Senior Manager, Brand Management, Sprite

📌 Core Information

🔹 Job Title: Senior Manager, Brand Management, Sprite

🔹 Company: The Coca-Cola Company

🔹 Location: Shanghai, China

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: May 13, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Localizing global brand strategies for Sprite in China
• Driving portfolio strategy design and innovation development
• Leading new product launches and ensuring campaign alignment
• Collaborating with global, local, and cross-functional teams
• Working with bottler marketing and sales teams

ASSUMPTION: This role requires a strategic thinker with strong business acumen, analytical skills, and the ability to influence and lead cross-functional teams.

📋 Key Responsibilities

✅ Localize global brand strategies with local human insights and market reality to fuel brand and business growth

✅ Drive portfolio strategy design and innovation development, working with global teams to lead GCM OU innovation hub and create new product launches in China

✅ Lead E2E strategy with campus campaigns, experiential music campaigns, and Chinese New Year activations to ensure alignment with strategy and business requirements, and bring new initiatives to accelerate brand and innovation growth

✅ Find growth opportunities for Sprite consumers and weekly+ recruitment through consistency ritual building, outstanding contents, annual media strategy, integrated E2E communication strategy, and system engagement

✅ Collaborate with marketing functions across the networked organization globally, locally, and in other OUs for GC&M-led campaigns and other OU-led campaigns

✅ Work cross-functionally with creative, IMX, frontline marketing, customer commercial and franchise, finance, technical and R&D, bottler marketing, and sales teams

ASSUMPTION: This role involves a high degree of cross-functional collaboration and requires strong communication skills and the ability to influence stakeholders.

🎯 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 on leading brands in China, with a focus on B2C and FMCG businesses. Big brands turn-around experiences and global experience are a plus.

Required Skills:

• Deeper understanding of consumer insights and brand crafting
• Portfolio strategy management and innovation experiences
• E2E experience, quality experience on social & EC, and customer engagement experiences
• Multi-national company experience, leading direct and indirect teams, and working in large multi-functional and cross-geography teams
• Solid communication skills

Preferred Skills:

• Fluency in English and Chinese

ASSUMPTION: Given the global nature of the role, fluency in both English and Chinese is highly preferred.

💰 Compensation & Benefits

Salary Range: Based on experience and industry standards for a senior marketing manager role in Shanghai, the estimated salary range is ¥450,000 - ¥600,000 per year.

Benefits:

• Competitive benefits package
• Opportunities for global exposure and career growth
• Dynamic and inclusive work environment

Working Hours: Full-time, with flexible work arrangements and the possibility of occasional overtime.

ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending 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. The company is a global leader in the beverage industry, with a portfolio of over 200 brands.

Company Size: The Coca-Cola Company is a large corporation with over 10,000 employees worldwide. This size allows for extensive resources and opportunities for career growth.

Founded: The Coca-Cola Company was founded in 1886 and has a rich history and strong brand recognition globally.

Company Description:

• The Coca-Cola Company is committed to refreshing the world and making a difference, with a focus on sustainability and community impact.
• The company offers a wide range of beverages, including Coca-Cola, Sprite, Fanta, smartwater, Dasani, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Goldpeak, Minute Maid, Simply, and fairlife.
• The Coca-Cola Company is dedicated to innovation and continuous improvement, with a focus on growing its portfolio and meeting the needs of its consumers.

Company Specialties:

• Beverages

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 focus on innovation and sustainability.

📊 Role Analysis

Career Level: This role is at the senior manager level, with significant responsibility for driving brand strategy and business growth for Sprite in China.

Reporting Structure: The senior manager reports directly to the marketing director for Sprite in China and works closely with global and local teams.

Work Arrangement: This role is on-site in Shanghai, with the possibility of occasional travel for global meetings and events.

Growth Opportunities:

• Potential for career progression within the marketing function or broader organization
• Opportunities for global exposure and experience working with cross-functional teams
• Chance to work on high-impact projects and drive significant business results

ASSUMPTION: Given the global nature of the role and the size of the company, there are significant opportunities for career growth and development.

🌍 Location & Work Environment

Office Type: The Coca-Cola Company's Shanghai office is a modern, collaborative workspace with a dynamic and inclusive work environment.

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 global city and the economic hub of China, with a vibrant culture and diverse population
• The city offers a wide range of dining, entertainment, and leisure options, as well as excellent shopping and nightlife
• Shanghai has a humid subtropical monsoon climate, with mild winters and hot, humid summers

Work Schedule: The work schedule is typically Monday to Friday, with standard office hours. However, the role may require occasional overtime or weekend work to meet project deadlines.

ASSUMPTION: Shanghai offers a dynamic and vibrant work environment, with a wide range of cultural and recreational opportunities.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the hiring manager
• In-person or video interview with the marketing director and other stakeholders
• Final interview with the senior vice president of marketing for Greater China

Key Assessment Areas:

• Brand strategy and business acumen
• Consumer insights and market understanding
• Cross-functional collaboration and communication skills
• Leadership and influencing abilities

Application Tips:

• Highlight relevant brand management and marketing experience, with a focus on big brand turn-around experiences and global exposure
• Demonstrate a strong understanding of consumer insights and market trends in China
• Showcase your ability to work effectively with cross-functional teams and influence stakeholders
• Tailor your resume and cover letter to emphasize your relevant skills and experiences for this role

ATS Keywords: Brand strategy, business planning, consumer insights, marketing planning, portfolio strategy, innovation, campaign development, cross-functional collaboration, leadership, influencing, China market, global experience, big brand turn-around

ASSUMPTION: The interview process for this role is likely to be comprehensive and rigorous, with a focus on assessing the candidate's strategic thinking, business acumen, and leadership skills.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Marketing automation and analytics tools (e.g., Salesforce, Google Analytics)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: The specific tools and technologies required for this role may vary depending on the candidate's experience and the needs of the team.

👔 Cultural Fit Considerations

Company Values:

• Leadership: The courage to shape a better future
• Collaboration: One Company, One Team
• Integrity: Act with courage, do what's right
• Accountability: If it is to be, it's up to me
• Passion: Winning attitude

Work Style:

• Dynamic and fast-paced work environment
• Collaborative and inclusive team culture
• Focus on results and high performance

Self-Assessment Questions:

• Do you have a proven track record of driving brand strategy and business growth for leading brands in China?
• Are you comfortable working in a dynamic, fast-paced, and collaborative work environment?
• Do you have strong communication skills and the ability to influence stakeholders?

ASSUMPTION: The Coca-Cola Company values a diverse and inclusive work environment, with a focus on collaboration, integrity, and high performance.

⚠️ Potential Challenges

• Managing multiple stakeholders and balancing global and local priorities
• Keeping up with the fast-paced and dynamic nature of the beverage industry
• Adapting to a large, multinational corporation with a complex organizational structure
• Navigating the unique cultural and business landscape of China

ASSUMPTION: Given the size and global nature of the company, as well as the dynamic and fast-paced work environment, there may be unique challenges and opportunities for growth and development.

📈 Similar Roles Comparison

• This role is similar to other senior brand management roles in the beverage industry, but with a focus on the China market and the unique cultural and business landscape of the region
• The Coca-Cola Company offers a more established and global brand portfolio compared to other beverage companies, providing opportunities for global exposure and career growth
• This role offers a unique opportunity to work on a leading global brand and drive significant business results in a dynamic and fast-paced work environment

ASSUMPTION: This role is unique in its focus on the China market and the opportunity to work on a leading global brand in a dynamic and fast-paced work environment.

📝 Sample Projects

• Developing and executing a brand turn-around strategy for Sprite in China
• Leading a cross-functional team to launch a new product innovation in the China market
• Creating and implementing an integrated E2E communication strategy for a major campaign or event

ASSUMPTION: These sample projects are intended to illustrate the types of initiatives and responsibilities that the senior manager may be expected to undertake in 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 fit into the broader marketing strategy for Sprite in China and globally?
• What are the key challenges and opportunities for the Sprite brand in the China market?
• How does the company support the growth and development of its employees in this role?
• What is the company's approach to work-life balance and flexible working arrangements?

ASSUMPTION: These interview questions are intended to provide insight into the role, the company, and the work environment, as well as to demonstrate the candidate's 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 skills and experiences for this role
• Prepare examples of your brand management and marketing achievements, with a focus on big brand turn-around experiences and global exposure
• Follow up with the hiring manager one week after submission 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.