• Activate The Coca-Cola Company System (e.g., cross-functional team members, segment resources) to develop and implement regional business plans and activation programs that meets Brands, Bottlers, Channel, Customer and Assets Partners’ needs to maximize profit and volume • Lead customization and implementation of integrated marketing communication and Assets’ activation plans by coordinating internal and external functions (e.g. marketing assets & sponsorships, e-marketing, local advertising, consumer / shopper promotions, etc.) in order to achieve high performance results on time and within budget. • Extract maximum value by fully leveraging all sponsorship benefits in contracts through the creation of asset plans that may include packaging, POS, PR, fan engagement, experiential, customer/retail, community, business to business, social/digital/mobile. • Steward and leverage all asset inventory including tickets, team trips, consistent with company policy • Partner with Franchise Leadership on market specific business opportunities utilizing assets • Develop and communicate written briefs for use by agencies or suppliers (e.g., creative, advertising, packaging, consumer promotions, merchandising, etc.) to direct their work activities in order to generate concepts for effective execution of region marketing programs and objectives (e.g., drive trial, increase loyalty).