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Coca-Cola Refreshments

VP Marketing & Commercial, Hansen's Beverage Company

Coca-Cola Refreshments - Los Angeles, CA

The VP Marketing & Commercial, Hansen’s Bev Co, is accountable for leading the development and execution of the marketing and commercial strategies for the Hubert’s Lemonade, Blue Sky Soda and Hansen’s brands. Acquired from Monster Energy Corporation in 2015, these brands are an important part of Coca-Cola North America’s Ventures & Emerging Brands (“VEB”) portfolio and critical to the achievement of VEB’s mission to develop a portfolio of emerging brands with multi-billion dollar potential.

Specific responsibilities include

Delivering agreed annual revenue, profit and share targets (>$100mm in sales, DME budget ~$12mm)

Leading and developing a diverse team of 12 associates to drive consumer brand engagement, winning innovation, customer satisfaction, business results and ensuring a high level of employee engagement

Collaborating with VEB Sales, Key Accounts and Natural sales to provide them with the detailed brand plans, business insights and ‘’ready to execute” commercial tools to deliver rapid growth, share and availability gains across the portfolio

The role reports to the SVP & GM of Craft Beverages for VEB and is based in Orange County. It is an excellent development opportunity for talented, cross functional, high potential associates who aspire to General Management.

Strategic Brand Leadership, planning and execution:

Strategy: Leads the identification of growth strategies and the translation of those strategies in to actionable marketing and commercial plans

Brand Marketing: The creation of brand marketing programs that will drive brand discovery, trial and build a strong consumer emotion connection to the brands. Heavy focus on digital, social and experiential field marketing

Media & Advertising: Media planning and buying, leading PR stakeholder engagement. Management of multiple agencies and external partnerships.

Innovation Strategy and Pipeline:

Accountable for identifying, developing and delivering a pipeline of product and package innovation for the next 1 to 3 yr period that will accelerate growth and realize full brand potential

Commercial Leadership and Sales Partnership:

Lead the evolution of the brands to a more sophisticated OBPPC architecture to maximize sustainable revenue growth and tap into key growth occasions

Develop winning POS look and occasion based messaging to drive brand discovery and trial.

Collaborate with VEB Sales, Natural sales and Key Accounts to develop winning programs sales tools to drive customer / bottler engagement and brand advocacy. Represent the brands in key customer / bottler events

Commercialize these tools in ready to use, simple ‘’out of the box’’ format so that sales can easily execute

People and Team Leadership:

Leading and developing a diverse team of 12 associates to drive business results and ensuring a high level of employee engagement

Demand and Supply Chain Planning:

Work with supply chain and finance teams to develop and maintain robust demand forecast



Bachelor’s degree required; MBA preferred


12 years required; 15 preferred


Minimum Required: Strong business acumen; strategic marketing; product packaging strategy; advertising media; consumer research; digital social; product innovation; cross-functional and multi-level team leadership; strategic and project planning; strong presentation and communication skills; 360 influencing skills.

Preferred Level: Experience both inside and outside KO system; Experience growing small FMCG brands and successfully stewarding them through pain of growth

Coca-Cola Refreshments is an Equal Opportunity Employer and does 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.

76 days 21 hours ago

Coca-Cola Refreshments


VP Marketing & Commercial, Hansen's Beverage Company Coca-Cola Refreshments - Los Angeles, CA, United States


Location: Los Angeles, CA

Company Profile:
Coca-Cola Refreshments is made up of the people who actually make, market and distribute happiness, in the form of great Coca-Cola products throughout North America. As one of the largest beverage production and marketing companies on the planet, making people smile is a big business. That means lots of opportunities for you to grow and develop. If you’re looking for a company where you can do your best work AND help millions of people smile a little bit each day, you’ve come to the right place