Manager, Shopper Marketing

What does a Shopper Marketing Manager do at Swire Coca-Cola?
The Shopper Marketing Manager utilizesdata insights and market trends to create compelling shopper experiences and drive targeted business growth for Swire Coca-Cola and our partner retailers. Collaborates with customers and sales teams to identify mutual growth opportunities that leverage the Coca-Cola portfolio of brands and helps to create joint strategies and tactics that delivers volume, revenue, profit, category and share growth goals with a focus on driving trip conversion, buyer conversion, trial, loyalty, and basket size.

Responsibilities:

• Apply shopper insights along the path to purchase to drive targeted business growth metrics for retailers and Swire Coca-Cola by creating compelling shopper experiences for key consumption occasions.
• Collaborate with customers and sales teams to identify growth opportunities and create joint strategies and tactics that result in a Joint Business Plan (JBP) to deliver volume, revenue, profit, category and share growth goals.
• Build customer-specific marketing plans that reflect insights-integrated programming that engages consumers with the Coca-Cola portfolio of brands to drive share, trip conversion, trial, loyalty and basket size.
• Project management of marketing program conception through to point of sale, retail execution and customer fulfillment including brief and sales tool development as well as internal and external agency management for assigned customers.
• Responsible for insights driven governance and guidelines at the customer (retailer) level, to collaboratively create and execute custom shopper marketing solutions that contribute to Swire becoming our customers most valued supplier and business partner.
• Collaboration with cross functional partners, including but not limited to business insights, category, PRGM, sales, brands, Commercial, media, NRS and DIO to develop the foundational understanding of shopper behavior, attitudes and trends and how they apply to marketing plans.
• Prepare marketing materials for internal routines and cadences that communicate retailer-specific strategic programming to the company beginning with senior leadership and ending with the front line.
• Responsible for insights driven governance and guidelines at the customer (retailer) level, to collaboratively create and execute custom shopper marketing solutions that contribute to Swire becoming our customers most valued supplier and business partner.
• Responsible for managing budgets and post analysis of key performance indicators to demonstrate return on investment for executed shopper marketing programs.
• Provide marketing materials for customer meetings related to customer marketing and promotions as needed. Including but not limited to business reviews and collaborative business planning meetings.
• Seek out innovative merchandising techniques through research, insights or field input and collaborate with Commercial to provide best in class execution.
• Collaboratively build promotional ROIs to ensure profitability and conduct post analysis measuring the success levels of promotional activity to build knowledge, understand transferable learnings and improve performance.
• Performs other duties as assigned.

Requirements:

• Bachelor's Degree (or equivalent) in Business, Marketing or related field required
• 4+ years marketing or Commercial experience required and
• Marketing or Commercial experience within consumer goods/beverage industry preferred
• PowerPoint, Margin Minder UXT, Microsoft Outlook, Excel, DOMO, MS Teams
• Experience in the development of marketing and commercial programs
• Brand positioning: Knowledge of specific brands and brand architecture
• Brand Strategy Application: Knowledge of strategic alignment between local/global properties and brand strategy
• Creative Concept Evaluation: ability to evaluate creative concepts and executions based on creative, strategic alignment and shopper impact
• Retail strategy: Knowledge of an ability to use strategic thinking skills and to integrate brand and shopper strategies into the core creative idea
• Agency Management: Knowledge of methods or techniques used and ability to inspire agency performance
• Knowledge of the creative brief development process
• Knowledge of consumer purchasing behavior to develop effective programs
• Ability to listen to various points of input and sell a vision of work through knowledge of brand and creative strategy
• Budget management and responsibility
• Proven ability to collaborate with system, customers and other stakeholders
• Delivers results, creating value for our brands, our system, our customers and key stakeholders
• Understanding of promotional activities, product lines and competitive positioning
• Understands the upstream and downstream implications of their work. Tracks and shares external trends, best practices or ideas.

Swire Coca-Cola is an equal employment opportunity and affirmative action employer that participates in the E-Verify program as required by law. All qualified applicants will receive consideration for employment without regard race, color, religion, sex, sexual orientation, gender identity, national origin, disability, Veteran status or other legally protected characteristics. Swire Coca-Cola does not sponsor applicants for work visas.