Brand Manager
Coca Cola
Shanghai, Shanghai, CN

Key purpose of the job includes :

  • Lead Consumer segmentation 2.0, dig deep
  • insight & foresight. Develop superior brand
  • Proposition and build a dynamic BRAND EDGE.
  • Collaborate with R&D, lead the new product development to deliver unbeatable Consumer experience
  • Lead targeted marketing and commercial plan. Manage DME.
  • Propose right KPIs. Develop real time learning dashboards and pivoting plans
  • Job Description

  • Collaborate with the MKT Activation, Sales and Ops to drive seamless Marketing & Commercial synchronization and RTM breakthrough (e.
  • g. E-Commerce, O2O, vending, and on-premise)

  • Develop new capabilities and contribute to the Explorer business model that specializes incubating and growing the next billion dollars brands for Coca Cola
  • Leadership

    Entrepreneurial and agile, can adapt to new situations and thrives in ambiguity

  • Passionate to lead breakthrough
  • Commercial Orientation

  • Resourceful, start small and quick to pivot
  • Eager to learn and reapply best practices from other geographies or industries
  • Results Orientation

  • Ensure right KPIs are in place to monitor progress and enable pivot
  • Unafraid of recommending changes when necessary
  • Collaboration and Influencing Skills

  • Is open minded and collaborative in approach
  • Ability to build sustainable partnership and relationships
  • Functional Skills :

  • Consume obsessed, passionate on understanding and co-create with consumer
  • Understands the external environment (competitive and market) and identifies new sources of opportunity
  • Interrogates data to identify core business levers
  • Balances facts with intuition to distill complex opportunities into compelling business cases
  • Understands the operational fundamentals of our bottling system
  • Project management skill for NPD development, launch
  • Leverages financial rigor to prioritize and allocate resources effectively, manage P&L
  • Measures financial and equity impact of investments and institutionalizes learnings
  • Deploys discipline and process to improve impact and speed to market
  • Anticipates future trends to engage and delight consumers
  • Seeks understanding of fundamental human needs and behaviours
  • Balances intuition and fact to distill complex thought into action
  • Demonstrates judgment to define a compelling core creative idea
  • Persuades and inspires others (consumers, agency, system, suppliers, right stakeholders, etc) to create belief
  • Knowledge & Experience :

  • With experience to experiment different business model like NPD E-commerce launch.
  • With new product development experience is a plus
  • At least 8-10 years solid experience in Marketing, FMCG company, F&B industry is preferred with experience on working in plant based category is a plus.
  • Education & Professional Qualification :

  • Bachelor’s degree in Marketing or related discipline, MBA is preferable
  • Our Growth Culture :

    One of the reasons our company continues to thrive after 130+ years is having a company culture that supports and rewards behaviors that lead to growth.

    Our Growth Behaviors, as we call them, are ways of being and working that help to make us successful. Think about how you can bring this to life in your next role at Coca-Cola.


    Keep seeking, never settle. Staying curious about what is outside, and two steps ahead inspires us to challenge the status quo.

    Having the courage to look and leap is the way we grow. Because asking what if? pushes us to the next level as people and as a company.


    Make it happen . True empowerment is the result of taking responsibility. This means giving yourself permission to see it, say it and do it, and owning the outcomes.

    Because we move forward faster when we all take action.

    Version 1.0, 2.0, 3.0

    Push for progress, not perfection. There are very few overnight successes. Greatness is borne of many little victories (and failures).

    Share v 1.0, test it, and make it better. Then create the next version. Because the moment we think something is perfect, it will be obsolete.


    Include, value and trust each other. We are smart alone but together we are genius. This means being inclusive, giving the benefit of the doubt and being responsible for each other.

    Because, for our company to thrive for the next 100+ years, smart isn’t enough. We need genius.

    We are an Equal Opportunity Employer and do 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.

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