Manager, Brand Management, Sweetened Tea

5 months ago


Shanghai, China Coca Cola Full time

Description

Summary:

Position Overview:

As sweetened tea brand manager, you will be responsible to drive growth strategy for Yangguang Brand across GC&M OU, to deliver overall brands vision, business objectives & financial targets.

In partnership with GC&M teams, global tea category & innovation team and the bottlers, you will deliver high-quality marketing experiences in the OU in the most effective and efficient way and ensure consistent brand voice across marketing platforms .

With your challenger mindset and your strong expertise in marketing and innovation, you will have the unique opportunity to drive no sugar sweetened tea category to help the system to become #2 UST company by 2030.

Function Related Activities/Key Responsibilities:

Be the business owner: manage the sweetened Tea brand, Yangguang in China, which plays the role to lead the expansion of the double-digit growing no sugar sweetened Tea segment and achieve company's vision to become No.2 in Unsweetened Tea; closely monitor and analyze changes in the marketplace so as to identify gaps and opportunities and react quickly via new product concepts, or brand/flavor/package extensions on existing brands. Build the brands: develop comprehensive understanding of the brand’s consumer base, their attitudes and behaviors so as to formulate the appropriate integrated consumer marketing and communication programs which will enhance brand imagery and deliver the appropriate change in consumer attitudes and consumption behaviors; have a strong grip of operational drivers for the brands/category and brands performance across these drivers so as to influence the bottler to address any issues and opportunities which is impacting the respective brands overall performance.

Education Requirements:

Degree qualified. Preferable Business/Commerce with Marketing Major

Related Work Experience:

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 

Functional Skills: 

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

Skills:



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