Franchise Marketing Manager - Nigeria (STA)
Coca Cola
Lagos, Lagos, NG
2d ago
  • 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 our 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.

    These programs will require the individual to oversee a team of marketing associates that will collaborate with WABU Central Marketing, Franchise C&CL, Other functions (Finance, IMCC, Operations, Supply Chain, Commercialization), and the Bottling partner Marketing & Operations teams to ensure complete delivery of the agreed plan.

    Lastly, this individual will be required to lead ONE Marketing Leadership Team project resulting in fundamental capability improvement for the BU Marketing team.

    The key means to achieve these goals are the development of diagnostics, strategies, content, and capability within their region of responsibility.

    The work of the individual requires leveraging the collective intelligence of our system, through a collaborative approach with the Regional Franchise Managers, Strategy & Insights, and C&CL.

    They need to drive the strategy and build / adapt their Franchise Marketing Plan content in partnership with Creative Agencies, leveraging internal and external best thinking, creating internal BU awareness around it, build key marketing competency skills for personal and professional development and act as the key integrator on their projects.

    The Initiatives (both consumer and shopper programmes) this person will leverage, create or adapt will be built from local market insights to ensure their local plans are highly resonant across their consumers and will change beliefs, attitudes and behaviours about the brands under their scope, which will lead to incremental brand consumption and purchase ( and ultimately brand love ).

    They will need to have strong project & people leadership skills to ensure programs are efficiently development and leverage strong persuasive selling skills to inspire our Bottling partners to co-invest and execute with excellence.

    Lastly, this person will be responsible for managing multiple associates to carry out the above business responsibilities.

  • They will be required to balance governance & engagement throughout the planning and implementation of the business plans;
  • ensuring each associate has an individualized career and development plan to follow and grow. As a member of the WABU Marketing Leadership team, they will be responsible for providing assessments of their associates and calibration of the Marketing Community through the talent factory process.


    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.

  • Owns Bottler Relationship on Marketing Strategy and Plans; leading regular operational & marketing excellence routines / discussions with Bottlers.
  • Accountable for the successful implementation of the key projects identified within the Strategic Business Plan including Communication, Innovation, RGM, and In-Store Messaging.
  • Lead, through Agencies / Direct Reports, the project management of all key programs, achieving support and approval from key Franchise, BU & Bottler stakeholders.

  • Ensuring timely launch and success of the innovation & RGM pipeline throughout the year; ensuring that all cross-functional members and Bottlers are aligned and working on-time to deliver the objectives and goals.
  • Partner with all key Bottler and local community constituents to assess and mitigate any potential risks related to the programs’ implementation.
  • Identify & leverage external and internal best practices as applicable to the specific Franchise programmes; harvesting the maximum learning and inform the development and activation of best in class programmes by the BU Central team.
  • 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.

    Minimum : Bachelor’s Degree

    Preferred : Master’s Degree preferably MBA or Masters of Marketing


    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.

    This is a short term assignment for 11 months. From January 2020

    Our Growth Culture :

    One of the reasons our company continues to thrive after 130+ years is having a company culture that supports and rewards behaviors that lead to growth.

    Our Growth Behaviors, as we call them, are ways of being and working that help to make us successful. Think about how you can bring this to life in your next role at Coca-Cola.


    Keep seeking, never settle. Staying curious about what is outside, and two steps ahead inspires us to challenge the status quo.

    Having the courage to look and leap is the way we grow. Because asking what if? pushes us to the next level as people and as a company.


    Make it happen . True empowerment is the result of taking responsibility. This means giving yourself permission to see it, say it and do it, and owning the outcomes.

    Because we move forward faster when we all take action.

    Version 1.0, 2.0, 3.0

    Push for progress, not perfection. There are very few overnight successes. Greatness is borne of many little victories (and failures).

    Share v 1.0, test it, and make it better. Then create the next version. Because the moment we think something is perfect, it will be obsolete.


    Include, value and trust each other. We are smart alone but together we are genius. This means being inclusive, giving the benefit of the doubt and being responsible for each other.

    Because, for our company to thrive for the next 100+ years, smart isn’t enough. We need genius.

    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.

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