Coca-Cola HBC
Position Overview
The Director, Customer Marketing – Wendy’s, is responsible for developing and executing beverage driving programs that support Wendy's brand strategies and business objectives. This position will also build and maintain strong working relationships with Wendy’s Brand, Media, Partnerships, Digital, Merchandising, and Ops teams. Additionally, they must lead strong cross-functional partnerships across TCCC organization including NAOU Brand teams, Coca-Cola Freestyle team, Assets/Sports/Entertainment marketing teams, and the Wendy’s Customer Team (Marketing, Sales, Ops, Finance), among others. Key Responsibilities
Develop custom beverage program plans by identifying business objectives, defining marketing solutions, and building measurement criteria to track performance and measure success. Lead Wendy’s Freestyle marketing programming, collaborating with customer marketing team and our internal stakeholders across Freestyle and Brand teams. Leverage consumer, category, and competitive insights to inform beverage strategy, marketing programs, and merchandising that drive growth and differentiation. Deliver digital insights and strategic thinking for the development and execution of Wendy’s digital programs, including digital ordering platforms. Identify, evaluate, and manage beverage innovation opportunities, partnering cross‑functionally to bring new concepts to market that drive consumer relevance and growth. Build strong relationships with key Marketing decision makers across Wendy’s organization and with key influencers within their organizations. Collaborate on customer’s annual beverage marketing calendar development. Influence Wendy’s beverage merchandising strategy and execution. Work with Wendy’s Local Marketing team and DMMs to develop programs and merchandising that can be leveraged to drive beverages with Franchisees. Manage the Strategic Marketing Funds budget with customer team and Wendy’s. Manage relationships with external partners such as creative marketing agencies. Support internal and customer-facing business planning routines and processes. Education Requirements
Minimum Required: Bachelor’s degree in Marketing/Business or equivalent education. MBA preferred. Related Work Experience
5+ years in a consumer-packaged goods company, agency or foodservice operator, preferably in both customer management and marketing roles or equivalent marketing leadership experience. Foodservice Customer Marketing or Retail / Shopper Marketing Customer Management: successful experience working with large, strategic, and complex customers. Experience building unique marketing programs leveraging Coca-Cola assets and partnerships (e.g. NCAA, Fall Football). Functional Skills
Thought Generation: Leverage new ways of thinking when building marketing programs (e.g., digital marketing including mobile ordering and RDIs, innovative approaches to crew engagement, social media, experiential/event marketing). Build/Leverage Relationships Within/Out: Build and leverage relationships within Wendy’s and Coca-Cola to reach implementation of the jointly developed plan. Gather, assess and interpret feedback: Keep a pulse on key stakeholders within Wendy’s and our internal customer Sales team to gather and interpret feedback to leverage in improving future marketing programs. Influence Customer to Act: Influence Wendy’s to act upon our recommendations by building a trusted, indispensable relationship. Exceptional project management skills. Outstanding communication skills (presentation, written, verbal, follow up, etc.). Creative problem-solving skills will also be crucial – we FIND A WAY to get stuff done! Skills
Results-Oriented Leadership Sales Process Account Management Customer Relationship Management (CRM) Sales Management Marketing Pitch Presentations Consultative Sales Management Business Insights Sales Forecasting Communication National Account Sales Customer Service Management Decision Making Business Development Negotiation
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The Director, Customer Marketing – Wendy’s, is responsible for developing and executing beverage driving programs that support Wendy's brand strategies and business objectives. This position will also build and maintain strong working relationships with Wendy’s Brand, Media, Partnerships, Digital, Merchandising, and Ops teams. Additionally, they must lead strong cross-functional partnerships across TCCC organization including NAOU Brand teams, Coca-Cola Freestyle team, Assets/Sports/Entertainment marketing teams, and the Wendy’s Customer Team (Marketing, Sales, Ops, Finance), among others. Key Responsibilities
Develop custom beverage program plans by identifying business objectives, defining marketing solutions, and building measurement criteria to track performance and measure success. Lead Wendy’s Freestyle marketing programming, collaborating with customer marketing team and our internal stakeholders across Freestyle and Brand teams. Leverage consumer, category, and competitive insights to inform beverage strategy, marketing programs, and merchandising that drive growth and differentiation. Deliver digital insights and strategic thinking for the development and execution of Wendy’s digital programs, including digital ordering platforms. Identify, evaluate, and manage beverage innovation opportunities, partnering cross‑functionally to bring new concepts to market that drive consumer relevance and growth. Build strong relationships with key Marketing decision makers across Wendy’s organization and with key influencers within their organizations. Collaborate on customer’s annual beverage marketing calendar development. Influence Wendy’s beverage merchandising strategy and execution. Work with Wendy’s Local Marketing team and DMMs to develop programs and merchandising that can be leveraged to drive beverages with Franchisees. Manage the Strategic Marketing Funds budget with customer team and Wendy’s. Manage relationships with external partners such as creative marketing agencies. Support internal and customer-facing business planning routines and processes. Education Requirements
Minimum Required: Bachelor’s degree in Marketing/Business or equivalent education. MBA preferred. Related Work Experience
5+ years in a consumer-packaged goods company, agency or foodservice operator, preferably in both customer management and marketing roles or equivalent marketing leadership experience. Foodservice Customer Marketing or Retail / Shopper Marketing Customer Management: successful experience working with large, strategic, and complex customers. Experience building unique marketing programs leveraging Coca-Cola assets and partnerships (e.g. NCAA, Fall Football). Functional Skills
Thought Generation: Leverage new ways of thinking when building marketing programs (e.g., digital marketing including mobile ordering and RDIs, innovative approaches to crew engagement, social media, experiential/event marketing). Build/Leverage Relationships Within/Out: Build and leverage relationships within Wendy’s and Coca-Cola to reach implementation of the jointly developed plan. Gather, assess and interpret feedback: Keep a pulse on key stakeholders within Wendy’s and our internal customer Sales team to gather and interpret feedback to leverage in improving future marketing programs. Influence Customer to Act: Influence Wendy’s to act upon our recommendations by building a trusted, indispensable relationship. Exceptional project management skills. Outstanding communication skills (presentation, written, verbal, follow up, etc.). Creative problem-solving skills will also be crucial – we FIND A WAY to get stuff done! Skills
Results-Oriented Leadership Sales Process Account Management Customer Relationship Management (CRM) Sales Management Marketing Pitch Presentations Consultative Sales Management Business Insights Sales Forecasting Communication National Account Sales Customer Service Management Decision Making Business Development Negotiation
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