Brand Manager, Fanta

About the Role

Key Responsibilities

• Use knowledge of syndicated sources (e.g., AC Nielsen, Numerator, Luminate, 5840, CCT+, Home Scan) to analyze consumer and volume trends and identify opportunities to increase volume and brand equity.
• Leverage analytics to turn data into clear stories and insights that lead to actionable strategies, focusing on the 'What/Why, So what, now what' approach.
• Apply basic marketing concepts such as brand positioning, brand architecture, SWOT analysis, competitive assessment, marketing objectives/strategies, and consumer segmentation in developing marketing plans.
• Build compelling stories using analytics and insights to influence the system and drive brand action.
• Collaborate with the Operating Unit category team to develop mid-term (2-3 years) growth strategies and annual local brand plans, considering local brand positioning and insights.
• Partner with other brand managers and Operating Unit category teams to identify commonalities and develop shared plans and executions.
• Manage brand and project performance through data analysis, converting KPIs into insights and actions that add value.
• Manage program budgets and timelines to ensure flawless execution and timely achievement of system milestones.
• Lead and commercialize innovation projects by partnering across the NAOU and system to launch new initiatives.
• Ensure optimal implementation and amplification of brand programs with consumers and shoppers, in collaboration with bottling partners.
• Leverage internal and external partnerships to impact market share and optimize efficiency.
• Execute financial and operational routines with partners to maintain system health.

Requirements

• Bachelor's Degree in Marketing, Communication, Strategic Management, and/or Business.
• 3+ years of relevant work experience in brand management.
• Experience with Nielsen, IRI, Numerator, Bases, and other quantitative research tools, with a passion for understanding consumer behavior.
• Knowledge of procedures and media used to drive increased volume and brand equity.
• Ability to apply basic marketing concepts such as brand positioning, SWOT analysis, and consumer segmentation.
• Ability to manage and inspire agency performance.
• Strong analytical skills to translate data into clear stories and actionable insights.
• Experience in developing consumer-based actions to maximize profitability and volume.
• Knowledge of creative brief development and evaluation of creative concepts.
• Ability to utilize syndicated, custom, and secondary research for developing brand plans and marketing tactics.
• Experience in strategic marketing, business development, and understanding of business operations.
• Experience with operations, financial processes, project management, and presenting to senior management.
• Experience working in cross-functional and international environments is preferred.
• In-depth understanding of customer and/or customer marketing.

Nice to Have

• Experience working in a cross-functional and international environment.
• Knowledge of media planning, social media strategies, and digital media.

Qualifications

• Bachelor's Degree in Marketing, Communication, Strategic Management, and/or Business.

Benefits & Perks

• A full range of medical, financial, and other benefits depending on the position.
• Annual Incentive Reference Value Percentage: 15%, indicating performance at target.
• Competitive base pay ranging from $99,400 to $129,000, depending on geography, skills, and experience.