The Coca-Cola Company is transforming its approach and capabilities within the media discipline. To respond to the rapidly changing media marketplace we need to expand beyond managing DME with a distribution mindset only to multi-platform design experience and execution driven by data. Therefore, the need to reprioritize and align our media from pure Owned Earned Shared Paid (OESP) principles to center on an audience first approach, while delivering marketing effectiveness and efficiency.
The role has a global scope with a focused on providing services to the charter, IMX, Performance Marketing, Human Insights, StudioX and Global Hub teams. It will work closely with the Digital, E2E and Platform services team (Martech, Data and Analytics) to develop scaled, competitively advantaged and distinctive capability in media operations and reporting. To define how to connect the right precision planning Audiences to evaluating their success across the digital ecosystem to ultimately deliver human-centric experiences that drive weekly +
The role will ensure we are leveraging the right tools with the right data & ad tech (combined with next-generation measurement). This role will not be limited to reporting governance only and will work closely with the StudioX team who will lead on execution.
This role will play a crucial part in driving digital marketing transformation across the marketing value chain globally for the company.
KEY SUCCESS PARAMETERS
Experience
- Significant experience (7 years+) in media analytics and reporting
- Experience includes audience-level data attribution/analytics.
- Experience driving global consistency and reporting on Audience performance omnichannel.
- Has strong examples of where they have built bespoke reporting frameworks at an Audience level.
- Deep understanding of the consumer trends and with business acumen, grounding analytics with a human-centricity lens and business application.
- Rich understanding of diversity of performance / tracking data available across owned, earned, shared, and paid touchpoints, sales/consumption, and brand as an input for analytics.
- Comfortable articulating learnings acorss markets that feed into actionable enhancements to drive future Audience planning and targeting.
- Experience beyond traditional media and metrics, covering non-typically measured marketing activities and touchpoints.
- Experience partnering with key digital/ad tech platforms to innovate/tailor solutions for the needs of the business.
- Experience in facilitating sessions or working directly with brand /connections / media strategy & planning, know how to story tell, making the complex simple and unlocking marketing effectiveness and growth opportunities.
- Prior experience working in either global teams or in multiple geographies, and/or strong experience collaborating with cross-functional/cross-regional teams.
Work Focus
- Owning the insight on Audience performance, feeding back to the planning and strategy process enhancing the planning cycle and audience evolution.
- Develop the audience measurement framework and monitor audience performance and business impact of audience activation.
- Govern the audience tagging taxonomy and guide the tagging and tracking of audiences in campaign activation across channels.
- Analyse the performance of audiences across channels, campaigns and markets and share insights to inform Audience planning.
- Evaluate the gaps and barriers in the current reporting set up and develop a recommendation to build out omnichannel audience led reporting infrastructure.
- Leverage deep expertise in OESP media metrics and analytics to drive the integrated media analytics transformation journey, ensuring this is realized as a competitive advantage for TCCC
- Improve the reporting loop to drive enhanced precision on high-value audiences, investment allocations and OKRs.
- Scoping work with Platform Services Data, Analytics and agency partners for the delivery of attribution of performance across every touchpoint.
- ROI of paid media on both effectiveness and efficiency linking back to Audience performance
- Build on existing fundamental tools to develop and deploy creative solutions to business needs through partnership with Platform Services and agency partners.
- Drive thought-leadership, ensuring to contribute to media & IMX networks’ overall understanding of integrated media analytics and ability to critically understand analytics deliverables.
- Partner with relevant teams in execution of frameworks and projects to deliver outcomes. Ability to work in flat, agile project-based teams.
- Facilitate sessions with internal stakeholders & external partners on leveraging project outcomes and codified learnings into principles for stronger future end-to-end experiences that drive growth more effectively.
- Be a thought leader, leaning into wider solutions (including AI/ML-driven) and keeping up to date with analytics techniques & tools as the industry develops. Contribute to media & IMX networks’ overall understanding of integrated media analytics.
Communication Focus
- Role will require frequent communication with Global Category Leads, Global IMX Lead, other Global Marketing sub-functions, OU IMX/Media Leads and communities
- Must be comfortable communicating cutting edge approaches to Media and Connections and building buy-in across key internal and external stakeholders
Skills:
Social Media; Video Solutions; Financial Acumen; Customer Relationship Management (CRM); Paid Search Marketing; Marketing Campaigns; Programmatic (Inactive); Negotiations; Collaborative Leadership; Marketing Strategies; Project Management; Influencing Decisions; Digital Media; Microsoft Office; Search Engine Optimization (SEO); Communication; Digital Display; Google Analytics; Analytical Problem Solver (Inactive); Search Engine Marketing (SEM); Cross-Functional Teams; Agency Management; Connections Planning
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We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.
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