Manager, IMX - Customer Marketing, Retail

Job Description Summary:

Role Summary 

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.