Dirección
forma de trabajoFocus, Scope, & Impact:
The digital era is defined by changing consumer behaviors driven by tech advances. Consumers enjoy real-time interaction and total connectivity powered by contextual intelligence. This new reality is what pushes the Coca-Cola Company to “shift from TV to digital”, to expand the consumer engagement model beyond the 5 minutes per day they're watching an influencer's video or drinking a beverage. Owned digital experiences and products play a critical role in building 1:1 consumer engagement across the entire consumer journey and life cycle, empowered by rich 1P behavioral data.
The role has a latam scope, orchestrating the end-to-end owned digital experiences and products delivery (from strategy, product and process design, to capability rollout and scaled operation), in collaboration with Brand Categories, IMX Media and AIP, Performance Marketing, O2O, internal and external technology build and scaled operation resources (Platform Services, StudioX, Data and Analytics).
KEY SUCCESS PARAMETERS
Experience
Minimum of 6 – 8 years of digital work experience. Needs to have experience working in cross functional teams and geographies. Passion for consumer-centered digital communication and a desire to advocate for the best consumer experience. Creative and innovative mindset, with a passion for storytelling and brand building. Strategic thinking with the ability to align social and emerging platform efforts with broader business objectives. Needs to have agile and entrepreneurship mindset.
Work Focus
This role is responsible for driving the development and execution of innovative social and emerging platform strategies that amplify the brand's presence and engage consumers. This role needs to collaborate with cross-functional teams including Marketing Categories, IMX Media, IMX StudioX and other internal or external social media teams, to ensure cohesive and impactful social engagements that resonate with consumers.
Responsibilities:
Develop the overarching unified social strategy aligned with broader brand objectives and marketing strategies, across OESP (Owned, Earned, Shared, Paid Media) and Influencer.
Deeply understand the preferences, behaviors, and needs of target consumers, and translate these insights into experience and content strategies that foster meaningful two-way conversations. Tailor experience and content for different social platforms, optimizing to maximize engagement and resonance across various platforms.
Work closely with various teams to develop contingency plans and risk-mitigation strategies to safeguard the brand's social presence.
Develop a framework for strategic experimentation on emerging platforms, to test engagement strategies and audience response while minimizing risks. Drive innovation and analyze early results to gauge the platform's effectiveness and refine strategies based on performance data.
Explore the integration of latest advancements in social technology that can enhance community engagement and Chatbots, personalization and AI, content creation, data-driven insights and measurement.
Key Knowledge Requirements
Required:
- Social Strategy
- Emerging Platforms
- IMCR
- Digital Operation
- Digital Consumer Acquisition and Activation
Good to have:
- Digital Product Management (Product Owner)
- Agile Scrum Methodology
- Design thinking Methodology
- Consumer Experience
- CRM
Skills:
Videography; Social Media; Creativity; Programmatic (Inactive); Paid Search Marketing; Marketing Campaigns; Marketing Strategies; Project Management; Data Driven; Digital Media; Search Engine Optimization (SEO); Microsoft Office; Communication; Google Analytics; Influence; Problem Solving; Teamwork; Search Engine Marketing (SEM); Digital Signage; Negotiation; Connections Planning; Agency Management
Our Purpose and Growth Culture:
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.
We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class. When we collect your personal information as part of a job application or offer of employment, we do so in accordance with industry standards and best practices and in compliance with applicable privacy laws.
