Brand Director, Coca-Cola Youth & Recruitment China

Job Objective
 Build the Business. This position will be working closely with the Global, Pacific group Coke teams to really understand the best way to make the brand contribute significantly to the overall success of the Coke TM and deliver against our aspiration of Winning in Cola. Focus on better understanding the consumer as well as operational barriers to further acceleration of Coca-Cola growth and ensuring that we have the right short and long term strategies in place across the system. This will involve working closely with Franchise, Commercial and bottler teams to ensure we have a shared system understanding and approach as to how to win
 Build the brand: responsible for the overall stewardship of core brand Coca-Cola, with a key focus on youth recruitment and step changing core Cola growth in China. Better understand the long term TM approach amongst youth and how we can ensure the continued acceleration of core Coca-Cola. Lead the development of all youth recruitment strategies and programs for the brand and ensure there is full integration across the system to deliver on our long term objectives;

Key Result Areas
Marketing Planning. (30%)
 Develop the overall strategic brand plan which is effective in delivering the volume, profit and share objectives, as well as building brand equity measured via CCT.
 Identify incremental volume and growth opportunities in relation to new package launch and product extensions, based on market environment and sound consumer insights.
 Monitor competitive activities, brand health and brand share. Propose action to defend against competitive initiatives.
 Consumer insights:
- Thoroughly understand the local consumers and develop brand strategies based on sound consumer insight
- Work with in-house and external research team to continuously deepen our consumer understanding – superior to competition
- Cascade the consumer learning to Advertising Agency, bottler and within internal system
 Lead the brand managers to ensure excellent execution of marketing plan.
 Work closely with Group office and Atlanta to ensure strategic global alignment.

Performance Management (25%)
 Utilize Scorecard system to continuously measure (monthly process) and monitor Coke’s volume performance and performance across key brand equity and operational measures.
 Utilize Brand RE system to measure volume and profit performance by brand and for the portfolio, provide explanation for variances versus budget and clearly communicate risks and opportunities and the appropriate corrective actions to be taken to minimize risk.

Advertising Development (15%)
 Push for new creative ideas for the brand.
 Lead the Advertising Agency to think strategically and focus on developing high quality advertising which truly leverage on supplier consumer insights.
 Monitor execution of all projects and ensure prompt delivery in relation to overall marketing schedule.
 Participation in local/regional copy development.

Media (5%)
 Work closely with in-house media team and Agency to develop effective media plan for the brand.
 Drive innovative media ideas.

New Product and Package Development (5%)
 Take a lead role in the new product development process to identify new business-building opportunities
 Lead in the identification and refinement of relevant new product or package propositions to be executed in the marketplace.
 Execute product formulation and package development work through R&D and technical functions.
 Work with Insights team to refine and optimize product formulations, packaging and positioning and communications developmental work.
 Analyze and develop operational strategies including understanding basic production and packaging processes and costing parameters. Manage the co-ordination and execution of operational activities including the development of operational timelines and capital plans related to supply chain management, equipment installation, production, capex investments.
 Manage and analyze commercial related financial activities including value chain development, retail pricing and margin analysis, detailed product and business system costing, new equipment capital estimates and IRR, payback and NPV analysis.

Bottler Alignment (10%)
 Work with bottler to analyze, develop and execute sales and distribution plans including developing channel specific packaging strategies, merchandising standards, pricing strategies and distribution targets
- Act as co-ordination point between different functions of bottler to cascade brand activities information and ensure alignment
- Supervision of executional details

Direct Marketing Expenses (DME) Control (5%)
 Effective allocation of DME and monitor the expense status

Personnel Development (5%)
 Develop career path and provide on-the-job training to subordinates



Job Requirements / Qualifications
Core Competency:
Accelerates Growth
 Drives Innovative Business Improvements
 Balances Immediate and Long-Term Priorities
Drives Execution
 Delivers Results
 Imports and Exports Good Ideas
Unleashes Potential
 Develops and Inspires Others
Lives the Values

Functional Skills:
 Understands the external environment (competitive and market) and identifies new sources of opportunity
 Interrogates data to identify core business levers
 Balances facts with intuition to distill complex opportunities into compelling business cases
 Understands the operational fundamentals of our bottling system
 Leverages financial rigor to prioritize and allocate resources effectively
 Measures financial and equity impact of investments and institutionalizes learnings
 Deploys discipline and process to improve impact and speed to market
 Anticipates future trends to engage and delight consumers
 Seeks understanding of fundamental human needs and behaviours
 Balances intuition and fact to distill complex thought into action
 Demonstrates judgement to define a compelling core creative idea
 Crafts a vision for what the brand / category / market could be
 Persuades and inspires others (consumers, agency, system, suppliers, rightsholders, etc) to create belief


Independent Judgment
2. Typically receives assignments in the form of projects and results expected but has freedom to decide on priorities
3. and how to accomplish assignments

Knowledge & Experience:
Min of 10 years relevant working experience in FMCG Company.

Education & Professional Qualification:
Bachelor’s degree in Marketing or related discipline, MBA is preferable

Language Requirements:
Excellent in oral and written English.

Travel Requirements:
Travel up to 10% of work time under normal conditions.



At The Coca-Cola Company you can cultivate your career in a challenging and dynamic environment. We are the largest manufacturer and distributor of nonalcoholic drinks in the world-selling more than 1 billion drinks a day. Unlock your full potential with a future-focused company that is known and respected throughout the world.

Brand Director, Coca-Cola Youth & Recruitment