Senior Director, Media Consumer And Shopper - North Zone

Primary Location:
Primary location will be Mexico.

What we expect from you:

• The Consumer and Shopper Media leader will:

  • Lead the development of connections plans across brands/campaigns, recommending allocation of activation DME to different consumer / shopper touchpoints.

  • Step-change the way we think (and act) about connections and media by bringing more science to the planningand execution phases (e.g. ROI, data, …), shifting from a “Consumer x Shopper centric” approach to a “people centric” (onmi) approach.

  • Ensure we have the most effective and efficient media plans for our brands, out-performing versus competitors in all brand program KPIs.

  • Coordinate media buying with Mkt PS (procurement), making sure TCCC (The Coca Cola Company( is performing an efficient buying and receiving maximum value out of the negotiations.

  • Lead and develop the audience planning capabilities inside the company and Studio X.

  • Control media investment (real vs planned), approving the Agency buying orders, shifts and invoices and recommending corrective actions when necessary.  Preparing budget evolution information (real vs. planned investment) and revising and approving the media buying POs sent Agency and Media.

  • Support all the auditing processes with media-related questions.

  • Recommend the ideal DMI split by brand and channel to all of our portfolio of brands.

  • Constantly checking and reporting to current status of our brand presence in the various channels: Copy Rotation, Child Policy, productivity, among others.

  • Partner with Studio X  to track and evolve the existing media and digital measurement discipline, ensuring maximum utilization of existing protocols and tools, and leveraging learnings for each of Mexico  within the OU.

  • Work in partnership with FL and bottlers to ensure that we are capturing the right opportunities in Mexico.

  • Lead the development media Ecoom platforms for all  of our brands (calendar and media), connecting with PS for the social listening pillar, and with creative strategy and other IMX functions for local content development.

  • Ensure that we have one presence, one voice and one calendar for our brands in all the various social media channels, that are connected to global strategies and guidelines as well as relevant to the OU.

  • Work in close collaboration with Studio X to ensure the social media cycle (listen-speak-react-amplify) is being followed to enriched to deliver the right conversation at the right time to the right consumer/shopper.

  • Establish a routine with the crisis management team in order to solve potential issues in social media in a timely manner.

  • Lift and shift best practices from other OUs (Operating Unit) and global teams in how to establish an effective and efficient media social media plans. Implement a single way-of-approaching media and social withing the OU.

  • Leverage all the potential synergies in the media planning and negotiation withing the OU (Operating Unit).

• The Consumer and Shopper Media leader is a knowledgeable and thought leader in the areas of Media Beliefs, Media Productivity and Social media activation. He/she will be the main contact point with all the media and social media vehicles and platforms withing the OU.

• He/she is a key player in the IMX (Integrated Marketing Experience) team, understanding the consumer/shopper and the competitive landscape and defining strategies and tactics to better connect with each brand’s audience.

Qualification & Requirements 

Experience

• Significant marketing, media, and leadership experience (14+ years)

• Direct experience with media strategy, planning and negotiation, as well as social media channels

• Preference for individuals that have worked in agencies and/or media vehicles in the past

• Experience working with marketing in the field is preferred

• Experience working in cross-functional and cross-geographical teams is preferred

• Developing and ensuring implementation of multiple activities needed to reach targets

• Leading strategic conversations, negotiations and alignment with senior and key stakeholders

Work Focus

• Ability to provide input to brand & creative strategy at OU level, and IMX strategies at global level

• Deep understanding of the evolved media landscape

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

• High ability to control big media budgets at an OU level

• Ability to work in Agile cross-functional teams

• Ability to lead and develop a diverse, multi-geography team

Communication Focus

• Role will require frequent communication with OU Mkt lead, OU IMX lead, OU Category teams, Franchise Marketing lead and teams, bottlers (local MKT teams) and counterparts in other OUs.

• Role will also interact frequently with external parties, particularly agencies and media companies.

• Spanish high proficiency mandatory. English high proficiency required.

Broad expertise in

• Media, Development & negotiation

• Brand strategy

• Digital marketing

• Agile ways of working

• Consumer and shopper engagement

• Team management & leadership

• Social media MGMT.&  development

What you will find working here:

Driven by Purpose: A purpose-centric approach that empowers our people to protect or people, the environment and the communities we serve, while providing safe, quality products.

Iconic and Innovative Brands: Our portfolio represents over 250 products featuring some of the world's most popular brands including Coca-Cola, Sprite, Fanta, Powerade and more!

Global Connections: Allows you to develop, enhance and maintain global connections that allow us to act faster and learn from people all over the world

Belonging to a Community: We are an organization that believes in our ability to continually grow and build the right atmosphere where people feel safe and empowered, allowing everyone to bring their best to work.

Skills

Data Driven