Marketing Director, Sprite - Philippines

The Coca-Cola Company; Philippines; On-site; PHP 2,000,000 - 3,200,000; Full time

Job summary

The Coca-Cola Company in the Philippines is seeking a Marketing Director for Sprite to lead the strategic development and execution of the brand agenda, driving growth, share, and profitability. You will own end-to-end brand strategy, portfolio management, and integrated marketing plans, partnering with Franchise, Commercial, Insights, Operations, and Bottling teams.

This is a senior individual contributor role focused on culture-led marketing, consumer insights, and innovative experiences to

Qualifications

• 10+ years of progressive experience in Brand/Commercial Marketing within FMCG/beverage sectors.
• Proven track record leading large consumer brands with responsibility for performance, equity and investment.
• Experience in digital-first and culture-led marketing targeting younger consumers.

Responsibilities

• Develop and execute annual and long-term Sprite brand strategies aligned with growth objectives.
• Lead portfolio strategy, product innovation, renovation, and packaging architecture.
• Create integrated marketing campaigns across digital, social, media, e-commerce and in-store.
• Drive insights-driven decision making and optimize marketing investments.
• Collaborate with Franchise, Commercial, Insights, Operations and Bottling teams for flawless execution.
• Manage budgets, media investments and agency relationships to maximize ROI.
• Lead cross-functional teams and influence senior stakeholders to deliver initiatives.
• Strengthen Sprite's relevance with Gen Z and emerging segments through culture-led marketing.

Skills

Strategic Brand Management

Consumer & Market Insights

Integrated Marketing Communications

Commercial Acumen & Business Planning

Leadership & Stakeholder Management

Digital & Culture-led Marketing

Education

Bachelor's Degree in Marketing/Business/Communications

MBA or postgraduate degree preferred

Brand management/digital marketing training

Job description

The Marketing Director, Sprite Philippines is responsible for leading the strategic development and execution of the Sprite brand agenda to drive sustainable growth, market share, brand equity, and profitability. This role owns the end-to-end brand strategy, portfolio management, innovation pipeline, integrated marketing plans, and commercial execution while partnering closely with Franchise, Commercial, Insights, Operations, and Bottling teams to deliver outstanding business results. This is an individual contributor role.

Position Overview

The Marketing Director, Sprite Philippines is responsible for leading the strategic development and execution of the Sprite brand agenda to drive sustainable growth, market share, brand equity, and profitability. This role owns the end-to-end brand strategy, portfolio management, innovation pipeline, integrated marketing plans, and commercial execution while partnering closely with Franchise, Commercial, Insights, Operations, and Bottling teams to deliver outstanding business results. This is an individual contributor role.

Function Related Activities/Key Responsibilities

• Develop and execute annual and long-term Sprite brand strategies aligned with business growth objectives, consumer trends, and company priorities.
• Lead brand growth initiatives, including portfolio strategy, innovation, renovation, and packaging architecture to drive revenue and profitability.
• Create and deliver integrated marketing campaigns across consumer touchpoints, including digital, social, experiential, media, e-commerce, and in-store activation.
• Drive consumer-centric decision making through insights, analytics, market research, and performance measurement to optimize marketing investments.
• Partner with Commercial, Customer, Franchise, and Bottling teams to ensure flawless marketplace execution and achievement of volume, value, and share objectives.
• Manage marketing budgets, media investments, and agency relationships to maximize return on investment and marketing effectiveness.
• Lead cross-functional teams and influence senior stakeholders to deliver business priorities, innovation launches, and strategic initiatives.
• Build Sprite's relevance with Gen Z and emerging consumer segments through culture-led marketing, digital engagement, and innovative consumer experiences.

Education Requirements

• Bachelor's Degree in Marketing, Business Administration, Communications, Economics, or related field.
• MBA or postgraduate degree is preferred.
• Formal training in brand management, digital marketing, or commercial strategy is an advantage

Related Work Experience

• 10+ years of progressive experience in Brand Marketing, Consumer Marketing, or Commercial Leadership roles within the FMCG, beverage, consumer goods, or related industries.
• Proven experience leading large consumer brands with accountability for business performance, brand equity, and marketing investment.
• Strong track record of delivering growth through integrated marketing campaigns, innovation launches, and portfolio management.
• Experience managing cross-functional teams and influencing senior stakeholders across multiple functions.
• Experience in digital-first and culture-led marketing strategies targeting younger consumer segments is highly preferred.
• Prior regional or multinational organization experience is an advantage

Functional Skills

• Strategic Brand Management – Ability to develop growth strategies, drive brand positioning, portfolio decisions, and long-term business planning.
• Consumer & Market Insights – Strong capability in translating consumer insights, category trends, and analytics into actionable business strategies.
• Integrated Marketing Communications – Expertise in digital, media, experiential, social, influencer, and shopper marketing execution.
• Commercial Acumen & Business Planning – Strong understanding of P&L drivers, revenue growth management, financial analysis, and marketing ROI.
• Leadership & Stakeholder Management – Ability to lead cross-functional teams, influence senior leaders, manage agencies, and drive organizational alignment.

Leadership Competencies

• Growth Mindset
• Consumer Obsession
• Strategic Thinking
• Collaboration and Influencing
• Innovation and Creativity
• Results Orientation
• Talent Development
• Agile Decision Making