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Senior Brand Executive, Emerging Beverages - Coca-Cola China Ltd.

Coca-Cola Company

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Job Details

Job Title: Senior Brand Executive, Emerging Beverages - Coca-Cola China Ltd.
Job Id: 40482
Location: Hong Kong

Assist line manager to consistently build the brand she / he is assigned to (Aquarius, Georgia & HealthWorks) and deliver excellent marketing programs to grow the Company’s Emerging Beverage business.

Key Result Areas 

1.      Marketing Planning
Assist line manager in developing and executing sound brand strategies
Support line manager in developing the overall strategic brand plan which is effective in delivering the market share, volume and profit objectives, and building the brand equity measured via consumer tracking.
Convert data to analysis on brand and business health
Daily volume tracking and recommend cross-corrective actions when necessary
Monitor competitors’ activities and defend against competitive initiatives
Work with in-house and external research teams to continuously deepen the understanding of consumer needs
Validate the execution issues, product concept and brand positioning
Cascade the consumer learning to the Agencies, Bottlers and within the System
 2.      New Product, Packaging Development & Supply Chain Management
Support line manager in launching of new products / flavors / packages by working in close collaboration with multi-functional team from Technical / SRA / Legal / PAC / Research and Finance Departments
Assist line manager in monitoring the commercialization process by interacting with Technical and Logistic to ensure sourcing and prompt arrival of ingredients, BB base, mixing instruction and packaging materials for new product launches
Work with Agencies in developing relevant launch materials
Handle detailed execution of product / package launch with Bottlers
 3.      Integrated Marketing Communication Management
Work with line manager in leading the agencies to create locally-relevant brand communication and campaign which truly executes the IMC strategy and fully capitalizes on our best knowledge of consumer insights
Drive Advertising Agency to develop effective advertising based on the IMC strategy.  Ensure production of high-quality advertising which truly executes the copy strategy.
Work closely with Connection Agency to develop effective media plans based on the IMC strategy and drive innovative media ideas
Work with the agencies to ensure excellent and timely execution of marketing programs
 4.      Operational Programs
Work closely with Bottler to drive for fully integrated marketing programs across BTL channel activities and ATL advertising
Assist in development of individual channel / customer program.
Supervision of execution details
 5.      DME Control
Effective allocation of DME
Budget Management and marketing expenses control

Job Requirements / Qualifications
Core Competency:

Accelerates Growth
Drives Innovative Business Improvements (Limited)
Balances Immediate and Long-Term Priorities (Limited)
Drives Execution
Delivers Results (Proficient)
Imports and Exports Good Ideas (Proficient)
Unleashes Potential
Develops and Inspires Others (Limited)
Lives the Values (Proficient)
Functional Skills:

Understanding consumers and develop insights (Proficient)
Understanding of how to define brand positioning and architecture and build brands & brand equity (Awareness)
Brand and business health analysis (Proficient)
Creating consumer marketing objectives, strategies & plans (Proficient)
Create locally relevant brand communications (Proficient)
Seeking innovative platforms / plans to connect w/ consumers (Proficient)
Financial analysis (Awareness)
Revenue management / OBPPC (understand channel, pack, price dynamics, etc.) (Awareness)
Portfolio management (Awareness)
New product development and innovation competencies (Proficient)
New packaging development and innovation competencies (Proficient)
Media management (Proficient)
Understands how to utilize marketing assets and strategic alliances to create stronger connections w/ consumers (Proficient)
Create profitable volume driving promotions (Proficient)
Understand how to leverage & best manage agencies (briefs, leading, evaluations, etc.) (Proficient)
Independent Judgment:
Typically receives assignments in the form of results expected, due dates & general procedures. Work also consists of a variety of tasks / responsibilities where specific procedures do not exist.

Knowledge & Experience:

4+ years of marketing experience in multinational FMCG companies and/ or advertising agencies.
Education & Professional Qualification:
Bachelor degree or above, preferably in Marketing or related field

Language Requirements:
Excellent written and oral English & Chinese skills

Travel Requirements: 
Travel up to 5% of work time under normal conditions

The Coca-Cola Company is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands and more than 3,800 beverage choices. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company portfolio features 20 billion-dollar brands, many of which are available in reduced-, low- or no-calorie options. Our billion-dollar brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite, vitaminwater and Powerade. Through the world's largest beverage distribution system, we are the No. 1 provider of both sparkling and still beverages. More than 1.9 billion servings of our beverages are enjoyed by consumers in more than 200 countries each day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. For more information, visit Coca-Cola Journey at

Coca-Cola China Ltd., an indirect wholly owned subsidiary of The Coca-Cola Company, provides marketing and technical/quality services to The Coca-Cola Company in Hong Kong.

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