The GC&K Business Unit is seeking a creative leader to build a legacy of world-class communication. This is not simply about advertising – rather leading the transformation of communication IDEAS that will change the fortunes of the business – build Brand Love, drive product desire & trial, and ensure TCCC is at the leading edge of consumer communications.
The 2020 Vision places significant expectations on the GC&K Business Unit to deliver sustainable growth in volume and operating income.
As a key driver of raising the creative bar, Content & Creative Excellence Director will have a unique opportunity to, in partnership with the IMC teams, step change Content Generation and Creative Excellence across the entire business unit. He / She will work with the system to deliver brilliant results in Core Creative Idea Development and Content Creation with insightful locally relevant strategic ideas and processes. As one of the stewards of nurturing agency relationships, he / she will support IMC and CE leadership to define agency scope of work, creative executions rule of engagement, key deliverables and priorities, track against milestones and manage budgets.
Key Results Areas
5 Steps To Ensure Success
- Manage the creative development process. This will showcase natural talent in fostering and co-creating a clear and inspirational brief, ensuring that the best talent in the agency is engaged in our business and inspired to deliver ground breaking ideas against the brief. The role will require working with in partnership with the inhouse production team to lead every step of the process from idea generation to execution.
- In partnership with brand marketing & connection planning powerfully influence the system. The Content & Creative Excellence Director needs to be engaged with many members of the KO system – brand marketing, customer & commercial leadership, IMC/Connection Planning, & the bottling system. It is very important that the Content & Creative Excellence Director supports new thinking, and shapes the agenda on how communication, and content – the creation, adoption, dissemination and absorption can be leveraged for maximum impact with bottlers, customers, shoppers and consumers.
- Help CE Director to build a Content & Creative Excellence community in the GC&K that is better connected to the Pacific Group CCE team. Many of the communication challenges will be similar given the same portfolio of brands, similarities in the development of the media and the human condition of aspirational Chinese consumers. The key here is better networking the function
- Support CE Director with agency alignment and building powerful agency partnerships
Key Duties / Responsibilities:
Build Content & Creative Excellence Capability by shaping communication strategies and plans for key initiatives across with GC&K
- Creative Brief / Strategy Development: partner with Brand teams and CCE thought leaders and agency partners to define business solutions, develop creative strategy, develop aligned creative briefs
- Core Creative Development & Content Creation: partner with local / group Brand teams and CCE thought leaders, agency partners & research leaders to craft, refine and validate Core Creative Ideas, which will further evolve to become the central creative theme of all integrated marketing communications (content-create). Manage the creative development process.
- Content & Creative Excellence Community Building: Build a community who are committed to building world class strategy & execution through collaboration & co-creation.
- Training & Development: Support the building of a culture of CCE across the BU by developing and implementing on-going creative and integrated execution training across the BU, and regularly communicating learnin & best practices.
Job Requirements / Qualifications:
Core Competency:
Delivers Results: Ensures cross-functional teams deliver value-added solutions that lead to quality results.
Drives Innovative Business Improvements: Develops unique ideas that can be used to improve the organization and influences others’ opinions, convincing them of the value of new ideas and initiatives.
Balances Immediate and Long-Term Priorities: Translates strategic objectives into clear action plans for cross functional teams and makes choices that are focused on increasing Company/System profitability.
Imports and Exports Good Ideas: Builds relationships that result in plans/solutions for the business.
Develops and Inspires Others: Conveys messages clearly and tailored content and delivery style to the audience. 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.
Functional Skills:
Marketing Competencies
Build Brand Value
- Understands the external environment (competitive and market) and identifies new sources of opportunity
- Interrogates data to identify core business levers
- Balances facts with intuition to distill complex opportunities into compelling business cases
- Understands the operational fundamentals of our bottling system
- Leverages financial rigor to prioritize and allocate resources effectively
- Measures financial and equity impact of investments and institutionalizes learnings
- Deploys discipline and process to improve impact and speed to market
Build Brand Love
- Anticipates future trends to engage and delight consumers
- Seeks understanding of fundamental human needs and behaviors
- Pursues innovation and change with a mindset of continuous improvement
- Balances intuition and fact to distill complex thought into action
- Demonstrates judgment to define a compelling core creative idea
- Crafts a vision for what the brand / category / market could be
- Persuades and inspires others (consumers, agency, system, suppliers, rights holders, etc) to create belief
Independent Judgment:
Typically receives assignments in the form of projects and results expected but has freedom to decide on priorities and how to accomplish assignments
Knowledge & Experience:
Min of 6 years relevant working experience in marketing communications at FMCG or agencies
Education & Professional Qualification:
Bachelor’s degree required, MBA desirable.
Language Requirements:
Fluent spoken and written English. Mandarin proficient.
Travel Requirements:
10% within GC&K. Occasional travel outside of GC&K to attend regional and global meetings as required.
At The Coca-Cola Company you can cultivate your career in a challenging and dynamic environment. We are the largest manufacturer and distributor of nonalcoholic drinks in the world-selling more than 1 billion drinks a day. Unlock your full potential with a future-focused company that is known and respected throughout the world.
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Relocation costs are not provided for this job. By applying for this job, candidates understand and acknowledge that the Company will not provide relocation assistance or support and that relocation will be entirely the responsibility of the candidate. Please apply here. |
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