Job Description Summary:Role SummaryThe Manager, Customer Marketing – Digital Commerce defines and leads GCM’s digital commerce activation strategy across China’s eCommerce, O2O, and social commerce platforms.This role owns the strategic translation of brand and portfolio priorities into platform-specific growth plans that drive conversion, revenue acceleration, and ROI improvement at scale. Operating with high autonomy, this JG10 leader influences cross-functional investment decisions and directly impacts digital channel P&L performance.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 Digital Channel Growth StrategyOwn annual and long-range digital commerce strategy aligned to GCM growth agendaLead platform roadmaps across marketplaces and O2O ecosystemsSet mega-moment strategy (6.18, 11.11, etc), including investment prioritization, performance benchmarks, and orchestration across teamsDrive digital portfolio architecture including bundling, innovation launches, and price-pack optimizationDrive Commercial & Financial ImpactInfluence revenue growth, margin mix, and promotional ROI within digital channelsPartner with RGM and Finance on investment allocation and scenario trade-offsLead post-event performance analysis and continuous optimization frameworksShift digital conversations from tactical execution to strategic growth managementOrchestrate Cross-Functional ExecutionAlign Media, IMX, Category, and Key Account teams around full-funnel strategyEmbed data-led optimization and predictive insights into planning cyclesDrive digital shelf excellence as a competitive advantagePerform other job‑related duties as assigned, in response to evolving business needs and market dynamicsQualifications & RequirementsRequiredBachelor’s degree required; MBA preferred3-8 years experience in eCommerce, digital strategy, or platform marketing in ChinaProven ownership of large-scale digital campaigns and revenue outcomesStrong commercial acumen and P&L orientationDemonstrated influence in matrixed organizationsAdvanced analytical capabilityPreferredFMCG experienceExperience shaping long-range channel strategyWhat 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.
