The Manager, Customer Marketing – Retail defines and leads activation strategy across modern trade, key national retail chains, and wholesale environments serving at-home consumption occasions across GCM.
This role owns retail channel growth architecture, portfolio expansion strategies, and trade investment effectiveness, directly influencing revenue growth and promotional ROI across China’s complex retail landscape.
Please note: This role is not fully remote. The selected candidate will need to be based in Shanghai and follow our hybrid work setup
What You’ll Do for Us
Define Retail Growth Architecture
Develop long-range retail activation strategy aligned to portfolio and category priorities
Translate brand growth strategy into scalable in-store execution frameworks
Lead portfolio bundling, multipack expansion, and cross-category programs to drive household penetration
Set seasonal activation strategy (CNY, Mid-Autumn, summer,etc) with clear performance metrics
Optimize Trade Investment & ROI
Partner with Sales and RGM to design pricing and promotional mechanics
Influence trade spend allocation and evaluate promotional lift and profitability
Provide scenario modeling to guide commercial trade-offs
Elevate promotional effectiveness measurement standards across the system
Strengthen Retail Partnerships & Execution
Develop insight-led proposals for key national retailers
Drive alignment between national activation strategy and Bottler execution
Establish execution benchmarks and compliance standards
Perform other job‑related duties as assigned, in response to evolving business needs and market dynamics
Qualifications & Requirements
Required
Bachelor’s degree required
3-8 years FMCG experience in retail, shopper, or trade marketing
Strong understanding of China modern trade and retail complexity
Experience managing national activation programs
Strong commercial and financial acumen
Proven cross-functional leadership without direct authority
Preferred
Experience working with top national retail chains
Experience in O2O retail integration
What We Can Do For You
Opportunity to shape portfolio decisions that impact brands, categories, and consumers at scale
High-visibility role partnering with senior Marketing, Category, and Commercial leaders
Exposure to enterprise-level strategy discussions within a world-class system
A strong platform to grow into broader strategy or category leadership roles
Competitive compensation, benefits, and development opportunities
Skills:
Brand Architecture, Brand Positioning, Channel Management, Competitive Assessments, Consumer Segmentation, Creative Briefs, Digital Media Strategy, Group Problem Solving, Local Advertising, Marketing Activation, Marketing Strategies, Media Planning, Online Marketing, Shopper Marketing, Social Media Strategies, Sponsorships, SWOT Analysis, Team Management
Location(s):
China
City/Cities:
Shanghai
Travel Required:
00% - 25%
Relocation Provided:
No
Job Posting End Date:
May 15, 2026
Our Purpose and Growth Culture:
We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.
From our roots at the counter of a local Atlanta pharmacy, to our current portfolio of more than 200 beverages, The Coca-Cola Company is one of the most globally-recognized brands in the world. Today, our lineup features beloved beverage brands, including
Coca-Cola, Sprite, Fanta, smartwater, Dasani, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Goldpeak, Minute Maid, Simply, fairlife and more.
The Coca-Cola Company is committed to bringing about real change – to our industry, to our local economies, and to the world around us. Through constant evolution, we continue to reimagine the way we refresh the world and make a difference.
We're innovating our portfolio with products that give people more varieties that meet our consumers where they are.
We're working with global partners to transform our business, and grow it in more sustainable ways.
And we're providing jobs and opportunities to the local economies where our people live and work, employing 700,000 people throughout our global system alongside bottling partners.
If you're a changemaker looking to make a change, come join us in our mission to refresh the world and make a difference.
Learn more at: www.coca-colacompany.com/careers
