📌 Core Information
🔹 Job Title: Director, Brand Management, Fanta & Schweppes
🔹 Company: The Coca-Cola Company
🔹 Location: Shanghai, Shanghai, China
🔹 Job Type: Full-Time
🔹 Category: Marketing & Branding
🔹 Date Posted: May 27, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading brand growth strategies for Fanta and Schweppes across mainland China, Hong Kong, and Taiwan
- Driving equity and market share growth for both brands
- Managing brand P&L and financial efficiency
- Collaborating with global and local teams to deliver consistent consumer brand experiences
- Influencing the system to action with speed and importing/exporting winning ideas
ASSUMPTION: This role requires a strategic mindset, business acumen, and the ability to balance analytical thinking with creative problem-solving.
📋 Key Responsibilities
✅ Develop and execute brand growth strategies, business plans, and innovations to fuel equity and market share growth
✅ Lead and inspire a team of brand managers to deliver brand, business, and innovation plans
✅ Collaborate with cross-functional teams within marketing and other departments to ensure activation aligns with strategy and business requirements
✅ Keep a finger on the pulse of consumers, customer, and market trends, measuring business performance and marketing effectiveness
✅ Import and export winning ideas and work across the global Flavored Sparkling and marketing community
ASSUMPTION: This role involves a high degree of strategic planning, team leadership, and cross-functional collaboration.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (MBA preferred)
Experience: 10+ years of experience leading brand strategies and business plans in China, with a focus on B2C and FMCG businesses
Required Skills:
- Proven experience in brand architecture, brand positioning, and channel management
- Strong analytical skills and data-driven decision-making
- Excellent communication and leadership skills
- Native Chinese speaker with English fluency
Preferred Skills:
- Experience in market development categories and global experience
- Quality experience in social and e-commerce
ASSUMPTION: Candidates with experience in leading brands in China, particularly in the B2C and FMCG sectors, will be most competitive for this role.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a Director-level role in Shanghai, the estimated salary range is ¥500,000 - ¥800,000 per year. This is an estimate and the actual salary may vary based on experience and qualifications.
Benefits:
- Health, dental, and vision insurance
- Retirement savings plan with company match
- Paid time off and holidays
- Employee discounts on Coca-Cola products
Working Hours: Full-time position with a standard workweek of 40 hours, with the possibility of additional hours based on business needs
ASSUMPTION: The salary range provided is an estimate based on market research and may vary based on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: The Coca-Cola Company operates in the Food and Beverage Services industry, with a focus on non-alcoholic beverages
Company Size: The Coca-Cola Company has 10,001+ employees globally, providing a large and diverse work environment
Founded: The Coca-Cola Company was founded in 1886 and has since grown into one of the most globally-recognized brands in the world
Company Description:
- The Coca-Cola Company offers a portfolio of over 200 beverages, including Coca-Cola, Sprite, Fanta, smartwater, Dasani, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Goldpeak, Minute Maid, Simply, and fairlife
- The company is committed to bringing about real change, innovating its portfolio, and working with global partners to transform its business and grow it in more sustainable ways
- The Coca-Cola Company provides jobs and opportunities to local economies, employing 700,000 people throughout its global system alongside bottling partners
Company Specialties:
Company Website: http://www.coca-colacompany.com
ASSUMPTION: The Coca-Cola Company's extensive global presence and diverse product portfolio provide numerous opportunities for career growth and development.
📊 Role Analysis
Career Level: This role is at the Director level, requiring strategic decision-making and leadership skills
Reporting Structure: The Director, Brand Management, Fanta & Schweppes reports directly to the Senior Marketing Director and oversees a team of brand managers
Work Arrangement: This is an on-site role based in Shanghai, with the possibility of occasional travel (00% - 25%)
Growth Opportunities:
- Potential to lead brand management for additional brands within the Coca-Cola portfolio
- Opportunities to work on global campaigns and collaborate with international teams
- Possibility to progress to a senior leadership role within the marketing function
ASSUMPTION: This role offers significant growth opportunities for the right candidate, with the potential to make a real impact on the company's global brand portfolio.
🌍 Location & Work Environment
Office Type: The Coca-Cola Company's Shanghai office is a modern, collaborative workspace with a diverse and multicultural team
Office Location(s): One Coca-Cola Plaza, Atlanta, GA 30313, US (Global Headquarters); 20860 N Tatum Blvd, Phoenix, AZ 85050, US; 60 Deans Rhode Hall Rd, Monmouth Junction, NJ 08852, US; 1150 Sanctuary Pkwy, Alpharetta, GA 30009, US; and other locations worldwide
Geographic Context:
- Shanghai is a major commercial and financial hub in China, with a vibrant culture and numerous entertainment options
- The city is known for its modern skyline, historic landmarks, and diverse culinary scene
- Shanghai offers a mix of traditional and modern Chinese culture, with a growing expat community
Work Schedule: Standard workweek of 40 hours, with the possibility of additional hours based on business needs
ASSUMPTION: The diverse and multicultural work environment at The Coca-Cola Company's Shanghai office provides a unique opportunity to collaborate with talented professionals from around the world.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the HR department
- In-depth interviews with the hiring manager and other stakeholders
- Final round interviews, potentially including a case study or presentation
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Leadership and team management capabilities
- Cross-functional collaboration and communication skills
- Cultural fit and alignment with The Coca-Cola Company's values
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Demonstrate your understanding of the Chinese beverage market and the Fanta and Schweppes brands
- Prepare examples of your brand management experience and how you've driven growth and market share for leading brands
ATS Keywords: Brand strategy, brand management, Fanta, Schweppes, China, market development, global experience, social media, e-commerce
ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, leadership skills, and cultural fit with The Coca-Cola Company.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Google Workspace (Gmail, Google Drive, Google Docs)
- Social media platforms (WeChat, Weibo, Facebook, Instagram)
- Data analysis and visualization tools (Tableau, Power BI)
ASSUMPTION: The tools and technologies required for this role are standard for the marketing and brand management industry.
👔 Cultural Fit Considerations
Company Values:
- Leadership: We lead with our values, putting people first and doing the right thing
- Collaboration: We work better together, valuing the insights and experiences of our team members
- Innovation: We embrace change, continuously seeking new ideas and better ways to work
Work Style:
- Collaborative and team-oriented, with a focus on open communication and active listening
- Data-driven and analytical, with a strong emphasis on performance metrics and continuous improvement
- Adaptable and resilient, with the ability to thrive in a dynamic and changing environment
Self-Assessment Questions:
- Do you thrive in a collaborative and team-oriented work environment?
- Are you comfortable working with data and using it to inform decision-making?
- Do you have experience leading teams and driving results in a dynamic and changing environment?
ASSUMPTION: Candidates who demonstrate a strong fit with The Coca-Cola Company's values and work style will be most successful in this role.
⚠️ Potential Challenges
- Managing a team of brand managers with varying levels of experience and expertise
- Balancing the needs and priorities of multiple stakeholders, including global and local teams
- Adapting to a dynamic and changing business environment, with shifting priorities and market conditions
- Navigating the unique cultural and regulatory landscape of the Chinese beverage market
ASSUMPTION: The successful candidate will possess strong leadership, communication, and adaptability skills to overcome these potential challenges.
📈 Similar Roles Comparison
- This role is unique in its focus on leading brand management for two iconic beverage brands, Fanta and Schweppes, within the Coca-Cola portfolio
- Compared to other brand management roles, this position offers a high degree of strategic influence and global impact
- Career progression opportunities may include leading brand management for additional brands or advancing to a senior leadership role within the marketing function
ASSUMPTION: Candidates should consider the unique aspects of this role and how it aligns with their career goals and aspirations.
📝 Sample Projects
- Developing and executing a brand growth strategy for Fanta, driving recruitment and market share growth in mainland China and Hong Kong
- Leading a cross-functional team to launch a new Schweppes product variant, targeting a specific consumer segment and driving trial and repeat purchases
- Conducting a comprehensive brand audit and competitive analysis for both Fanta and Schweppes, identifying opportunities for brand positioning, messaging, and activation
ASSUMPTION: These sample projects illustrate the strategic and cross-functional nature of the brand management responsibilities for Fanta and Schweppes.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics for the brand management team, and how this role fits within the broader marketing organization?
- How does The Coca-Cola Company support the growth and development of its brand management professionals, and what opportunities exist for career progression within the marketing function?
- What are the key priorities for Fanta and Schweppes in the first 90 days, and how can I contribute to driving success for these brands?
- How does The Coca-Cola Company approach collaboration and information sharing across its global network of marketing professionals, and what opportunities exist for working with international teams?
- What are the most significant challenges facing the Fanta and Schweppes brands in the Chinese market, and how can this role address these issues?
ASSUMPTION: Asking these questions will help candidates better understand the role, the team, and the company, and demonstrate their interest and engagement in the opportunity.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role, emphasizing your brand management experience and success in driving growth and market share for leading brands
- Prepare examples of your brand management experience and how you've driven growth and market share for leading brands
- Follow up with the hiring manager one week after submitting your application to express your continued interest in the opportunity
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
