Zayd Abrahams, Head of Marketing – Sparkling Beverages at The Coca-Cola Company

Posted on 29. Apr, 2010 by admin in Personality Profiles

Zayd Abrahams, Head of Marketing – Sparkling Beverages at The Coca-Cola Company, South Africa, leads a portfolio of 15 brands including the global Trademarks Coca-Cola, Fanta, Sprite and Schweppes as well as local brands such as Stoney, Sparletta and Twist. Apart from the 2010 FIFA World Cup plans for Brand Coca-Cola, the portfolio includes extensive work in the area of youth development, sport, music, humour and grassroots activation.

Zayd has previously held positions at Unilever (South Africa, Turkey), Coca-Cola Enterprises (UK), L’Oreal (UK), Tiger Brands (South Africa), Calvin Klein (South Africa) and the Truth and Reconciliation Commission.
Some career highlights before joining Coca-Cola include successfully migrating South Africa’s Number 1 Deodorant brand Ego to Axe. He is passionate about portfolio management, coaching and nurturing talent, business model re-engineering, and repairing troubled brands. Zayd is born, bred and educated.

• What’s a typical workday for you?

Typically my days are meeting-intense, so preparation and follow-up is key. A chunk of my day is spent on coaching and enabling team deliverables, engagement of senior business members, while keeping time to ensure that the future growth strategies are developed. It’s a collaborative culture, so a lot of time is spent consulting cross functionally co-developing or aligning. With 2010 on our doorsteps, there is a strong emphasis on delivering the now while planning the future

• What do you enjoy most about your portfolio?

I am fortunate to lead an incredibly passionate and diverse team in Sparkling portfolio. Together we are custodians of a significant part of our total Beverage range, with an accountability of 15 brands, from the biggest – Coca-Cola – to the more niche. Within the portfolio, there is a good balance between big global brands, and smaller local brands. We represent a significant part of the global business, making every action incredibly significant on the bigger picture.
Each brand brings its own diversity of target market ranging through the demo and sociographics, different market behaviours, business challenges, opportunities, nuances and business models.
Coca-Cola allows me to fulfill my passion for community upliftment, celebrate my love for soccer and music, and Fanta and Sprite allow me to explore interesting other passions such as humour and hip-hop.

• How do you handle work stresses?

I try to get decent rest at night, and wake up at the same time everyday – when I don’t do this, things don’t really work out. I definitely try to reprioritize constantly, what’s important and urgent, what can be delegated, what needs to be escalated, and what needs to be done. I am a firm believer in seeking to understand – sometimes stress comes when we don’t spend the time on the actual issue is. I try to remain CALM under pressure, while being clear what my views are.

• What has been your biggest professional challenge?

Each step in one’s career poses unique professional challenges – these are the things that drive us marketers to new heights. I will reference an example that set me up to deal with future challenges via personal growth and leadership capability: Changing the name of Ego to Axe in 2001 when I was at Unilever – turning a value chain opportunity into a consumer relevant, insight-driven proposition, high risk, laser sharp focus on strategy and execution, and a sustainable brand was born without compromising the core user base. Critical to success was full business engagement and involvement through the ranks, leading from the front, whiles bringing people along, and ultimately a united voice in the marketplace.

• What is your No 1 industry peeve?

Getting asked for World Cup tickets.

• What are the favorite brands that you cannot live without?

Coca-Cola, really! I have been in love with Coca-Cola I was 3 years old. It really does open happiness, so I am a true red believer. It is the only brand that I am truly loyal to.
PS. Apple is slowly creeping up there – between my IPods and my Mac, I’m hooked.

• How do you relax?

Unwind with friends, important for me-time too, try to get my heart pumping at least 3 times a week (gym being the most convenient), listen to lots of music across genres, read autobiographies, sometimes Blackberry off on Saturdays, go home to Durban once and a month – catch up with family, friends, and the sea. Holiday somewhere with sea and sun at least once a year.

• What’s your chosen way to communicate with family and friends, (mobile, social networking pages like Facebook, Skype, emails, fixed lined telephone)?

SMS, Calls from my Mobile, Blackberry Messenger, Skype, Facebook, Twitter.

• What’s a favorite local holiday destination?

eThekwini and iKapa – different times of the year, different reasons, different experiences, but both ROCK!

• What’s your idea of a relaxing Sunday morning?

Catching up on life (coffee, breakfast with close ones, old DVD’s – Pulp Fiction is my favourite, listening to my best music on vinyl, chatting cross continental on Skype, catching up on Facebook and my personal mails).

• Which are your favorite must-have printed media titles?

Men’s Health, Harvard Business Review, Q Magazine, Destiny Man

• Do you have a favorite online site?

Wikipedia – everything I need to know anytime. Sometimes the references are inaccurate, but certainly my first stop before I delve deeper.
Billboard.com- almost all the world’s music news, and the US charts in such detail. The Daily Noise newsletter is definitely worth it.

• What’s your best dining out venue?

Indulge (Marriot Road, Durban), warm, smart, small. Perfect to catch up with close friends over fine food and amazing tastes. The BEST lamb shank ever. (I’ve had this delivered to Jozi twice already)