Senior Manager, Brand Management, Fanta & Schweppes at The Coca-Cola Company

Shanghai, China

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Not SpecifiedCompensation

Senior (5 to 8 years)Experience Level

Full TimeJob Type

UnknownVisa

Beverages, Consumer GoodsIndustries

Requirements

6-10 years of experience developing and executing brand strategies and business plans on leading brands in China, focused on B2C and FMCG businesses (market development category experience and global experience a plus)
Business analytics skills including market share, shipment performance, channel performance, etc
Performance management and budget planning
Deeper understanding of consumer insights
Quality experience on social & EC (a must)
Multi-national company experience, leading direct and indirect teams, and working in large multi-functional and cross-geography teams
Solid communication skills
English fluency (required); Chinese fluency ideal

Responsibilities

Develop and execute brand growth strategies, business plans, and innovations to fuel equity and market share growth for Fanta and Schweppes across mainland China, Hong Kong, and Taiwan
Master and own global brand architectures and standards, local human insights, and market reality to fuel brand and business, inspire partners, and deliver consistent consumer brand experiences
Fully involve and lead in partially Fanta initiatives and Schweppes E2E strategy to ensure activation landing aligns with strategy and business requirements
Bring new initiatives to the system, especially on Social & EC knowledge, to accelerate the two social-first brands
Collaborate within the marketing function across the networked organization globally, locally, and in other OUs for GC&M led campaigns as well as other OU led campaigns
Work cross-functionally with Creative, IMX, Frontline Marketing, Customer Commercial and Franchise, Finance, Technical and R&D, bottler marketing, and sales teams
Keep a finger on the pulse of consumers, customers, and market; constantly measure business performance and marketing effectiveness
Influence the system to action with speed

Skills

Key technologies and capabilities for this role

Brand StrategyBusiness PlanningInnovationConsumer InsightsMarket AnalysisSocial MediaE-commerceCross-functional CollaborationGlobal Brand ManagementLeadership

Questions & Answers

Common questions about this position

What is the location for this Senior Manager role?

The position is based in Shanghai, China, with travel required at 00% - 25%. Relocation is not provided.

What experience is required for this position?

Candidates need 6-10 years of experience developing and executing brand strategies and business plans on leading brands in China, focused on B2C and FMCG businesses. Additional pluses include market development category experience and global experience.

What key skills are essential for success in this role?

Essential skills include business analytics (market share, shipment, channel performance), performance management, budget planning, deeper understanding of consumer insights, quality experience on social & EC, solid communication skills, English fluency (Chinese ideal), and leading direct/indirect teams in multi-functional/cross-geography settings.

What is the company culture like at The Coca-Cola Company?

The company is nurturing an inclusive culture that is growth-oriented, with a networked organization emphasizing collaboration across global, local, and other teams.

What makes a strong candidate for this Senior Manager position?

A strong candidate is a passionate, business-driven marketer who combines brand strategy, business acumen, analytical skills, creativity, leadership, and influencer abilities, with proven success in FMCG brand growth in China and expertise in social & EC.

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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