category manager - VIA, International

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category manager - VIA, International - Starbucks

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category manager - VIA, International

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Description

Job Summary and Mission

This job contributes to Starbucks success by shaping and implementing the tactical and strategic direction for the global roll-out of Starbucks VIA™ Ready Brew to achieve company financial and business objectives.

Starbucks VIA™ Ready Brew is an instant coffee that replicates the body and flavor of Starbucks® coffee in an instant form and is 100% natural roasted coffee. As with all Starbucks® coffee, Starbucks VIA™ Ready Brew is made with the highest quality coffee beans sourced from the top 3 percent of the world's coffee supply.

Summary of Key Responsibilities

Responsibilities and essential job functions include but are not limited to the following:

Leads, manages and executes category and business plan, including products, pricing, packaging, and distribution for international VIA business. Recommends strategic direction of category to category leadership.
Drives sequenced global roll-out in company operated retail stores
Refines VIA proposition and strategy for category based on competitive and market strategic assessment. Leverages understanding of competitive marketplace to project potential threats to category.
Work cross-functionally to drive the strategic business plan to build a major Starbucks platform. Initiates and leads appropriate cross-functional teams to deliver category business objectives, including launching in key geographies and channels over the next 1-3 years. Builds and maintains relationships with cross-functional and geographic, and channel partners. Leads discussions and presentations with cross-functional senior leadership teams.
Leads consumer and channel plan recommendation including overall marketing strategy, marketing objectives, plan, spending, and marketing mix. Applies customer research to make decisions regarding category direction.
Leads performance development of category team members. Sponsors and leads change efforts.
Analyzes and integrate qualitative and quantitative results to determine how to optimize the consumer and product proposition for global roll-out.

Enterprise launch implementation planning (30%)

Acts as sole conduit and facilitator of planning and launch preparations, communications and activities for internal functions - supply chain, regulatory, marketing, legal, etc
Manages cross functional market-facing execution work flow across category, marketing, operations, operations services etc to ensure functional connections and alignment in the market
Forms partnerships with Retail, CPG, E-commerce, and Foodservice Operations and Marketing to implement effective launch strategies within and across markets
Conducts product range planning, identification and validation of product requirements with markets (flavor, type, size, portion); submits product needs to enterprise and reconciles market requests against capabilities
Articulates product packaging, regulatory, labeling, and other form factor requirements to international operations teams in multiple channels and ensures deliverables

Single point of contact for VIA enterprise communications (30% time)

Liaison between Enterprise (VIA team) and Japan, Korea, Germany, UK and regions for information/business requirements planning for Enterprise
Represents SCI regions, Japan, Korea, Germany, UK to the Enterprise (VIA team) for region/MBU needs, requirements, timelines
Timeline and communications management; weekly SBJ planning calls; weekly Korea calls; weekly UK calls; weekly Germany calls; action items; minutes; follow up and issue resolution

VIA international business planning, sequencing and analysis (20%)

Facilitates, conducts or partners with SCI business unit, Region and MBU teams for financial, P&L modeling, margin/COGs requirements in partnership with SCI finance, markets, regions and Enterprise
Works directly with regions and MBUs to conduct preliminary and final sales volume planning, range size mix, flavor mix, inventory forecasts and other inventory requirements

Leverages, integrates and adapts US VIA collateral and OOH campaign materials for SCI market requirements (20% time)

Attends US VIA marketing planning sessions; extracts key learnings to cascade to SCI markets
Contributes global learnings to strategically influence development of tools, programs
Works with Creative to implement SCI adaptations based on regional or MBU requirements

Qualifications

Summary of Experience

Product or brand management with profit and loss responsibility - 5 years
Creating and implementing consumer propositions and plans - 4 years
Leading the development of new product concepts from conception through implementation
Cross-functional team leadership

Required Knowledge, Skills and Abilities