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Assistant Brand Manager- Still Category China

Position Overview:

New Category/ Segment Development.


1). Development on potential Still/juice beverage.


2). Strategy validation/ Implementation and build a winning Still/Juice proposition for next 5 years


3). Strengthen Juice brand/portfolio leadership



Key Result Areas



  • Meaningful RTD still market consumer insight: Develop brand strategies for target consumers, aligned with overall company strategy, agree plans with SCCT and review progress against plan on a regular basis.

  • Prepare brief for research plan, product development request, above the plan and below the line marketing activities for further Marketing plan implementation.

  • Set criteria and evaluate the performance of all marketing activities

  • Key Brand health measures: Monitor and analysis consumer attitude/ behavior data, daily sales information, competitor activity and market dynamic situation, and develop objective oriented action plans.

  • Key measures vs. brand plan (e.g. sales target, ads tracking result, media performance, below the line activities performance, ..etc)

  • Budget control and management

  • Value chain management

  • Identify and develop potential business opportunities

  • Establish professional working relationships with agencies and key third parties.

  • Develop bottler capabilities by providing, where necessary, guidance, coaching, and follow-up to ensure sustainable improvements on related branding execution on a regular basis


Job Requirements / Qualifications


Core Competency:



  • Drive innovative business improvements

  • Delivers results

  • Develop and inspire others

  • Balance immediate and long term priorities

  • Import and export good ideas

  • Building Relevant Local Consumer Activation Strategies

  • Market Insight Sensitive

  • Communicating Effectively

  • Building value based relationships

  • Live the value: Leadership, Passion, Integrity, Innovation, Accountability, Collaboration, Quality


Functional Skills:



  • Extensive consumer marketing experience in FMCG, retail or fast moving service sector as BM/ABM.

  • Team leader experience.

  • Experience on experiential marketing, influencer marketing are desired

  • Business Planning & Analysis

  • Map business opportunity by consumer type, drinking and purchasing occasion

  • Understanding of business trends, including deviation analysis vs. plans

  • Project management

  • Brand planning tools

  • Market / consumer insights

  • Drive brand strategy in collaboration with Bottler

  • Trademark / legal understanding and implementation

  • Drinker recruitment strategy

  • Brand image communication plan

  • Consumer integrated communication plan

  • Role of channel in overall brand experience development

  • Liaison with headquarter and regional to ensure that global initiatives, standards and methodologies are executed within Taiwan when appropriate

  • Identify strategic and execution issues related to research

  • Develop and manage marketing budget for maximum brand development

  • Trade Activity Support & Management

  • Hands-on implementation management


Independent Judgment:


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


Knowledge & Experience:


Min. 6 years in a large FMCG organization, including event marketing experience


Education & Professional Qualification:

University degree, MBA+

Language Requirements:

Great oral and written English.

Travel Requirements:

Travel up to10 - 15% 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.