Senior Manager, Consumer

5 days ago

Shanghai, Shanghai, China The Coca-Cola Company Full time CN¥120,000 - CN¥240,000 per year

Focus & Scope
Fanta holds a prestigious position as the third-largest sparkling soft drink brand for The Coca-Cola Company and is identified as a cornerstone of the company's key growth. In 2026, our ambition is to recruit new consumers by diving into youth's passion for anime and gaming and integrating Fanta into their daily moment of relaxation and fun.

The Senior Connection Planning Manager Will Be Performed As The Leader Of Fanta 2026 Full Year Consumer & Shopper Engagement From E2E, Including

  • Fanta brand equity building in summer: lead negotiation with 2 Top ACG gaming IP in paid media investment against national and local media (digital, OOH, etc.) and customer media (in-store, etc…), social and on-ground experiential… responsible for full IMC campaign from planning to execution.
  • Always-on activation for youth ritual building in campus & snacking channel, act as the expert of shopper channel behavior and social trends and translate these trends, business objectives, and brand strategies into always-on campus activation and snacking channel optimization.
  • Trade focus acceleration plan for transaction and advocacy (theme park): partner with cross function team of Brand, Commercial & Customer teams, franchise bottler to deliver integrated communications programs to close the loop of digital impressions, social conversations, and actions through to transactions and advocacy.

On top of above, this role requires:

  • Exceptional communication skills that can lead external partners to achieve the best possible outcomes;
  • Knowledge of external media landscape (agencies, content companies, suppliers of products/experiences etc.) to identify optimal execution and deals where appropriate;
  • Always find innovative ways to create differentiated programs that inspire consumers to choose Fanta.

Experience
QUALIFICATION & REQUIREMENTS

  • At least 6 years Marketing, media, and leadership experience
  • Experience with connections, digital marketing, media strategy and communication planning for leader and smaller brands
  • Preference for individuals with experience in working in consumer and shopper/commercial plans
  • Experience working in cross-functional teams
  • Communicating, influence and negotiate across multiple stakeholders Experience in leading strategic conversations, negotiations and alignment with senior and key stakeholders

Work Focus

  • Ability to lead integrated brand experience and multiple touch points that are effective and efficient
  • Understanding of the evolved media landscape and e-commerce
  • Expertise in working with different external partners (i.e.: agencies, production houses, media companies, influencers)
  • Ability to work in Agile cross-functional teams

Annual Incentive Reference Value Percentage:15

Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.

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