Director, Brand Management, Hydration & Costa RTD

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.

We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.

Job Summary

As Director, Brand Management, you will lead the growth agenda for the Hydration portfolio and Costa RTD business within GCM OU. You will translate brand ambition into clear growth strategies, integrated marketing plans, and disciplined commercial execution to deliver sustainable and profitable business results. This role connects global brand frameworks with local market realities, ensuring strong brand equity, innovation excellence, and in-market performance.

Please note: This role is not a fully remote position. The selected candidate will need to be based in Shanghai. 

What You'll Do for US

• Lead the development of annual growth strategies and business plans to deliver brand vision, business objectives, and financial targets.
• Translate portfolio priorities into focused marketing and innovation plans that drive consumer relevance and measurable business impact.
• Partner closely with cross-functional teams, other OUs, bottlers, and external stakeholders to develop fit-for-purpose consumer experiences, programs, and initiatives that are effective and efficient.
• Identify and adopt global best practices, ensuring brand frameworks and marketing assets are localized appropriately to maximize local impact.
• Lead or localize global initiatives and charters where applicable, ensuring alignment with enterprise direction while maintaining market agility.
• Provide clear strategic direction to creative and IMX teams, ensuring prioritization, resource alignment, and consistency of brand voice across platforms.
• Ensure strong in-market execution of plans in partnership with BD, frontline marketing and C&C teams, driving alignment between brand strategy and commercial delivery.
• Perform other job‑related duties as assigned, in response to evolving business needs and market dynamics 

Requirements & Qualifications

• Bachelor's degree. Preferable Business/Commerce with Marketing Major 
• At least 10 years of general marketing and sales experience working on big and/or global brands 
• Proven track record of leading complex projects with multiple stakeholders
• Relevant experience in consumer marketing, experience to include consumer opportunity identification, innovation and communication development 
• Attributes: Consumer empathy, strategic visioning, strong interpersonal skills, ability to establish trust and build partnership across teams and geographies, innovative, problem solving, open minded and curious.
• Fluent verbal and written English 

What We Can Do for You

• Career Growth & Development: Access to global learning platforms, coaching, and mentoring as part of our Leadership & Development process.
• Diverse & Inclusive Culture: Be embraced for who you are and empowered to use your voice to help others find theirs.
• International Exposure: Collaborate with multicultural teams and participate in global projects through our networked organization.

Brand Architecture, Brand Positioning, Channel Management, Competitor Analysis, Consumer Segmentation, Creative Process, Digital Media Strategy, Group Problem Solving, Leadership, Marketing Goals, Marketing Strategies, Media Planning, Quantitative Research, Social Media Strategies, SWOT Analysis, Team Management

Location(s):

China

City/Cities:

Shanghai

Travel Required:

00% - 25%

Relocation Provided:

No

Job Posting End Date:

June 26, 2026

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.