Shopper Planning & Strategy Manager

Job ID: Title: Shopper Planning & Strategy Manager




Company:
The Coca-Cola Company



Location:
GA - Atlanta



Specific Location:
Atlanta-AOC



Job Type:
Full Time



Relocation Provided:
No



Travel Required:
25%



Shift:
N/A



Job Description:


Function Specific Activities:

Analyze various retail markets around the world in order to gain a
better understanding of consumer buying patterns, trend/design
direction, competitive sets and fashion influences in order to develop
licensed and specialty merchandise businesses.


Identify and execute licensed merchandise solutions that align with
Division goals in order to develop a competitive advantage, drive
volume, build brand equity and meet overall key customer account
objectives.


Develop and communicate empirically-based principles/guidelines for
effective retail merchandising and marketing spending (e.g.,
advertising and consumer promotion) by leveraging and communicating
internal analyses.


Increase successful merchandise product launches by investigating new
and emerging technologies across multiple industries in order to
determine potential application with merchandise product development.


Create and develop sets of non-traditional marketing programs and
tools around the areas of packaging innovation, equipment innovation,
retail environments, brand set optimization and venues/events marketing
in order to bring The Company's brands to life with consumers and
enhance brand equity and attributes.


Identify the need for custom marketing research (e.g., consumer,
customer or channel) by working with Business Team/Unit Marketing and
Sales and using relevant information (e.g., results of Situation
Assessment, ongoing business analyses) in order to address business
problem or issue.


Assess attractive consumer opportunities (global or local) that are
currently untapped by The Company by leveraging consumer research in
order to identify new volume and profit growth areas (e.g., new
beverage sub-categories, new packaging opportunities, new merchandise
categories, new channels of distribution to sell licensed merchandise).


Support sales planning/customer marketing's development of pricing,
merchandising and shelving strategies by utilizing tools (e.g., Nielsen
trade promotion analysis, marketing mix modeling, Spaceman and customer
planning tools) in order to ensure alignment with marketing objectives
and financial goals for the portfolio and brand.


Identify new product (e.g., packaging, equipment, merchandise,
sourcing, etc.) approaches by conducting competitive SWOT analyses
(Strengths, Weaknesses, Opportunities, Threats) in order to create a
proprietary advantage for The Company in tapping new growth areas.


Develop and execute merchandise "go-to-market" strategies using market
knowledge (e.g., industry, competitive set, Company needs) and region/
account plans in order to maximize short and long-term growth as well
as channel penetration.

Education:Bachelor's Degree
Related Work Experience:At least 7 years
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.

Technical Skills:

Retail Industry: Knowledge of the retail industry (e.g., retailers,
competitors, trends, visual merchandising, general business
environment) related to multiple channels of distribution (e.g., mass,
supermarket, convenience and petroleum, category chains, gifts and
specialty).


Retail Operating Principles: Knowledge of and ability to interpret
basic retail operating principles.


Advanced Analytic Techniques: Knowledge of advanced quantitative
analytic techniques and protocols (e.g., Marketing Mix models, Price
Elasticities, Simulations, SKU Optimization, Forecasting, Hendry) used
to build necessary business models.


Customer Focus: Making customers (external and internal) and their
needs a primary focus of one's actions; developing and sustaining
productive customer relationships; creating and executing plans and
solutions in collaboration with the customer.


Project Management: Ability to manage projects to ensure successful
delivery (on time, within budget, meeting agreed upon success criteria)
to establish clear goals and accountabilities. Also includes the
ability to develop project plans, allocate resources, identify
potential issues/risks and develop contingency plans.


Trend Analysis: Knowledge of and ability to gather, interpret and
apply multiple consumer/industry insights and trends used in the
development of marketing strategies and programs.


Data Analysis/Interpretation: Ability to convert general data and
findings into applied, specific information and suggestions that add
value to business planning.






If relocation costs are not provided for this job, by submitting their profile and resume, candidates understand and acknowledge that The Coca-Cola Company will not provide relocation assistance or support and that relocation will be entirely the responsibility of the candidate.