Provides thought leadership in creative design; take leadership role in ensuring creative strategies and plans reflect brand’s value and core creative idea; builds capability in creative strategy. Individual contributor who contributes to the development of the functional strategy; considered an expert both internally and externally; leads project teams to achieve milestones and objectives; operates with no supervision in a complex environment.
THE GLOBAL CATEGORY TEAM SCOPE
Create vision and strategic direction for the category
Drive innovation by stewarding the brand portfolio and innovation pipeline
Scale regional and local brands within our Growth Portfolio and reapply like never before
In partnership with Operating Units, optimize DME resource allocation, marketing effectiveness and efficiency
Orchestrate engaging campaigns / initiatives for global brands to grow revenues and weekly+ drinkers while reducing DME by ~20%
Co-create with global marketing leadership the future of marketing in TCCC
Accountable for overall engagement and inspiration of the global marketing community
JOINING THE TEAM – WHAT’S IN IT FOR YOU?
Being at the forefront of re-imagining the next-stage of category growth for the company
Continuous learning to support upskilling
Cross cultural/operating unit experience
Owning the narrative – global category / global brands
KEY WORKING PARAMETERS
Focus, Scope, & Impact:
The Sr. Director, Creative Strategy will:
Own creative strategy for Global brands
Work with Strategy and Innovation resources to define brand vision and architecture and translate brand vision into creative guidelines
Develop business briefs for global IMX engagement initiatives
Translate brand vision into creative guidelines
Identify pipeline of key global IMX engagement initiatives for the next 2 years
Own and drive global IMX engagement initiatives for global brands , leveraging networked org (Global IMX and OUs) for development and production (incl. brand creative briefs)
Decide which global IMX engagement initiatives will be produced by Global or specific OUs (and allocate these working with OU’s creative strategists)
Provide guidelines on localization allowed for global IMX campaigns, including innovation
Oversee regional IMX engagement initiatives for global brands (with decision rights on Lead OU/campaign approval)
Work with IMX team to define future engagement opportunities for category
Global category sub-function will comprise [3-9] FTEs reporting into category president, of which Creative Resource will be one
Experience
10+ years of experience in roles related to creative or design, as well as brand strategy
Direct experience with creative and/or design across several brands
Direct experience managing creative processes
Experience collaborating with cross-regional teams and other creative teams
Prior CPG experience preferred
Work Focus
Ability to oversee overall creative strategy
Extremely strong creative thinking capability
Ability to oversee and lead efforts on developing creative vision, writing briefs, building partnerships with other creative entities, and overseeing the execution of creative work.
Ability to work in Agile project-based teams
Deep consumer understanding
Knowledge of:
Creative and design tools
Creative and design processes
Shopper marketing (online and offline)
Assets and partnerships
Business / commercial acumen
Communication Focus
Role will require frequent communication with Global Category President and their direct reports as well as Global CMO, other Global Category teams, other Global and OU Marketing sub-functions, as well as external communications with key agencies, potential partners, etc.
Creative Resource must be comfortable communicating innovative approaches to brand/category development and building buy-in across key internal stakeholders
