The e2e strategy team is a central piece to every planning element of the marketing plans in latam. This position leads the experience design and implementation strategy for all regional plans, integrating diverse functions within marketing to deliver cohesive strategies that resonate with how consumers interact with and purchase coca-cola products. In other words, the e2e strategy team play an instrumental role in how everything related to marketing comes to life in our consumers lives. The e2e strategy team delivers transformational impact by helping categories recruit faster and more effectively through the design of tailored audiences (winr).
What are we looking for?
The key to ensuring our products remain relevant and resonates deeply with consumers lies in our ability to understand how people feel, live, behave, and consume our products. This position requires a leader who is constantly connected to the markets, the people that drink us, and how they live their lives in an overly complicated and busy world. For us to move away from the status quo and create experiences that stand out and make an impact in a phygital environment.
- the e2e experience design strategy director will drive the thinking on the consumer and shopper experience.
- design marketing plans around the e2e consumer journey and shopper path to drive greater conversion, focusing on experience orchestration and experience consistency.
- connect the brand business and creative strategies with a consumer-centric ecosystem, that will leverage owned, earned, shared & paid touchpoints as well as brand assets.
- connect brand experiences with business objectives to significantly improve winr conversion.
- develop and lead the audience planning approach for the brands, ensuring deeper consumer understanding, precise segmentation, and meaningful experiences.
- work in close collaboration with studio x to ensure the social media cycle (listen-speak-react-amplify) to deliver the right conversation at the right time to the right consumer/shopper.
- design digital platform’s experiences and communications to drive data gathering and increase user engagement.
- build innovative influencer strategies with a particular focus on connecting with younger generations.
- leverage data to generate business insights to accelerate recruitment, and enable effective consumer data activation.
- ability to provide input to brand & creative strategy at category level.
- ability to lead integrated brand experiences for specific categories and multiple touch points that are effective and efficient.
- demonstrate expertise to connect consumer insights to holistic brand experiences.
- deep understanding of the evolved media landscape, e-commerce, retail media, social media, influencers, data, and digital platforms.
- expertise in working with different external partners (i.e.: agencies, media partners, influencers, digital partners).
Related work experience:
- experience in marketing (13+ years).
- preference for individuals with experience in working in consumer and shopper plans.
- experience working with marketing, digital marketing, digital experience, data and media is required.
- experience working in cross-functional and cross-geographical teams.
- experience in leading strategic conversations, negotiations and alignment with senior and key stakeholders.
- fluent english is required; spanish or portuguese - required.
*skills*:
video solutions; social media; idea & experience creation; financial acumen; customer relationship management (crm); paid search marketing; programmatic (inactive); marketing campaigns; collaborative leadership; experimentation; design thinking; marketing strategies; waterfall model; digital media; microsoft office; group problem solving; search engine optimization (seo); communication; google analytics; decision making; digital signage; search engine marketing (sem); negotiation; agency management; connections planning; cross-functional teamwork
annual incentive reference value percentage:30
annual incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.