Director, Marketing - Hydration

Location(s):

Singapore

City/Cities:

Singapore

Travel Required:

00% - 25%

Relocation Provided:

Job Posting End Date:

April 16, 2025

Shift:

Job Description Summary:

Our vision is to build highly loved brands, done sustainably, for better shared future.

We strive to strengthen our presence in the established Hydration category across Southeast Asia and Pacific by creating a competitive advantage in our products, innovations, design and marketing that is able to resonate deeply with our consumers.

As the Director managing the Hydration category, you’ll work to drive profitable growth of our Water and Enhanced Water portfolio across the ASEAN & South Pacific region, to deliver overall business objectives and brand targets. Working closely with the Global Category team and Frontline Marketing, and cross functional teams in different markets, you will be responsible to strengthen our position in Mainstream Water and scale up the Enhanced Water business in ASP. 

Approaching with a challenger and entrepreneurial mindset, this person will be responsible for a disruptive & holistic marketing plan that will help The Coca-Cola Company to carve out a clear space to grow Mainstream Water volume in a profitable way whilst capturing the emerging need of Enhanced Water.

Focus, Scope and Impact:

• Leads development of multi-year growth strategy and annual business plans for the global & local Hydration brands within the ASEAN & South Pacific region, working closely with Global Category Lead.
• Drive growth in volume share, as well as other metrics, across key markets including Indonesia, Philippines, Australia, Thailand and others
• Develops a holistic picture of what is required to deliver these plans including alignment of key stakeholders across the value stream, driving cross-functional agreements and making key decisions on resource needs/allocations.
• Lead innovation projects within the Hydration category
• Recommend and deliver a rolling 24-month Operating Unit (OU) calendar as well as leading content strategy
• Works closely with the Global and OU Brand Directors to ensure clear alignment on the Brand Architecture, Positioning and global growth strategies.
• Lead potential Global Charters working closely with the entire OU network globally.
• Identify new volume and profit growth areas across the full OBPPC spectrum by leveraging consumer research, collaborating with functional experts e.g., RGM and strong analytics.
• Partners with internal (e.g., R&D, Supply Chain, Commercial, Zones) and external (e.g., customers, bottlers, suppliers) stakeholders to develop new and/or improved products, packaging and programs to meet consumer needs, deliver against brand strategies and drive System value/business objectives.
• Drives commercialization of brand positioning, innovation, consumer communications/messaging and shopper marketing to deliver brand objectives via clear direction/guidance and effective resource allocation decisions.
• Provides leadership, clear direction and prioritization to the Creative Strategy leads and IMX teams to achieve the business goals. Develop and communicate written briefs for use by agencies or suppliers (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, licensed or specialty merchandise, etc.) to direct their work activities in order to generate concepts for effective execution.

Experience:

• 8-10 years’ experience in brand management and/or marketing within Coca-Cola or similar consumer-packaged goods companies. Experience in developing or emerging categories is an added advantage.
• Regional work experience incorporating developed and developing markets.
• Strong understanding of the end-to-end business model of the TCCC system, Commercial Planning and Operations is a huge added advantage.
• Bachelor’s degree or equivalent work experience is required

Key knowledge requirements: 

Mastery of (core skills)

• Ability to translate brand vision/strategy through development of annual brand business plans along with corresponding resource requirements.
• Strong collaboration skills including ability to build partnerships, establish trust & credibility and influence across all levels of leadership.
• Ability to inspire on the vision and lead cross-function project teams towards accomplishing goals
• Excellent oral and written communication skills with ability to tailor communications to audience.
• Ability to effectively prioritize short and long-term business priorities and communicate & manage key tradeoffs and implications.
• Analytical and financial acumen

Broad expertise in (advantage skills) 

• System operations within OU (bottlers, customers, routes-to-market)
• Experience developing and launching trailblazer innovations

Skills:

Alteryx, Branding, Channels Strategy, Conversion Rate, Customer Data, Customer Engagement, Customer Insights, Demand Generation, Digital Advertising, Google Analytics, Key Performance Indicators (KPI), Leadership, Marketing Campaigns, Marketing Insights, Marketing Strategies, Market Segmentation, Media Buying, Microsoft Office, Microsoft Power Business Intelligence (BI), Product Commercialization, Sales Channel Development, Social Media, Strategy Development, Structured Query Language (SQL), Tableau (Software)

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.