Marketing Asset Management with Coca-Cola's John Mount

The CPG Guys, Sri and PVSB, are joined by John Mount, VP of Sports Marketing and Regional Assets at the Coca-Cola Company.Topics discuss include:Why move from sales to marketing?In 2018, he assumed responsibility for sports marketing and regional assets. What doe this role involve?How does his team ensure that the assets they manage are applied in engaging consumers either directly through Coca-Cola’s marketing or in partnership with your retail customers?How do you match the investments you make in sports assets to the consumers who buy specific brands in your portfolio?What are some examples of how sports marketing assets are employed in digital engagement of consumers?Sports marketing assets are particularly relevant to engaging consumers in Coca-Cola's commercial fountain business at sports venues and the like. How is this changing with the onset of the pandemic and the restrictions being put on live events?For more than a century, Coca-Cola was a decidedly brand-focused company. Since then, Coca-Cola has moved to be more consumer-focused. Would you agree and if so, can you share some ways in which this is coming to life?The grocery channel in particular had been slower to adopt eCommerce capabilities. Often, they relied on third parties like Instacart to enable digital commerce. The pandemic has dramatically accelerated eGrocery penetration. How is Coca-Cola positioning to win in this transformative omnichannel world? Mentoring has always been a core part of Mount's professional behavior. What advice doe he give to young colleagues who are entering the company and want to succeed and even have as long a tenure as he has been able to enjoy?Dodgers or Yankees?CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.