Brand Manager - Sweetened Tea at Coca-Cola

Location(s): China
City/Cities: Shanghai

Travel Required:

Relocation Provided:
Job Posting End Date: Not Available


Job Description Summary:

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 and analysis brand performance, using both internal and external data, generate insight & learnings to sharpen future plan
  • Closely monitor competitors’ move and performance to access risk and learnings

Creative Content 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

Connection Planning Development

  • Work closely with connection planning team and agency to develop effective connection plan to bring creative idea to life
  • Monitor competitive media spending and make analysis and recommendation on respective brand media investment
  • Support Line Manager to drive innovative connection ideas and execution
  • Closely work and negotiate with bottlers & cross functions to implement brand plan and trade activations

New Products and Package Development

  • Lead and work with different functions on the whole NPD development process from consumer insight, validation, formulation development, commercialization, product launch & tracking

DME Management

  • Monitor DME spending status to make sure that all planned projects are delivered within the budget

Core Competency:

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 / OBPPC (understand Occasion, Brand, Price, Pack, Channel etc.) (Competent)
  • Portfolio management (Proficient)
  • New product development 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)

Skills: Brand Building, Brand Performance, Brand Strategy, Campaign Development, Customer Insights, Marketing Campaigns, Marketing Planning, Marketing Strategies

Our Purpose and Growth Culture:

We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.

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