Job Description Summary:
Manager: Vice President, Franchise Operations – CBL
Role Type: Individual Contributor
Language: Fluent English & Mandarin
Relocation Provided: Limited relocation available (domestic location), we encourage all GCM employees to apply to internal posting.
Please note: This role is not a fully remote position. The selected candidate will need to be based in Beijing and follow our hybrid work setup.
Job Description Summary:
At The Coca-Cola Company, we have been refreshing the world and making a difference for 139 years. With a portfolio of more than 200 brands enjoyed by billions of consumers globally, we are committed to driving sustainable growth and creating value for our customers, communities, and stakeholders.
As Director, Frontline Marketing, CBL, you are responsible for driving brand activation and consumer experience excellence across CBL mainland markets. The role ensures high quality execution of national brand plans (NPDs and marketing campaigns) and locally relevant programs, translating Category brand strategies into impactful, market-ready activation.
Based in Beijing, this role operates in a highly networked way, partnering closely with Franchise Operations, Channel teams, and Bottling Groups, with Category and IMX providing strategic direction and scalable platforms. The role focuses on localization, amplification, and execution excellence of brand and innovation initiatives, rather than owning commercial or channel integration.
As a Frontline leader, your rolemodel growth behaviors, act with an open and consumercentric mindset, and inspire bottlers and marketing teams to deliver consistent, highquality brand experiences.
What You’ll Do for Us
Lead frontline marketing activation and execution to deliver strong brand presence, consumer engagement, and category growth in local markets.
Ensure effective localization, amplification, and in market execution of national marketing campaigns and NPD launches, leveraging IMX platforms and tools.
Partner with Category teams to translate brand strategies and innovation priorities into locally relevant activation plans and execution playbooks.
Work closely with Franchise Operations and Channel teams to ensure marketing plans are aligned with agreed omni channel priorities and execution calendars.
Drive experiential marketing, POS execution, and brand activation programs to elevate consumer experience at key moments of truth.
Support customer and channel marketing execution by providing brand assets, activation concepts, and execution standards, without owning commercial or channel strategy.
Manage regional DME allocation and spending (ATL & BTL), ensuring effective investment, execution quality, and ROI discipline.
Provide local market insights, learnings, and best practices to Category, IMX, and system partners to continuously improve marketing effectiveness.
Lead and inspire frontline marketing teams and bottlers with clear priorities, high execution standards, and a strong growth mindset.
Perform other job‑related duties as assigned, in response to evolving business needs and market dynamics.
Requirements & Qualifications
Bachelor’s degree or above in Business, Finance, Marketing, Management or related field.
10+ years relevant experience in consumer marketing, brand activation, or frontline operations.
Direct sales, key account, or franchise management with P&L responsibility.
Proven track record of leading complex marketing execution with multiple stakeholders.
Fluent in both Mandarin and English, with the ability to operate effectively in a business environment.
What We’ll Do for You
Brand & Consumer Impact: Lead iconic brands at the frontline, bringing brand strategies to life through powerful activation, local relevance, and memorable consumer experiences.
Cross Functional Collaboration: Work closely with Category, Channel, Franchise Operations, IMX, and Bottlers to deliver integrated marketing execution at scale.
Creative & Execution Excellence: Access best in class marketing platforms, tools, and capabilities to elevate creativity, speed, and execution quality across markets.
Professional Growth: Develop your leadership, strategic thinking, and influence skills within a dynamic, global organization committed to continuous learning.
Skills:
Agile, AI Concepts, Audience Engagement, Brand Strategy, Creative Strategies, Data Strategies, Design, Design Thinking, Experimentation, Ideas Generator, Influencer Marketing, Omnichannel Interactions, Portfolio Strategies, Revenue Growth Management, Social Media, Sustainability, System Economics, User Experience (UX) Design
Location(s):
China
City/Cities:
Beijing
Travel Required:
00% – 25%
Relocation Provided:
No
Job Posting End Date:
April 16, 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.