Director, Off Premise Channel planning at The Coca-Cola Company

Shanghai, China

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Not SpecifiedCompensation

Expert & Leadership (9+ years)Experience Level

Full TimeJob Type

UnknownVisa

Beverages, FMCG, Consumer GoodsIndustries

Requirements

Bachelor’s degree or above in Business, Marketing, or a related field
Minimum of 8-10 years of experience in commercial management within the Consumer Packaged Goods (CPG) industry
Proven expertise in PicOS development and OBPPC integration
Strong understanding of shopper insights, channel strategies, and VTM processes
Experience in developing segmented channel PicOS and digital shelf design
Demonstrated ability to synchronize ATL and BTL marketing resources
Excellent analytical, strategic planning, and project management skills
Ability to work collaboratively with cross-functional teams and stakeholders
Strong leadership and effective communication skills
English & Mandarin proficiency
Skills: Branding, Channels Strategy, Conversion Rate, Customer Insights, Demand Generation, Google Analytics, Influencing, Key Performance Indicators (KPI), Leadership, Marketing, Marketing Insights, Marketing Strategies, Market Segmentation, Product Commercialization, Sales Channel Development, Strategy Development

Responsibilities

Develop and integrate PicOS based on shopper insights and channel strategies
Align OBPPC strategies with VTM processes and customer solutions to drive commercial performance
Follow shopper segmented strategies to develop segmented channel PicOS
Drive channel basket incidence by connecting PicOS with occasion and brand strategies
Build and implement off-premise channel PACE strategies to drive market growth
Study hot spot effectiveness and develop activation and POSM tools to enhance market presence and consumer engagement
Develop Omni-channel PicOS and evolve digital shelf design to provide a consistent and effective consumer experience across all touchpoints
Develop channel plans to support Category IWP execution in the market and drive transactions
Ensure effective end-to-end execution of PicOS in collaboration with BG and Franchise teams
Continuously monitor and assess the ROI of commercial investments
Optimize investment effectiveness to maximize returns and drive business growth
Establish and enhance system capabilities for PACE strategies and 360-degree Integrated Activation
Ensure seamless execution and consistent impact across multiple channels and platforms

Skills

PicOS Development

OBPPC Strategy

VTM Processes

Shopper Insights

Channel Planning

PACE Strategy

POSM Tools

Omni-channel PicOS

Digital Shelf Design

ROI Analysis

Integrated Activation

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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