Senior Director: Live Experience Amplification
Live Experiences are becoming more and more important in today's marketing mix and our ability to connect with consumers through things that they care about is key to the success of our business going forward. When you combine live experiences and real-time marketing you get a 1+1=3 outcome in terms of leveraging the moment and bringing it to life in an efficient, scalable way within the construct of the cultural zeitgeist we operate within. Real time is a philosophy that takes advantage of context, conversations, and micro-cultural moments to quickly adapt, create and boost our brand strategies for the most relevant experience with consumers.
What You'll Do for Us:- Create the vision, roadmap & processes for the Live Experience Amplification Capability at TCCC.
- Understand current live event landscape, prioritize the key global and regional events and build the framework to leverage and amplify these events in real time.
- Create a compelling narrative for the change and build the journey to navigate and influence our Operating Units.
Build the network and Functional Capability:- Support Global teams on live sports/entertainment/brand experiences, including management of real-time activations at live events.
- Provide operational support including technical expertise for management of the event itself where needed, and across TCCC global social channels and how to capture and leverage 1PD through the live events framework.
- Leverage the influencer playbook and influencer ecosystem to further enhance and advance the adoption of the live experience amplification model.
- Work across our Studio X, Digital and Media teams to further amplify the network effect and existing skill sets and infrastructure.
- Work directly with the external partners and rightsholders to understand and leverage their own ecosystems while working across various KO functions to enable the work to happen in real time.
Execute Real Time Operations at selected events:- Execute the 'on the ground' real-time operation at various global live events (FIFA, Olympics, etc.).
- Manage the overall team on site in delivering the live experience amplification objectives set out.
- Leverage the Studio X network to ensure content distribution across the globe.
- Be the main point of contact for onsite influencers and other core platforms that make up the live experience amplification ecosystem.
Drive change management for implementing the Live Experience Amplification agenda:- Act as a change agent, able to transform Marketing by bridging the future and the present, flexibility and discipline, processes, and iteration, global and regional.
- Drive synergies of scale, productivity, and operational excellence by challenging and building on existing frameworks/platforms and by importing and exporting great ideas.
- Influence, align and negotiate with senior leaders and functions across TCCC, to adopt, support and implement the elements outlined in the scope of the role.
- Operate and interact with global/region resources (CAT, IMX, PACS, etc.) to fully leverage the potential of a networked organization.
Drive governance and a learning environment within a data eco-system:- Lead Live Experience Real-Time / Platform / Brand experiment pilots to build the basis for the governance.
- Work closely with Global & OU IMX, Category, Legal & PACS for efficient cascading of pilots, learnings and agenda across regions without duplications.
- Manage briefs and agency leadership for both Real-Time strategy + Live events coming together.
Project Management:- Manage various process and capability improvement projects that support selected global and regional live experiences.
- Build and ladder up the planning into LRP cycles and category business plans & key objectives.
- Ensure commitments are met by monitoring, assessing, and resolving variances in budget, timing, or quality of work while working across multiple stakeholders and constituents internally and externally.
Location: Atlanta, GeorgiaQualifications & Requirements:- At least 10+ years of leadership experience with a large global or multinational company, rights holders or an organization known for its knowledge and experience in developing world-class, business enabling assets and partnership opportunities in the categories of sports and entertainment.
- Minimum bachelor's degree.
- Unique mix of instant professional credibility and personal power based on knowledge, expertise and existing reputation broadly in global partnership, live events and/or sponsorship community.
- Demonstrated experience with key global Assets such as FIFA, Olympics, UEFA, Rugby World Cup, Coachella, Tomorrowland, Influencers etc., with deep knowledge of industry trends and best practices.
- Strong listening and interpersonal skills are required to balance the interests of multiple stakeholders throughout the organization. Need to possess strong presentation, communication, and influencing skills that are effective at the C-level in a large matrixed organization.
- Track record for managing a significant amount of resources with the proven ability to influence a globally diverse distributed team with a strong focus on collaboration via the networked model.
- Ability to work in Agile cross-functional teams and effectively collaborate with OU CIC teams, key stakeholders, and external partners.
- Experience with local, regional, day-to-day RT operation or for event coverage.
- Experience working in cross-functional and cross-geographical teams is preferred. Experience working with local markets and/or the bottler is considered an asset.
- Great written, verbal, and interpersonal communication skills in English.
- Bias for action on project basis and ability to work under pressure and meet tight deadlines.
Functional Skills:- Strong strategic capability to drive transformational change in the way live experiences are amplified across the network and how we bring this to life across our key constituent groups.
- Expert knowledge and proven track record in building, maintaining and delivering live experiences at a global or regional level (live event experience is critical).
- Global experience, global mind-set; experience working across multiple geographies and diverse cultures, backgrounds and experiences to find common ground to inspire action for a new way of driving live experience amplification.
- Deep understanding of the media, studio x, digital ecosystem and external platform partners.
- Strong project management skills.
- Strong executive presence and influencing skills with proven ability to provide strategic guidance with Executive level leaders as well as external partners.
- Thorough understanding of the celebrity and social/media influencer ecosystem and how to plug this in when building live experience amplification programs.
- Oversee and execute key deliverables in terms of content production, distribution, and monitoring via the networked team.
Pay Range:$183,800 - $211,000Base pay offered may vary depending on geography, job-related knowledge, skills, and experience. A full range of medical, financial, and/or other benefits, dependent on the position, is offered.Annual Incentive Reference Value Percentage:
30Skills:
International Marketing; External Partners; Teamwork
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