Director, EPICS

The core deliverables for the LatAm EPICS (Entertainment, Partnerships, Influencers, Culture and Sports) team are to contribute to business opportunities enabling category objectives, though identify, create, amplify and scale compelling brand assets and passion points.

The team is responsible for leading all aspects of the company partners’ relationships within Latin America, with current and future sports and entertainment organizations to support the category growth levers and the OU needs.

The LatAm Director of EPICS – Partnerships and Operations – Entertainment will be responsible for leading several passion point related partnerships and assets, mainly all aspects of our regional music and entertainment relationships with the respective rightsholders assuring flawless delivery of our rights to the benefit of our brands’ plans. This role should also create and lead (in collaboration with the Category teams) the strategy behind selected assets & partnerships, lead the implementation of the regional music and entertainment events as well as support relevant local partnerships, while coordinating with other internal stakeholders – IMX (Integrated Marketing Experience team), Procurement team, Global EPICS community, etc. and manage the high-level relationships with external partners.

Focus, Scope, & Impact

• Support the new marketing transformation model by using Entertainment and Culture as keys enablers to connect with consumers, while moving away from interruption and friction solutions.
• Understand how Brands’ aims should direct our OU strategy for music and entertainment
• Orchestrate brand experiences and experiential projects while managing external relationships with key stakeholders in the music and entertainment industry.
• Provide recommendations to stakeholders on key passion points, considering the global strategy as well as the local portfolio of brands.
• Work closely with Media, C&CL teams & our main bottling partners to leverage new and existing contracts and extract the maximum value out of them to the brand plans.
• Develop plans to evolve the existing OU (Operating Unit) assets so they can be more relevant to consumers and add more value to the Coca Cola Business
• Scale and activate global partnerships. Identifying, suggest and implement local opportunities that will be bring differentiation and relevance to our brands. Coordinate with procurement teams and Mkt Platform Services the sourcing, negotiations and contracting of those opportunities.
• Execution of one single strategy within the OU, leveraging synergies and common opportunities across the different geographies. Lift and shift best practices from other countries.
• Design the Strategy for scaling and activating global and regional assets. Manage local asset creation or identification, coordinate with procurement team the sourcing, negotiations and contracting.
• Localize global and regional assets activation guidelines and ensure its correct application for all the OU projects, including the right ratios between assets investment and activation.
• Work with other IMX leaders to fully integrate the assets and passion points thinking into brand E2E experience.
• Provide input to Global IMX in the assets strategy and activation guidelines considering the OU reality and global relevance.
• Complex budget management, upon the evolved (Global & LATAM) EPICS specs regarding our biggest brands.
• Lead highly complex, multi-year negotiations in Music and other assets and partnerships to drive effectiveness and efficiency.
• Responsible for LATAM Music Partnerships Management, ie planning to execution and tracking of all our biggest Music Festivals (Lollapalooza, Rock in Rio, Coca-Cola Flow Fest, The Town, and others), all fully addressing Brands’ equity build and W+ growth opportunities.
• Lead the strategy for key brand(s) to become a significant player in the Music ecosystem by building a flywheel that allows us to engage the industry with credibility, provide a win-win platform, and drive engagement.
• Manage day-to-day relationships with music partners, including record labels, talent managers, key talent, industry players, and rights holders, as well as other passion point related partners.
• Work closely with frontline teams and the main bottling partners in LATAM to optimize the utilization of assets within the system.
• Manage the full scope of work for key initiatives from A-Z (ie as per all above): partnership identification, negotiation, contracting, management, execution.
• Manage the full EPICS scope of work under other passion points if needed

KEY SUCCESS PARAMETERS

Experience

• Significant marketing experience (13-15 years)
• Thorough understanding and know-how of the music and entertainment industry: key partners, platforms, trends, etc.
• Direct experience managing EPICS (Assets and Partnerships).
• Experience in developing entertainment strategies and projects on the media/agency side.
• Robust experience working in cross-functional and cross-geographical (LAOU 39 markets) teams.
• High ability implements complex brand experience projects and manage external and internal relationships with critical stakeholders.
• Proven strong negotiation skills.
• Fluency in English is required.

Work Focus

• Ability to provide actionable guidelines and inputs to the brand, creative and media strategies on an OU level, as well as EPICS leaders and community on a Global level.
• Capability to drive transformational change in the way assets are managed; ability to link assets to overall brand strategy, ability to adapt to changing and emerging trends in the industry.
• Deep understanding and proven deploy of the Media models and ways to extract value out of win-win partnerships.
• Expertise in working with different internal stakeholders and external partners/relationships (i.e.: FrontLine, BOs, agencies, influencers, artists, entertainment companies).
• Ability to lead all EPICS properties across categories and multiple touch points, that are effective and efficient and scaling it across Latam.
• Ability to work in cross-categories, cross-countries and cross-functional teams.
• Ability to work in Agile cross-functional teams.

Communication Focus

• Role requires interacting frequently with IMX areas and senior leadership teams, external parties, particularly agencies and media companies.
• Role requires high level frequent communication with OU Marketing President and other senior leaders, broader OU marketing team, corresponding Global Assets, Influencers and Partnerships leader, and corresponding counter partner in other OUs.

KEY Knowledge REQUIREMENTS

Mastery of (REQUIRED)

• Assets Strategy and Execution
• Developing, Negotiating and Executing Partnerships
• Increase Sponsorships value (outputs and outcomes) to the business
• Assets Strategy and Negotiation

Experience in (NEED TO HAVE)

• Digital Marketing
• Emerging Technologies
• Influencer Marketing
• Entertainment Industry

Skills

User Experience (UX); Human-Centered Design; Foster Innovation; Negotiations & Shared Value creation; Understanding & Assessing Risk; Make Courageous Choices; Giving and Receiving Feedback; Analytical Thinking; Sustainability by Design; Build Inclusion; Relationship Management; Prioritization; Apply an Enterprise Mindset; Digital Collaboration; Ideation; Data Analysis; Thrive in Ambiguity; Strategy Development; Business Case Development; Influence Across the Network; Envision the Future; Long Term Planning; Business Partnerships; Industry Knowledge; Social Media & Influencer Marketing; Negotiation; Emerging Technology Trends and Practice

Annual Incentive Reference Value Percentage:30

Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.