrefour, Auchan, WHS, etc.)
• Italy Operation team:
1 Operation directors
2. Senior SSD’s activation manager
3. My coke senior activation manager
4. Business development manager
• CSE/BU marketing
1 My coke Team
2. Flavors team
• Agencies & Partners
3 Local media agencies
4. Local BTL agencies
5. Local marketing assets
ANALYSIS:
Collaborate with internal cross-functional stakeholders & external partners (including ~ Customers, Agencies and marketing Assets partners) to engage & participate in the Development / execution of the new south plan: ATL, Print executions, Out of Home executions, Brand Experience executions, PR executions, Media / Connections Plans + local opportunities, shopper marketing, sales support etc., etc. Due to the fact the position is new, all process are not standardized & requires a high degree of entrepreneurship, innovation capabilities & ability to manage complexities in the development and execution of the plan.
A high level of technical marketing capability and consumer understanding is a must with strong commercial acumen (for revenue growth management) and a contagious optimism
JUDGMENT AND DECISION MAKING
Responsibilities for development judgment, execution decisions, local agency/sales guidance/influences impacting 2012 Italy most important initiative (in particular for the south). Decision-making coupled with collaboration & leadership skills must ultimately define the execution success of the south plan.
INNOVATION
Responsibility for facilitation of implementation, monitoring & evaluating of the entire South plan. This includes local OBPPC understanding and execution.
Desired Skills & Experience
QUALIFICATIONS / COMPENTENCIES / SKILLS
• Excellent Marketing experience – driven in consumer marketing
• Portfolio Brand Experience
• Good Commercial and trade marketing ability/understanding
• Hands on Franchise leadership & management of Cross System CCH bottler relationship
• Management of large budgets
• Developing and leveraging consumer insights
• Building brand and brand equity
• Brand and business health analysis
• Strength in creating consumer and shopper marketing strategies and plans
• Creating brand communications
• Media management
• Creates profitable promotions
• Managing product and package innovation
• Revenue growth management
• Managing agencies
RELATED EXPERIENCE REQUIREMENTS/ QUALIFICATIONS
• 10 years Product/Brand Management experience
• Solid FMCG marketing and trade marketing experience and track record
• Experience in Consumer Marketing, Sales Experience in FMCG area can be a plus
Able to live in Campania/south Italy
+ English fluent
+ English fluent
TRAVEL REQUIREMENTS
Based 50% of time in Naples and 50% of time in Milan + Local Customers and Sales market visit (minimum once a week).
ADDITIONAL INFORMATION
The role will need to act as a ‘mini Country Manager’ for the South and represent the Company to the Bottler in decision making. The person will need to work independently and to define their own work plan as the changing needs on the ground demand, and to lead the Bottler Region Managers to change as needed.
Prior to the purchase of the independent South bottler (SOCIB) by CCH, the bottler and the area was once managed by Coca-Cola Italia through two roles (Grade 12; Grade 10). This was reduced once the area was brought under the national framework of CCH, but we are now realizing the need to have a specific business plan (that borrows elements of the national plan) for the specific consumer and competitive situation in the South
Core Competencies:
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.
Delivers Results: Focuses on the critical few objectives that add the most value and channels own and others' energy to consistently deliver results that meet or exceed expectations.
Imports and Exports Good Ideas: Relentlessly seeks, shares and adopts ideas and best practices in and outside the Company and embraces change introduced by others.
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.
Company Description
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world's most valuable brand, our Company’s portfolio features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system employees. For more information, please visit www.thecoca-colacompany.com or follow us on Twitter at twitter.com/CocaColaCo.
