📌 Core Information
🔹 Job Title: Senior Manager, Brand Management, Costa RTD
🔹 Company: The Coca-Cola Company
🔹 Location: Shanghai, China
🔹 Job Type: Full-Time
🔹 Category: Brand Management
🔹 Date Posted: May 29, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing annual brand plans to accelerate Costa RTD's sustainable growth and consumer recruitment
- Evolving brand propositions to enhance brand power and drive drinker recruitment
- Designing, piloting, and establishing an efficient investment formula based on category, business, competitor landscape, and system capability
- Leading integrated marketing campaigns (IMC) for annual thematic and winter campaigns to enhance equity, expand drinker base, and key occasion building
- Conducting brand business diagnosis and analysis to lead holistic reviews, problem identification, and routine performance tracking
- Collaborating with cross-functional teams and bottlers to drive alignment and execution
ASSUMPTION: This role requires a strategic thinker with a consumer-centric mindset and experience in leading brand strategy development, IMC, social media, and e-commerce. Experience in managing challenger stage brands and segmented approach brand building is a plus.
📋 Key Responsibilities
✅ Develop annual brand plans and identify growth opportunities for Costa RTD
✅ Lead investment strategy and integrated marketing campaigns to enhance brand equity and consumer recruitment
✅ Evolve brand propositions to build consumer-centric differentiation and enhance brand power
✅ Design, pilot, evolve, and establish an efficient investment formula based on category, business, competitor landscape, and system capability
✅ Lead IMC for annual thematic and winter campaigns to enhance equity, expand drinker base, and key occasion building
✅ Conduct brand business diagnosis and analysis to lead holistic reviews, problem identification, and routine performance tracking
✅ Collaborate with cross-functional teams and bottlers to drive alignment and execution
ASSUMPTION: The role involves a high degree of ambiguity and requires the ability to think outside the box, drive alignment, and make things happen.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 5+ years of fast-tracking work experience with international brands, preferably in F&B or FMCG industries
Required Skills:
- Consumer-centric and entrepreneurial mindset
- Solid experience in leading brand strategy development, IMC, social media, and e-commerce
- Good at dealing with ambiguity, thinking out of the box, driving alignment, and making things happen
- Good leadership and influencing skills to collaborate and drive alignment internally and externally
Preferred Skills:
- Knowledge or expertise of the coffee category
ASSUMPTION: Experience in managing challenger stage brands and segmented approach brand building would be highly beneficial for this role.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a senior manager role in brand management within the F&B industry in Shanghai, the estimated salary range is ¥450,000 - ¥650,000 per year. This estimate takes into account the candidate's experience level and the company's size and industry.
Benefits:
- Health insurance and retirement plans
- Employee discounts on Coca-Cola products
- Opportunities for professional development and growth
Working Hours: Full-time position with a standard workweek of 40 hours, with some flexibility for occasional overtime or weekend work as needed
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's qualifications and the company's final decision.
📌 Applicant Insights
🔍 Company Context
Industry: The Coca-Cola Company operates in the Food and Beverage Services industry, with a focus on non-alcoholic beverages. The company is a global leader in its industry, with a strong presence in China.
Company Size: The Coca-Cola Company has over 10,000 employees worldwide, making it a large corporation with a well-established brand and extensive resources. This size offers opportunities for career growth and development within the organization.
Founded: The Coca-Cola Company was founded in 1886 and has since grown into a multinational corporation with operations in over 200 countries and territories.
Company Description:
- The Coca-Cola Company is a global leader in the beverage industry, offering a portfolio of over 200 brands, 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: www.coca-colacompany.com
ASSUMPTION: The Coca-Cola Company is a well-established and respected brand in the beverage industry, with a strong global presence and a commitment to sustainability and innovation.
📊 Role Analysis
Career Level: This role is a senior management position, reporting directly to the Costa RTD brand director. The role requires strategic thinking, leadership, and the ability to drive results through collaboration and influence.
Reporting Structure: The senior manager, brand management, Costa RTD will report directly to the Costa RTD brand director and work closely with cross-functional teams and bottlers to drive alignment and execution.
Work Arrangement: This is an on-site role based in Shanghai, China, with occasional travel required (00% - 25%).
Growth Opportunities:
- Potential career progression within the brand management function or into other areas of the business, such as marketing, sales, or general management
- Opportunities to work on high-impact projects and initiatives that drive business growth and innovation
- Exposure to a global organization with a strong brand and extensive resources, providing opportunities for learning and development
ASSUMPTION: This role offers significant opportunities for career growth and development within a large, global organization.
🌍 Location & Work Environment
Office Type: The Coca-Cola Company's Shanghai office is a modern, professional environment with a collaborative and dynamic culture.
Office Location(s): The company's Shanghai office is located in the city's central business district, providing easy access to public transportation and amenities.
Geographic Context:
- Shanghai is a major commercial and financial hub in China, with a vibrant business ecosystem and a diverse cultural scene
- The city is home to a large and growing consumer market, with a strong demand for high-quality beverages
- Shanghai offers a high quality of life, with excellent dining, entertainment, and recreational opportunities
Work Schedule: The standard workweek is 40 hours, with some flexibility for occasional overtime or weekend work as needed. The role may require occasional travel (00% - 25%).
ASSUMPTION: The work environment is dynamic and fast-paced, with a strong focus on collaboration, innovation, and results-driven performance.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the HR team
- In-depth interviews with the hiring manager and cross-functional team members
- Final interview with the Costa RTD brand director
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Leadership and influencing abilities
- Consumer-centric mindset and understanding of the Chinese beverage market
- Experience in managing challenger stage brands and segmented approach brand building
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 competitive landscape for Costa RTD
- Prepare examples of your brand management experience, focusing on strategic thinking, innovation, and results-driven performance
ATS Keywords: Brand Management, Strategic Thinking, Consumer-Centric, Leadership, Influencing Skills, Business Acumen, Integrated Marketing Communications, Social Media, E-Commerce, Problem Identification, Performance Tracking, Collaboration, Creativity, Entrepreneurial Mindset, Ambiguity Management, Segmented Investment Strategy
ASSUMPTION: The interview process is designed to assess the candidate's strategic thinking, leadership, and cultural fit with the organization.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Google Workspace (Gmail, Google Drive, Google Docs)
- Social media platforms (WeChat, Weibo, TikTok)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
ASSUMPTION: The tools and technologies required for this role are standard for the brand management function and can be learned on the job if necessary.
👔 Cultural Fit Considerations
Company Values:
- Leadership: We lead with courage, through our words and actions, every day
- Collaboration: We succeed together
- Integrity: We act with honesty and fairness in all we do
- Accountability: We take personal responsibility for our performance in all our work, every day
- Quality: We deliver the highest quality standards in everything that we do
Work Style:
- Dynamic and fast-paced environment
- Collaborative and cross-functional teamwork
- Results-driven and performance-oriented culture
Self-Assessment Questions:
- Do you have experience leading brand strategy development and execution in a fast-paced, dynamic environment?
- Are you comfortable working with ambiguity and thinking outside the box to drive alignment and make things happen?
- Do you have strong leadership and influencing skills, with the ability to collaborate and drive alignment internally and externally?
ASSUMPTION: The Coca-Cola Company values a diverse and inclusive work environment, with a strong focus on collaboration, innovation, and results-driven performance.
⚠️ Potential Challenges
- Managing a challenger stage brand in a competitive market with a dominant leading player and rapid growth competitors
- Developing and executing segmented investment strategies to optimize resource allocation and drive business growth
- Collaborating effectively with cross-functional teams and bottlers to drive alignment and execution
- Adapting to a dynamic and fast-paced work environment with a high degree of ambiguity
ASSUMPTION: These challenges require a strategic thinker with strong leadership and influencing skills, as well as the ability to work effectively in a collaborative and cross-functional environment.
📈 Similar Roles Comparison
- This role differs from other brand management positions in its focus on managing a challenger stage brand in a competitive market and developing segmented investment strategies to drive business growth
- Within the beverage industry, this role is unique in its focus on the RTD coffee category and the competitive landscape in China
- Career progression in this role could lead to other senior management positions within the brand management function or other areas of the business, such as marketing, sales, or general management
ASSUMPTION: This role offers unique opportunities for career growth and development within a large, global organization.
📝 Sample Projects
- Developing an annual brand plan for Costa RTD, including clear growth pillars to accelerate sustainable growth and consumer recruitment
- Evolving the brand proposition to build consumer-centric differentiation and enhance brand power
- Designing, piloting, and establishing an efficient investment formula based on category, business, competitor landscape, and system capability
ASSUMPTION: These sample projects demonstrate the strategic thinking, leadership, and brand management skills required for this role.
❓ Key Questions to Ask During Interview
- What are the key priorities for this role in the first 90 days?
- How does this role collaborate with cross-functional teams and bottlers to drive alignment and execution?
- What are the key challenges facing Costa RTD in the Chinese market, and how can this role address them?
- What opportunities are there for career growth and development within the brand management function or other areas of the business?
- How does the company support work-life balance for its employees?
ASSUMPTION: These questions demonstrate the candidate's interest in the role, the company, and the opportunity for career growth and development.
📌 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, with a focus on brand management, strategic thinking, and leadership
- Prepare examples of your brand management experience, focusing on strategic thinking, innovation, and results-driven performance
- Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
