Job Description Summary:Role SummaryThe 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 setupWhat You’ll Do for UsDefine Retail Growth ArchitectureDevelop long-range retail activation strategy aligned to portfolio and category prioritiesTranslate brand growth strategy into scalable in-store execution frameworksLead portfolio bundling, multipack expansion, and cross-category programs to drive household penetrationSet seasonal activation strategy (CNY, Mid-Autumn, summer,etc) with clear performance metricsOptimize Trade Investment & ROIPartner with Sales and RGM to design pricing and promotional mechanicsInfluence trade spend allocation and evaluate promotional lift and profitabilityProvide scenario modeling to guide commercial trade-offsElevate promotional effectiveness measurement standards across the systemStrengthen Retail Partnerships & ExecutionDevelop insight-led proposals for key national retailersDrive alignment between national activation strategy and Bottler executionEstablish execution benchmarks and compliance standardsPerform other job‑related duties as assigned, in response to evolving business needs and market dynamicsQualifications & RequirementsRequiredBachelor’s degree required3-8 years FMCG experience in retail, shopper, or trade marketingStrong understanding of China modern trade and retail complexityExperience managing national activation programsStrong commercial and financial acumenProven cross-functional leadership without direct authorityPreferredExperience working with top national retail chainsExperience in O2O retail integrationWhat We Can Do For YouOpportunity to shape portfolio decisions that impact brands, categories, and consumers at scaleHigh-visibility role partnering with senior Marketing, Category, and Commercial leadersExposure to enterprise-level strategy discussions within a world-class systemA strong platform to grow into broader strategy or category leadership rolesCompetitive compensation, benefits, and development opportunitiesSkills: 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 ManagementLocation(s): ChinaCity/Cities: ShanghaiTravel Required: 00% - 25%Relocation Provided: NoJob Posting End Date: May 15, 2026Our 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 to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.
