Job Description Summary:

ASP OU Marketing is undergoing a step-change to deliver more balanced, sustainable growth, powered by deeper consumer intimacy, stronger integration, accelerated innovation, and data- and tech-enabled precision marketing. The organization is designed to combine local relevance with scale, shift data and technology from experimentation to competitive advantage, and operate with clear accountability for impact and ROI. All roles operate within a tightly integrated OU–Market model, where the OU elevates and enables strategic growth + OU-wide platforms while markets integrate, execute, and track performance with speed and rigor while developing local content, partnership and experiences.

Focus, Scope, & Impact:

The Senior Brand Manager activates marketing programs for an assigned Stills brands and projects within Thailand, ensuring global strategies are tailored and brought to life locally. Working under the guidance of Brand Director, this role blends consumer intimacy and execution excellence, focusing on delivering impactful campaigns and strong commercial partnerships.

• Across local, regional and global brands – this person will work in partnership with Stills Brand Director, OU networked team and bottling partner:
• Activates annual and quarterly brand marketing plans, campaigns, and promotions, ensuring alignment with strategic guidance and maximizing local impact and relevance.
• Lead end‑to‑end brand planning including portfolio positioning and expansion, communication development, innovation pipeline support, and market activations.
• Partner with the Consumer Insights team to leverage data, trends, and analytics to inform strategy, identify new opportunities, and enhance decision‑making agility in Thailand.
• Adapts and optimize global toolkits, content, and programs to fit the unique needs of the country, factoring in shopper, channel, and customer insights.
• Drive local integrated consumer experiences through integrated marketing plan —combining digital, social, shopper, and experiential marketing, in partnership with internal cross-functional team.
• Build the business case to drive agenda, make changes and inform business decision to accelerate business brand growth.
• Drive end-to-end innovation/ new product development
• Assess and analyze campaign, brand and business KPIs (e.g., business metrics, market share, brand equity, penetration, campaign evaluation, market trend), gathers marketplace insights, and contributes to post-activation reviews.
• Orchestrate and collaborate with internal cross-functions, commercial, agencies and bottling teams on localized brand/ portfolio strategy, initiative implementation integrated plan, ensuring on-brand execution and timely delivery.
• Manage marketing investments and DME budgets, ensuring optimal resource utilization and alignment with ROI and business performance metrics.
• Supports business reviews, consumer insight/ validation, competitor tracking, and the development of best practice learnings for future activations.

Experience & Critical Requirements:

• Minimum 8-10+ years of brand and business development, trade/shopper marketing, or commercial experience in FMCG, beverage, or related categories.
• Experience adapting global/category plans for local relevance and executing campaigns or activations in market for both local and global plans
• Proven experience in building the plan from scratch including insight assessment, portfolio and opportunity review and action plan creation.
• Proven experience in developing and launching best-in-class innovation, including insight, concept, prototype, research validation and launch implementation stage.
• Demonstrated financial and commercial acumen include building assumption, analysis, recommendation and ability to turn financial insight to inform business decisions.
• Deep understanding of consumer behavior, market segmentation, and cultural trends influencing beverage consumption in Thailand.
• Exposure to agency management, external partner collaboration, and budget tracking at the project/initiative level.
• Solid analytical and project management skills, including interpreting complex data, turning insights into actions, business and campaign KPIs, and marketplace trends.
• Collaborative approach with stakeholders, able to work effectively with internal and external cross-functional teams.
• Understanding of local consumer/shopper dynamics and how to operationalize insights.
• Highly skilled in storytelling, communication, and leadership that energizes collaboration across complex teams.

Communication Focus:

• Maintains strong two-way communication with Brand Director, OU/category teams, ensuring alignment on brand priorities and sharing clear market feedback.
• Strong coordination with internal cross-functions, bottling partners, agencies, commercial teams, for seamless campaign delivery.
• Concisely communicates key learnings, local market needs, and activation results to inform ongoing strategy and planning.
• Represents the brand in-market as the key execution lead for assigned projects, championing both brand standards and local consumer connection.

 

What We’ll Do for You

• Provide a platform to lead the strategic growth of Coca Cola’s Stills future portfolio in Thailand, connecting sustainability, innovation, and consumer passion.
• Enable access to world class marketing practices and collaboration with regional and global category teams.
• Foster continuous professional development and skill growth through exposure to advanced data tools, creative methodologies, and cross functional partnerships.
• Empower you to create distinctive campaigns and innovations that contribute to Coca Cola’s purpose and impact millions of Thai consumers every day.

Skills:

Analytical Thinking, Brand Architecture, Brand Management, Business Development, Business Planning, Campaign Development, Competitive Assessments, Consumer Segmentation, Creative Thinking, Critical Thinking, Financial Analysis, Innovation Development, Integrated Marketing, Market Analysis, Marketing Strategies, Problem Resolution, Storytelling, SWOT Analysis

Location(s):

Thailand

City/Cities:

Travel Required:

00% - 25%

Relocation Provided:

No

Job Posting End Date:

December 31, 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.