Coca-Cola Company: Franchise Marketing Manager
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Coca-Cola Company: Franchise Marketing Manager

The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands.

They are recruiting to fill the position below:



Job Title: Franchise Marketing Manager
Job ID: R-03091
Location: Lagos
Job Type: Full time
Function Specific Activities

  • The Senior Franchise Marketing Manager – Nigeria is responsible for leading the development of over-arching business & marketing strategies affecting the total portfolio within Nigeria; ultimately delivering positive Volume, NSR, PBT & Brand Love growth.
  • The Company’s effort in building a strong consumer insight driven business growth model across all of the NARTD Beverage categories, coupled with development of scalable programs & tools for implementation by our Bottling partner – NBC is critical to our short and long-term business success.
  • This person will be a key contributor in shaping the relationship and strategic plan development with this partner.
  • The key purpose of this role is the development of market-based strategies & tactics collaboratively with the WABU Marketing leaders, Nigeria Franchise Leadership Team, and Nigeria Bottling Company to ensure we implement strong plans for consumer-driven business growth.
  • They will also have ownership of key Business Unit initiatives and programs required by the WABU Business Plan, to achieve long-term growth objectives.


Nigeria Marketing Plan Development & Implementation – 50%:

  • Leads Annual Franchise Marketing & Commercial Business Planning – providing “end-2-end” business solutions that deliver “through the line” messaging to consumers/shoppers coupled with strong affordability & availability thought-leadership to deliver BP objectives across all categories and brands. (NSR growth/ Transactions growth/ Value Share / BLS)
  • Develop the corresponding prioritized investment strategy deciding the allocation, post aligning all key stakeholders, and own overall management of DME for Nigeria. In addition, provide proactive / alternative marketing & commercial plans, budget management and contingency planning to deliver positive ROI and competitive disruption; thus requiring in-depth market understanding & agility.

People Management & Organizational Development – 30%:

  • Provide Coaching & Development of Direct Reports (MM/SBM/BM/JBM/ABM) in achieving overall business objectives – National & Regional, while ensuring Associate Development continues on-track for capability development and career progression
  • Leads a BU Marketing Leadership Team Project – typically includes leading a training capability project or offsite within the BU to tackle a significant marketing organization challenge.

Long-Term Market Strategy & Planning – 20%:

  • Develops & Provides Thought Leadership On Portfolio Strategy – based on WABU/Nigeria Portfolio Strategy and Growth Plan – to develop Innovation & RGM Pipeline (Product, Pack, Equipment) to achieve long-term growth.
  • Co-Lead with Franchise Performance & Planning Manager – key long-term strategic recommendations to the General Manager & WABU Marketing Director on How The Business Should/Will Grow.

Organization Impact/ Influence

  • Nigeria General Manager – business manager
  • WABU Marketing Director – functional manager
  • Franchise Customer & Commercial Leader – key functional partner
  • Franchise Marketing team – direct reports
  • Nigeria Bottling Company Managing Director – bottler business leader
  • Nigeria Bottling Company Marketing Lead – bottler functional leader
  • (2) Regional Franchise Leaders: North & South – key functional partners


  • Nigeria Bottling Company Sales Lead – bottler functional leader
  • Coca-Cola Hellenic Group Marketing Lead – bottler functional leader
  • Other WABU Marketing Leadership Team members – Commercialization, Capability, Finance
  • Other Nigeria Franchise Leadership Team members – Technical, Finance, Legal

Purpose of Interactions

  • Development & Implement of Key Programs; ensuring multi-disciplinary approach & cross-functional/bottler alignment and leadership to activities.
  • Persuasive “selling” to ensure Strategies & Programs are not only aligned in principle – but aligned in meaning and interpretation; resulting in total System clarity on path forward.

Supervisory Responsibilities:

  • Overall department of 5-8 marketing associates of various grades; including full hiring, work assignments, performance review, career & development responsibilities.

Related Job Requirements/ Qualifications

  • Minimum Years of Experience:  12-15 years within TCCC or Other Global FMCG company with a significant brand consumer/product roles.
  • In depth understanding, knowledge and practical experience in consumer marketing and ideally sales/operations management.
  • Demonstrated people management both direct and in-direct over numerous years.

Educational Requirements:

  • Minimum:  Bachelor’s Degree Preferred:  Master’s Degree – preferably MBA or Masters of Marketing

Cultural Diversity:

  • Ability to collaborate in an International / Global cultural context is critical considering the diversity of the Business Unit.


  • Develop thought leadership, market / program strategy and executional leadership for the Franchise/Bottlers; developing new approaches to encompass local needs/problems.
  • Demonstrated ability to perform and evaluate quantitative analysis (financial, consumer insights, sales tracking) and convert findings to clear business actions with supporting rationale.

Judgement and Decision Making:

  • Local Programs & Initiatives – with recommendations provided at key gate reviews with General Manager & BUMD
  • Approver of All Marketing Materials within Standards (Brand, Formula, Assets, Financial etc.)

Leadership Behaviors:

  • Drive Innovation: Generate new or unique solutions and embrace new ideas that help sustain our business(encompassing everything from continuous improvement to new product and package innovation).
  • Inspire Others: Inspire people to deliver our mission and 2020 Vision, demonstrate passion for the business and give people a reason to believe anything is possible.

Working Conditions

  • None

Travel Requirements:

  • 25% within Nigeria and to occasional training/off-sites in:  Nairobi, Atlanta, Johannesburg


To apply click here


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