Senior Manager Customer Prospection and Segmentation – LATAM

Key Skills

Aartificial intelligence, Analytical and Problem solving, AWS, Azure, GTM, KPI, Machine learning techniques, NoSQL, Python Programming, PyTorch, SQL

Job Description

Focus, Scope, & Impact:

• This role is responsible for leading the design, development, and implementation of LATAM Customer Prospection and segmentation strategies to accelerate our portfolio growth in the market and create new growth levers for the business.
• Role scope consists of 39 LATAM markets, covering 67 Bottlers operations and 4.8MM customers currently served on a weekly basis, with an average 55% NPS. This position goal is to bring +1MM net new outlets in the next 3 years.
• Lead disruptive strategy and thinking for new customers prospection with Bottlers commercial directors through artificial intelligence algorithms and external geocoding and socio-economic data to increase KOS portfolio numeric distribution, share of visibility inventory (SOVI), and market share.
• Lead disruptive strategy and thinking for new use cases of segmentation strategies with Bottlers commercial director through artificial intelligence algorithms and external data to increase the effectiveness of our commercial strategy.
• Lead development of Advanced Analytics and Artificial Intelligence approaches to map out customer & consumer needs, and propose market actions, resulting in higher market share, increased sales revenue, improved margins.

Experience

• +7 years of leadership experience in the areas of Sales, Customer, Commercial Planning & Execution, Route to Market.
• Education: Minimum Required Bachelor’s Degree; Preferred: MBA or Master in Data Science
• Language: Minimum Required Fluent in English; Preffered: Fluent in English and Portuguese
• P&L impact and accountability from technology deployments
• Proven track record of artificial intelligence strategy design and machine learning algorithms deployment.
• Solid analytical and conceptual skills and ability to think from planning to execution and solid system commercial and brand management.
• Solid data analytics and interpretation skills – ability to understand complex data and ability to explain to Customers, Bottlers, etc. in a way that is meaningful to their business needs.
• Strong project management skills to handle multiple projects simultaneously and deliver them on time.
• Strong communication skills to explain complex technical concepts to non-technical stakeholders.
• Ability to translate business objectives into analytical solutions.
• Understanding of business processes and how AI can enhance segmentation and prospection strategies.

Work Focus

• Consumers are step changing their decision process thanks to access to multiple sources of information. Basic segmentation models used over years are becoming obsolete at a frantic speed. Therefore, companies must implement new methodologies to understand consumer profile, behaviors and characteristics, focusing on dynamic, multivariable models powered by artificial intelligence algorithms.
• Be KO System Subject Matter Expert (SME) on Prospection and Segmentation, with ability to analyze multiple external data, customer and shopper insights and issues from different channels of Traditional Trade, Modern Trade and On Premise, bringing innovative thinking and design solutions for customer pain points together with Bottlers and Channel teams.
• Leverage new processes, procedures, technologies, and capabilities to scale solutions across LATAM Bottlers (e.g. Artificial Intelligence models for customer prospection and segmentation).
• Accelerate our commercial transformation through deployment of innovative technological solutions based on Artificial Intelligence, Blockchain, IoT, etc
• The role is an individual contributor.

Communication Focus

• This role interfaces with both internal and external stakeholders and key Bottling partners.
• Internal: Communication to influence different KO stakeholders from a broad range of areas, such as Sales, Commercial, Platform Services, Marketing, Supply Chain, Finance, including Zone Presidents, Zone Franchise VPs, Commercial HUB Directors.
• System: Lead negotiation with Bottlers Sales, Commercial, and Supply Chain to align and influence to accelerate Segmentation and Prospection vision and processes, including Bottlers Sales & Commercial VPs, Directors, and Supply Chain Leaders.
• External: Negotiate with vendors CEOs and AI consultancy firms to bring competitive solutions for KOS.
• International connection to share proven practices and learning with other OU VTM Heads and Global Commercial leaders from C&CL

Skills:

Leadership; Sales Channel Development; Structured Query Language (SQL); Key Performance Indicators (KPI); Go to Market (GTM); Demand Generation; Product Commercialization; Marketing Strategies; Channels Strategy; Market Segmentation; Customer Insights; Microsoft Office; Machine Learning Techniques; Strategy Development; Applied Machine Learning; Market Strategy; Route to Market; Artificial Intelligence (AI); Go-to-Market Strategies; Go-to-Market Execution; Business; Business Growth; Machine Learning; Market Shaping

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.