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Brand/Shopper Activation Manager

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Brand Activation is the seamless integration of all available communication touchpoint and elements within a creative
platform in order to bring brands to life for shoppers and consumers. Activation means stimulating interest, trial and
loyalty.

Competencies:
 Builds brand love via phenomenal marketing program development and execution
 Delivers results
 Influences the company's “System”: commercialization partners, bottlers, customers, agencies, and cross functional
marketing teams and agencies
 Drives innovative business improvements and pushes the envelope on marketing programs
 Builds value-based relationships

Job Responsibilities:
 Oversee development of full marketing programs and provide thought leadership around connecting each
communication touchpoint and marketing mix element, while delivering on time best-in- class execution
 Implement brand consumer programs: Shopper and customer marketing, local activations, and channel-specific
toolkits
 Within marketing program management, serve as the cross-functional point-person across marketing, commercial,
customer teams, and creative design. Manage connection between IMC (Integrated Marketing Content), agencies,
and retail/customer teams, ensuring that all touch points cross-functionally link back to the brand objectives
 Leads execution of program according to budget and timelines
Marketing Program & Process Management:
 Works with cross-functional team and prioritize initiatives based on brand goals and facilitates collaboration and
communication across all stakeholders.
 Manage relationships and maximize expertise and activities of agency partners
 Provide thought leadership on activation and brings in marketplace trends and best practices; importing and
exporting good ideas for brand programs from both inside the Coca-Cola company and best-in- class programs from outside brands and categories
 Manage budget details, POs, and budget reconciliation for brand programs
 Partner with commercial and customer leads to measure and analyze ROI of marketing programs and recommends
improvements Brand Stewardship
 Manage of all aspects of brand programs and ensure communication among all relevant cross-functional teams
and system stakeholders. Provide guidance on creative and tactical execution. Review marketing elements to ensure the voice and visual identity of the brand are in compliance. Ensure all marketing communications are on-strategy and consistent.
 Manage promotional materials by coordinating requirements with IMC Group; Commercial, Channel and other
cross functional leads and verifying proper execution and handoff of materials.
 Support budget needs by comparing and analyzing actual estimates and costs associated with brand programs and
reporting updates to Brand team
 Lead special events and promotions, leads tasks associated with events such as coordinating logistics and
execution to support brand programs
 Prepare marketing reports and presentations by collecting, reviewing, and summarizing program needs and details
Specific Brand Projects & Areas of Support Needed:
 Shopper/customer marketing program activation lead. Full program development including: briefing, concepting,
agency management and direction, budgeting, and production of all tactical elements
 Development of turnkey, “off the shelf” toolkits – for example, development of a bundle program with a national
CPG partner
 Management of marketing initiatives for Foodservice / On Premise (lodging, travel, college & university, cinema,
workplace, etc) consumer and customer programs, from development of selling kits and tools to in-outlet
activation tools (racks, point of sale, offers, consumer programs, etc.)
 Local depth marketing for strategic markets – LA, NYC, Miami
 Develop and implement a strategy to gain traction in Natural Channel (Whole Foods, Sprouts, etc. ) – selling tools /
incentives, marketing programs
 Develop a new end-to- end process improvement for budget planning and ongoing management
 Manage development, budgeting, and execution of merchandising tools like racks, shippers, coolers, ice buckets,
coaster, merchandising materials
 Manage development of brand premiums – shirts, bags, gifts, goodies
 Miscellaneous:
o Lead activation for customer-specific programs: Kroger, Target, Walgreens, CVS, other major national
retail customers
o Develop tools and actions for college ambassador program
o Partner with local team on developing incentive programs, sales materials, premiums/gifts, rallies, etc.
o Help ID local events to activate which are on strategy for the brand
o Presentation development for customer meetings and selling stories
o Regular assessment of competitive landscape from both marketing and retail lens

Minimum Requirements:
 BA/BS in Communications or Marketing
 5 or more years of marketing experience, preferably in shopper marketing, customer marketing, media or
advertising
 Superior communication, writing and editing skills
 Strong creative eye and understanding of luxury, upscale premium, or lifestyle brands
 Highly organized with excellent project management skills and attention to detail
 Ability to multi-task, be detailed oriented while meeting tight deadlines under pressure
 Motivated self-starter, able to work independently and follow process with minimal supervision
 Positive attitude, solid work ethic, tenacious follow through
 Ability to take direction and apply own creative skills and talent toward successful execution of assigned work
 Accurate proofreader, capable writer, creative writing skills a plus
 Ability to work in fast-paced environment
 Interest in consumer goods industry
 Experience with experiential and promotional events and marketing campaigns a plus

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