Director, Cultural Marketing

Our North America Operating Unit (NAOU) Marketing Teams are responsible for marketing and growing a portfolio of brands - ensuring that each brand connects deeply with local consumers in ways that scale globally. Cultural Marketing is growing in importance to help underpin the brand's ability to connect with traditionally underrepresented consumers that disproportionately represent our future Growth. We see the landscape of the American population shifting to with larger GDP gains, increased birth rates and a movement of personal identification beyond ethnicity swinging us towards a majority lead by consumers who identify as Hispanic, Black, Asian and LGBTQ+. This role is a critical part of transforming NAOU Marketing towards a new reality where Culture is at the heart of every consumer interaction. Have a passion for culture? Want to help shape our brand plans for 2025? Interested in work that feels very purposeful? Come join this growing team.

Focus, Scope, & Impact:

• Development of annual Cultural Marketing toolkits (such as Diwali, Black History Month, Lunar New Year among others), that deliver culturally relevant and authentic programs to the Marketing Function.
• Lead the creation of bespoke Cultural Marketing programs in partnership with NAOU Functions such as Category Teams, EPICS, FLM and our Bottler and National Customer Teams. (such as Essence, Premios Juventud)
• Advise across business briefs on cultural insights and strategies that aid in delivering more impactful communication across GOATS and similar campaign programs.
• Shape the development of Cultural Marketing guidelines and playbooks rooted in insights and data that help tell brands where and how we show up in Culture across NAOU Marketing touch points. Including communication, commercialization and storytelling to critical cross-functional teams.
• Bring the voice of the diverse consumer to the category/brand strategies to deliver authentic connections that drive love and transactions.
• Bring strategic mindset to help enable growth and audience identification to enable the planning and how we connect authentically (resonance and relevance) with priority growth audiences (ie our new majority).
• Develop an agenda that enable tech adoption of leading edge tools to drive cultural marketing at scale across the marketing organization.
• Manage cultural insights and case studies through development of case studies, internal and external examples to aid in capability building

• Ability to be detailed focused and maintain good record keeping across multiple projects.
• Ability to orchestrate multiple stakeholders in a seamless fashion across platforms, systems, processes, routines etc.
• Ability to analyze complex issues and bring together multiple concepts across functions for the business.
• Ability to conduct desk research to create macro and micro insights to better tease out multicultural insights and growth opportunities for TCCC brands.

• The role communicates internally across OU Marketing (including Key Bottlers and Customers), the global Marketing community, and PAC.
• The role is also responsible for influencing and sharing information and practices across the Commercial and Customer teams to drive value.
• The role is responsible for elevating awareness of cultural marketing tools available to the System

• 8-10 years of experience in a Marketing strategy, execution or planning role
• Experience working in and with cross-functional Marketing teams
• Knowledge (and good relations) with the bottling and franchise community
• Strong leadership, communication and influencing skills with internal and external partners (industry leaders, media,
• A champion of diversity and inclusion and a broad understanding of the power and contributions of MC consumers to the business.
• Demonstrated leadership & strategy development/management, including cross-functional; ability to work effectively in an agile, networked environment

• Iconic Brand: Work on the most recognized brand in the world and be part of developing the brands next chapter.
• Exposure to World Class Leaders: Availability to global marketing leaders that will expand your network and exposure you to emerging digital platforms and marketing insights.
• Creative Team Culture: Be inspired by the best brand leaders and agencies in the world, which creates a creative culture that supports taking risks and innovation.