Brand Director, Water Portfolio at The Coca-Cola Company

Shanghai, China

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Not SpecifiedCompensation

Senior (5 to 8 years), Expert & Leadership (9+ years)Experience Level

Full TimeJob Type

UnknownVisa

Beverages, FMCGIndustries

Requirements

Bachelor Degree (Preferable Business/Commerce with Marketing Major)
At least 10 years of general marketing and sales experience working on big and/or global brands
Proven track record of leading complex projects with multiple stakeholders
Relevant experience in consumer marketing, including consumer opportunity identification, innovation and communication development
Attributes: Consumer empathy, strategic visioning, strong interpersonal skills, ability to establish trust and build partnership across teams and geographies, innovative, problem solving, open minded and curious
Fluent verbal and written English
Skills: Apply an Enterprise Mindset, Brand Growth Strategy & Architecture, Brand Strategy, Business Insights, Channels Strategy, Influence Across the Network, Innovation, Leadership, Marketing Campaigns, Marketing Insights, Market Segmentation, Performance Marketing, Portfolio Growth Strategy, Product Commercialization, Thrive in Ambiguity

Responsibilities

Lead the development of annual Water Portfolio growth strategies and business plans to deliver overall brands vision, business objectives & financial targets
Build a stronger NETWORKING organization to deliver high quality plans
Partner with GC&M teams, other OUs and external stakeholders (e.g. customers, bottlers, suppliers) to develop fit for purpose consumer experiences, innovations and programs in the most effective and efficient way
Work closely with the Global Hydration network to ensure local market dynamics are reflected in global strategy and provide input to Global teams on key marketing decisions (e.g., Global brand innovations, assets)
With a true global enterprise mindset, identify best practices from other OUs and translate marketing collateral as per local needs
Lead or implement and localize potential global charter
Provide creative leads and IMX teams with leadership, clear direction/prioritization, effective resource allocation to achieve the business goals and ensure consistent brand voice across marketing platforms
Ensure outstanding in market execution of plans across OU, in partnership with Front-Line & C&CL

Skills

Brand Strategy

Growth Strategy

Marketing Leadership

Innovation Management

Stakeholder Partnership

Business Planning

Global Marketing

Consumer Experiences

Networking

Resource Allocation

The Coca-Cola Company

Global leader in non-alcoholic beverages

About The Coca-Cola Company

The Coca-Cola Company is a major player in the beverage industry, offering a variety of non-alcoholic drinks such as soft drinks, water, sports drinks, juices, and plant-based beverages. Its products are manufactured and distributed through a network of bottling partners who handle the production, packaging, and delivery of these beverages to consumers and businesses around the world. This extensive distribution system ensures that Coca-Cola products are widely available. Unlike many competitors, Coca-Cola benefits from strong brand recognition and a diverse portfolio of popular drinks, which helps it adapt to changing consumer tastes. The company's goal is to refresh the world and positively impact communities while maintaining a commitment to sustainability.

Atlanta, GeorgiaHeadquarters

1892Year Founded

IPOCompany Stage

Consumer GoodsIndustries

10,001+Employees

Risks

Acquisition of Billson’s Beverages may affect Coca-Cola's non-alcoholic brand image.

Economic pressures may reduce consumer spending on premium Coca-Cola products.

AI-driven campaigns could expose Coca-Cola to data privacy concerns and scrutiny.

Differentiation

Coca-Cola's vast distribution network ensures global product availability and market penetration.

Strong brand equity and marketing efforts drive consumer loyalty and market presence.

Commitment to sustainability initiatives enhances brand reputation and competitive edge.

Upsides

Growing demand for health-conscious beverages boosts Coca-Cola's low-sugar and functional drink offerings.

Direct-to-consumer sales channels enhance Coca-Cola's e-commerce presence and consumer engagement.

Popularity of plant-based diets allows Coca-Cola to expand its plant-based beverage line.

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