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Coca-Cola TM Director

The Coca-Cola Company

  • Location: Tokyo, Japan - JPN
  • Post Date: 7/12/2019
  • Job Type: FULL TIME
  • Post End Date: August 26 - 2019
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Job ID: R-30834

Job Description Summary

Location(s):

Japan

City/Cities:

Tokyo

Travel Required:

Relocation Provided:

Job Posting End Date:

August 26, 2019

Shift:

Job Description Summary:

Drive Coca-Cola One Brand Strategy & Execution:
Translate Coca-Cola brand equity building into the entire business uplift in Japan Market. Lead Coca-Cola TM incidence growth to deliver short, mid, and long-term growth target by collaborating with both global Sparkling community and Japan Bottlers.

The responsibility includes 1) SBP and ABP development lead, 2) Incidence growth strategy and execution through ritual building in key drinking moments, revenue rich innovation development launch, and brand campaign execution with right OBPPC (Occasion, Brand, Price, Package and Channel) proposal, 3) Contribution to capability development of brand managers.

The candidate needs flexible and inclusive mindset to learn Japan market, cultural context, and Japanese communication style.

Not simply importing the practice from other countries, but the candidates are encouraged to translate the global winning example into the best localized execution to capture Japanese consumer insights.

JOB SUMMARY: 

  • Drive Coca-Cola One Brand Strategy & Execution:
    Translate Coca-Cola brand equity building into the entire business uplift in Japan Market. Lead Coca-Cola TM incidence growth to deliver short, mid, and long-term growth target by collaborating with both global Sparkling community and Japan Bottlers.
  • The responsibility includes 1) SBP and ABP development lead, 2) Incidence growth strategy and execution through ritual building in key drinking moments, revenue rich innovation development launch, and brand campaign execution with right OBPPC (Occasion, Brand, Price, Package and Channel) proposal, 3) Contribution to capability development of brand managers.

KEY DUTIES/RESPONSIBILITIES (% of Time):

  • Coca-Cola SBP and ABP planning and alignment with Global team - 30%
  • Ritual building strategy and execution lead - 30%
  • Innovation development and launch lead with alignment in Gate meeting - 30%
  • Team capability development - 10%

COMMUNICATION COMPLEXITIES:

Key contacts within the company related to planning and development:

-  Atlanta Sparkling team (Brand, IMC, and R&D)

-  MC members in Japan BU incl CGO (Chief Growth Office) and CMO (Chief Marketing Officer)

-  Marketing Leadership Team (CMO and the other category head VP)

-  Director / Group Manager in Strategic Planning, Knowledge & Insights

-  Director / Group Manager in Finance

-  Director/ Group Manager in Technical

-  Director / Group Manager in Japan R&D

-  Director / Group Manager in PAC

-  Director / Group Manager in IMC (Integrated Marketing Communication) team

-  Director / Group Manager in Customer/Commercial Franchise Leadership team

Key contacts outside the company related to planning and development:

-  Planning leader /Trade-Marketing Team in Bottlers and Bottler-joint companies

-  Account Manager in Creative agencies, primarily Dentsu
 

Other contacts outside the company related to marketing planning and its execution include:

-  Planning Staff/Group Manager in Research agencies

ANALYSIS:

Most typical problems to be solved include:

  • Consumer behaviour trend and attitude to sparkling under dynamic category change
  • Define the opportunity to drive incidence growth through proposing strong recruitment plan from category non-users and competitor's heavy users.
  • High quality execution with limited amount of resources (time, budget, talent)

JUDGMENT AND DECISION MAKING:

JUDGEMENT:

  • Business result (NSR, Value Share)
  • Quality of collaboration w/ global and local
  • Agility to take action with strong passion for both self improvement and team capability building

RECOMMENDATION:

  • Quality of the rationale for business growth forecasting, and competitive analysis.
  • Coca-Cola Ritual Building and New Innovation launch plan for incidence growth
  • Quality of IMC execution contributing to incidence growth and Brand Equity

INNOVATION

  • New product with new proposition, new package, new equipment, new route-to- market innovation

SUPERVISORY RESPONSIBILITIES

  • None

QUALIFICATIONS / COMPENTENCIES / SKILLS:

Is this position a: Leader of Self

Leader of Others: Yes

Leader of Leaders:

  • Strategic Thinker and commitment for execution
  • Consumer centric mind set
  • Lead by example of Growth Behavior (Curiosity, Inclusive, V1.0,2.0,3.0, and/or Empowerment)
  • Global communication skill to participate in global community and good for importing and exporting winning case from/to other countries.
  • Open to new Innovation
  • Full of curiosity to identify opportunity for growth by analyzing complex consumer & market data
  • Rich understanding of Coca-Cola business model (Both BU side and Bottler side)
  • Passion for learning Coca-Cola System business / value chain in Japan
  •     Language Skill; English
        Japanese is not the must, but the candidate need flexible and inclusive mindset to learn    
        Japan market, cultural context., and Japanese communication style.

EDUCATIONAL REQUIREMENTS:

Education Required

Level of Certificate

University/Bachelors degree - Yes

Postgraduate/Masters degree - Plus

PREFERRED QUALIFICATIONS:

  • Strong Power Point, market data development and storytelling skills.
  • Skills to analyse complex consumer /market data and form recommendation
  • Good IT system /computer literacy (e.g. MS Word, Excel, PowerPoint, Outlook)

ADDITIONAL INFORMATION:

The Sparkling Market in Japan has been growing over year under fierce competition. As the leader of Sparkling category, Coca-Cola TM has been playing the role of driving market growth and outpacing the competition by stabilizing core business and leading innovation.

Japanese consumers have been more matured and sophisticated, and we further need to understand how quickly the market has been changing and how consumer's motivation to select sparkling beverage has been changing.

Under this market dynamics, Coca-Cola TM core business needs to enrich its portfolio for both core and innovation, and establish winning drinking moment, with building Coca-Cola Consumption ritual in key drinking moments such as Break Away From Home (AFH), Energy On The Run, With Meal, and Screen Time.

To enable sustainable growth, we need to seek aggressive drinker recruitment with brand love building. Then, leveraging our asset for Tokyo 2020 Olympic will generate huge consumption opportunity, which Coca-Cola TM must maximize and win.

The person in charge of this role requires to demonstrate the capability for both art and science, strong leadership in strategy and execution planning, creative thinking to drive transaction, and great collaboration skill with both global and local. The passion for the achievement, challenging the status quo, and learning and adapting into Japanese cultural context  is highly preferable attitude to take this role.

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.

Curious

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.

Empowered

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.

Inclusive

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.

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