About the position
Our North America Operating Unit (NAOU) Marketing Teams are responsible for marketing and growing a portfolio of brands – ensuring that each brand connects deeply with local consumers in ways that scale globally. Cultural Marketing is growing in importance to help underpin the brand’s ability to connect with traditionally underrepresented consumers that disproportionately represent our future Growth. We see the landscape of the American population shifting to with larger GDP gains, increased birth rates and a movement of personal identification beyond ethnicity swinging us towards a majority lead by consumers who identify as Hispanic, Black, Asian and LGBTQ+. This role is a critical part of transforming NAOU Marketing towards a new reality where Culture is at the heart of every consumer interaction. Have a passion for culture? Want to help shape our brand plans for 2025? Interested in work that feels very purposeful? Come join this growing team.
Responsibilities
- Development of annual Cultural Marketing toolkits (such as Diwali, Black History Month, Lunar New Year among others), that deliver culturally relevant and authentic programs to the Marketing Function.
- Lead the creation of bespoke Cultural Marketing programs in partnership with NAOU Functions such as Category Teams, EPICS, FLM and our Bottler and National Customer Teams.
- Advise across business briefs on cultural insights and strategies that aid in delivering more impactful communication across GOATS and similar campaign programs.
- Shape the development of Cultural Marketing guidelines and playbooks rooted in insights and data that help tell brands where and how we show up in Culture across NAOU Marketing touch points.
- Bring the voice of the diverse consumer to the category/brand strategies to deliver authentic connections that drive love and transactions.
- Develop an agenda that enable tech adoption of leading edge tools to drive cultural marketing at scale across the marketing organization.
- Manage cultural insights and case studies through development of case studies, internal and external examples to aid in capability building.
Requirements
- 8-10 years of experience in a Marketing strategy, execution or planning role.
- Experience working in and with cross-functional Marketing teams.
- Knowledge (and good relations) with the bottling and franchise community.
- Strong leadership, communication and influencing skills with internal and external partners.
- A champion of diversity and inclusion and a broad understanding of the power and contributions of MC consumers to the business.
- Demonstrated leadership & strategy development/management, including cross-functional; ability to work effectively in an agile, networked environment.
Nice-to-haves
- Agile, AI Concepts, Audience Engagement, Brand Strategy, Creative Strategies, Data Strategies, Design, Design Thinking, Experimentation, Ideas Generator, Influencer Marketing, Omnichannel Interactions, Portfolio Strategies, Revenue Growth Management, Social Media, Sustainability, System Economics, User Experience (UX) Design.
Benefits
- Base pay offered may vary depending on geography, job-related knowledge, skills, and experience.
- A full range of medical, financial, and/or other benefits, dependent on the position, is offered.
- Annual Incentive Reference Value Percentage: 30.
