📌 Core Information
🔹 Job Title: Manager, Brand Management
🔹 Company: The Coca-Cola Company
🔹 Location: Shanghai, China
🔹 Job Type: Full-Time, On-site
🔹 Category: Brand Management
🔹 Date Posted: May 20, 2025
🔹 Experience Level: 3-5 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Driving business growth through strategy development and execution
- Leading cross-functional teams and stakeholders to deliver consumer targets and business goals
- Managing brand initiatives, including new product development and market landscape assessment
- Collaborating with internal and external teams to develop and execute marketing communications plans
- Analyzing market and consumer environments to form strategic recommendations
ASSUMPTION: This role requires a strategic mindset, strong project management skills, and the ability to work effectively with cross-functional teams.
📋 Key Responsibilities
✅ Develop and execute brand strategic business plans and annual business plans to drive sustainable business growth
✅ Create compelling local competition defense strategies, including brand edge enhancement, innovation strategy, and activation plans
✅ Plan and execute brand initiatives, including products, packages, communications, and promotional activities
✅ Lead and collaborate with internal and external cross-functional teams and business stakeholders
✅ Drive marketing communications plans and manage marketing budgets
✅ Conduct brand business diagnosis, holistic analysis, and performance tracking
ASSUMPTION: The role involves a mix of strategic planning, project management, and cross-functional collaboration, with a focus on driving business growth and consumer targets.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 3-5 years of experience in brand/product marketing within FMCG, including new product development and strategy development
Required Skills:
- Strong passion and responsibility to deliver results
- Consumer-centric mindset and strategic thinker
- Curiosity about consumers, trends, beverage industry, and our brands
- Ability to analyze complex market and consumer environments and form own recommendations
- Strong project management and interpersonal skills
- Good leadership and communication skills to involve many stakeholders internally and externally
- Collaboration, teamwork, positive belief, and sense of responsibility
Preferred Skills:
- Fluency in Mandarin and English
- Experience working in a multinational corporation
ASSUMPTION: Given the role's focus on strategy development and cross-functional leadership, candidates with relevant experience and strong analytical and communication skills are likely to succeed.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a Manager, Brand Management role in Shanghai, the estimated salary range is ¥350,000 - ¥500,000 per year (approximately USD $50,000 - $70,000).
Benefits:
- Competitive benefits package, including health insurance and retirement plans
- Opportunities for professional development and growth
- Dynamic and inclusive work environment
Working Hours: Full-time, Monday to Friday, with occasional overtime as needed
ASSUMPTION: The salary range is an estimate based on market research and may vary depending on the candidate's experience and qualifications. The benefits package is subject to change and may vary by location.
📌 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 over 10,000 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 world's most recognizable brands.
Company Description:
- From its roots at the counter of a local Atlanta pharmacy, The Coca-Cola Company has grown to offer more than 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, working with global partners to transform its business, and providing jobs and opportunities to local economies.
- The Coca-Cola Company is dedicated to refreshing the world and making a difference, employing over 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 commitment to sustainability and innovation make it an attractive employer for candidates seeking a dynamic and impactful work environment.
📊 Role Analysis
Career Level: This role is a mid-level management position, offering opportunities for growth and development within the brand management function.
Reporting Structure: The Manager, Brand Management reports directly to the Category Head and is responsible for leading cross-functional teams and key stakeholders across the system.
Work Arrangement: This is an on-site, full-time position with occasional overtime as needed. The role may require up to 25% travel.
Growth Opportunities:
- Progression to senior brand management or category management roles
- Expansion into other regions or business units within the company
- Development of leadership and strategic planning skills
ASSUMPTION: Given the company's size and global presence, there are ample opportunities for career growth and development within the brand management function.
🌍 Location & Work Environment
Office Type: The Coca-Cola Company's Shanghai office is a modern, collaborative workspace designed to foster innovation and creativity.
Office Location(s): The Coca-Cola Company's Shanghai office is located in the Pudong New Area, offering easy access to public transportation and amenities.
Geographic Context:
- Shanghai is a major commercial and financial hub in China, offering a vibrant and dynamic work environment
- The city is known for its rich history, diverse culture, and modern infrastructure
- Shanghai offers a mix of traditional and contemporary attractions, as well as a wide range of dining and entertainment options
Work Schedule: The work schedule is typically Monday to Friday, with occasional overtime as needed to meet project deadlines or business demands.
ASSUMPTION: The Shanghai office provides a modern and collaborative work environment, with easy access to amenities and a vibrant city culture.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the HR department
- In-person or video interview with the hiring manager and/or cross-functional team members
- Final interview with the Category Head or another senior leader
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Cross-functional leadership and collaboration
- Communication and presentation skills
- Cultural fit and alignment with company values
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Demonstrate your understanding of the beverage industry and The Coca-Cola Company's brand portfolio
- Prepare examples of your strategic planning and cross-functional leadership experiences
ATS Keywords: Brand Management, Strategy Development, Project Management, Consumer Insights, Market Analysis, Cross-Functional Leadership, Communication Skills, Teamwork, Innovation Strategy, Performance Tracking, Budget Management, Curiosity, Agility, Inclusivity, Collaboration, Responsibility
ASSUMPTION: The interview process is designed to assess the candidate's strategic thinking, leadership, and cultural fit, with a focus on their ability to drive business growth and deliver results.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Project management tools (e.g., Asana, Trello, Microsoft Project)
- Data analysis and visualization tools (e.g., Excel, Tableau, Power BI)
- Marketing automation and CRM tools (e.g., Salesforce, Marketo, HubSpot)
ASSUMPTION: The role requires proficiency in Microsoft Office Suite and project management tools, as well as familiarity with data analysis and marketing automation tools.
👔 Cultural Fit Considerations
Company Values:
- Leadership: We lead with courage, through our words and actions, and by setting the highest standards for ourselves and our company
- Collaboration: We succeed together, respecting each other's views and valuing the power of diverse perspectives
- Integrity: We are honest, fair, and straightforward in all that we do
Work Style:
- Dynamic and fast-paced work environment
- Cross-functional collaboration and teamwork
- Focus on results and delivery
Self-Assessment Questions:
- Do you have a proven track record of driving business growth through strategic planning and execution?
- Are you comfortable working in a dynamic and collaborative cross-functional environment?
- Do you thrive in a fast-paced and results-driven work environment?
ASSUMPTION: The Coca-Cola Company values a diverse and inclusive work environment, with a focus on collaboration, integrity, and leadership. Candidates who align with these values and thrive in a dynamic and fast-paced work environment are likely to succeed in this role.
⚠️ Potential Challenges
- The role may require occasional travel and overtime to meet project deadlines or business demands
- The fast-paced and dynamic work environment may be challenging for candidates who prefer a more structured or predictable work environment
- The role involves working with a diverse range of stakeholders, which may require strong communication and interpersonal skills to manage conflicting priorities or expectations
- The competitive beverage market may present challenges in driving business growth and maintaining market share
ASSUMPTION: While the role presents several challenges, it also offers opportunities for growth, development, and impact within a dynamic and global organization.
📈 Similar Roles Comparison
- Compared to other brand management roles, this position places a greater emphasis on strategic planning and cross-functional leadership
- Within the beverage industry, this role is unique in its focus on driving business growth through a combination of strategy development, market analysis, and cross-functional collaboration
- In terms of career path, this role offers opportunities for progression into senior brand management or category management positions, as well as potential expansion into other regions or business units
ASSUMPTION: This role is unique in its focus on strategic planning, cross-functional leadership, and business growth within the beverage industry, offering opportunities for career growth and development within a global organization.
📝 Sample Projects
- Developing a comprehensive brand strategy and annual business plan to drive sustainable business growth for a key brand within the Coca-Cola portfolio
- Conducting a market landscape assessment and competitive analysis to inform brand positioning and innovation strategy
- Leading a cross-functional team to execute a major brand campaign or product launch, including market research, planning, and execution
ASSUMPTION: These sample projects illustrate the strategic planning, cross-functional leadership, and execution components of the role, as well as the opportunity to work with a diverse range of stakeholders and teams.
❓ Key Questions to Ask During Interview
- Can you describe the most challenging brand management situation you've faced and how you approached it?
- How does the company support the growth and development of brand management professionals?
- What are the key priorities for this role in the first 90 days?
- How does the company approach innovation and new product development within the brand management function?
- What is the company's approach to work-life balance and employee well-being?
ASSUMPTION: These questions are designed to assess the candidate's strategic thinking, cultural fit, and understanding of the role's priorities and expectations.
📌 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
- Prepare examples of your strategic planning and cross-functional leadership experiences to discuss during the interview
- Research The Coca-Cola Company's brand portfolio and industry trends to demonstrate your understanding of the business and market landscape
- Follow up with the HR department one week after submitting your application to confirm receipt and inquire about the next steps in the interview process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
