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Brand Manager

The Coca-Cola Company

  • Location: Shanghai, China - CHN
  • Post Date: 8/14/2019
  • Job Type: FULL TIME
  • Post End Date: October 30 - 2019
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Job ID: R-32369

Job Description Summary





Travel Required:

Relocation Provided:

Job Posting End Date:

October 30, 2019


Job Description Summary:

Implements a marketing/sales strategy for one or more of the organization's products/services to meet established sales or market share targets; conducts market research; monitors and analyzes product performance, market trends, consumer behavior etc.; monitors sales volume, revenues and costs against forecasts; oversees product development and design. Individual contributor that is fully proficient in applying established standards; knowledge base acquired from several years of experience in particular area; works independently; may coach other professionals.

Marketing Planning

  • Support line manager in developing the overall strategic portfolio and brand plan which drives brand's volume, profit and share objectives, as well as building brand equity
  • Monitor competitive activities, brand health and brand share. Develop analysis, implications and recommendation for respective brand
  • Consumer Insights:Work with in-house and external research agencies to manage research projects execution Cascade the learnings to advertising agency, bottlers and within internal system

Performance Management

  • Monthly track CY & ID volume and brand performance, with key conclusions on the result and the analysis on the reasons/factors that lead to such results

Advertising Development

  • Support line manager in managing creative development and key milestones delivery for respective brand
  • Monitor the execution of all projects and ensure prompt delivery in relation to overall marketing schedule
  • Drive and manage POSM and merchandising tools development via working closely with ad agency and regions


  • Work closely with in-house media team and agency to develop effective media briefing for respective brand TVC media placement
  • Monitor competitive media spending and make analysis and recommendation on respective brand media investment
  • Support Line Manager to drive innovative media ideas and execution

New Products and Package Development

  • Manage and lead the commercialization process for new product/packaging launch via working closely with related functions and advertising agencies
  • Work with research team to execute all research projects and utilize the key findings to refine and optimize product formulation and packaging ideas
  • Lead the development of marketing materials ie POSM, channel activation tools, to support the launch
  • Monitor new product launch in market result and develop fact based analysis and conclusions
  • Support Line Manager in uploading BAM documents in the system in a timely manner


  • Work with ad agency and promotion agency to propose promotion ideas that will build brand equity and drive brand volume
  • Lead the execution of brand promotions including the development of marketing materials, coordinating with regions on promotion plan
  • Monitor promotion progress, consolidate promotion results and develop learnings and recommendations

DME Control

  • Check and monitor DME spending on each related project
  • Monitor DME spending status to make sure that all planned projects are delivered within the budget


Accelerates Growth

  • Drives Innovative Business Improvements (Proficient)
  • Balances Immediate and Long-Term Priorities (Proficient)

Drives Execution

  • Delivers Results (Proficient)
  • Imports and Exports Good Ideas (Proficient)

Unleashes Potential

  • Develops and Inspires Others (Proficient)
  • Lives the Values (Proficient)

Functional Skills

  • Understanding consumers and develop insights (Proficient)
  • Understanding of how to define brand positioning and architecture and build brands & brand equity (Proficient)
  • Brand and business health analysis (Proficient)
  • Creating consumer marketing objectives, strategies & plans (Proficient)
  • Create locally relevant brand communications (Proficient)
  • Seeking innovative platforms/plans to connect w/ consumers (Proficient)
  • Financial analysis (Proficient)
  • Revenue management / BPPC (understand channel, pack, price dynamics, etc.) (Competent)
  • Portfolio management (Proficient)
  • New product development and CSD innovation competencies (Proficient)
  • Media management (Proficient)
  • Understands how to utilize marketing assets and strategic alliances to create stronger connections w/ consumers (Proficient)
  • Create profitable volume driving promotions (Proficient)
  • Understand how to leverage & best manage agencies (briefs, evaluations, etc.) (Proficient)
  • Independent Judgment: Typically receives assignments in the form of results expected, due dates and general procedures. Work consists of a variety of tasks/responsibilities where specific procedures do not exist.

    Knowledge & Experience: 3-5 years of marketing experience in multinational FMCG companies

  • Education & Professional Qualification:Bachelor degree or above, preferably in Marketing or related field

  • Language Requirements:Excellent written and oral English & Chinese skills

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.

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