Senior Director, Omni Channel, SCCL, ZH & Macau

The Coca-Cola Company; Shanghai (VA); On-site; USD 180,000 - 260,000; Full time

Job summary

The Coca-Cola Company seeks a senior leader to drive omnichannel commercial strategy and integration across franchise markets, ensuring alignment of consumer, customer, channel, category, and RGM strategies. You will connect brand, price, pack, channel and occasion plans to marketplace opportunities and accelerate growth through disciplined execution.

You will champion segmentation, resource prioritization, and cross-functional collaboration with bottlers and franchise leadership to execute

Qualifications

• Bachelor’s degree or higher in Business, Finance, Marketing, Management or related field.
• Typically 12–15 years of progressive FMCG commercial leadership experience.
• Strong experience in Revenue Growth Management, Channel Strategy, and Franchise/Bottler Management.
• Proven ability to translate business strategy into measurable marketplace growth.
• Excellent analytical and stakeholder-management capabilities.

Responsibilities

• Lead Omnichannel Commercial Strategy and Integration across Franchise markets with end-to-end alignment of consumer, customer, channel, category, and RGM.
• Drive Cross-channel OBPPC and pricing coherence linking brand, price, pack, channel and occasion strategies to opportunities.
• Develop and manage the Cross channel/Category Omni Calendar for aligned execution across channels and markets.
• Translate OU strategies into integrated market activation plans with internal and bottling partners.
• Ensure prioritization and deployment of commercial priorities across traditional and emerging channels.
• Lead segmentation and resource prioritization; translate insights into actionable priorities.

Skills

Omnichannel strategy

Cross-functional leadership

RGM and pricing

Market activation planning

Stakeholder influence

Education

BA/BS or higher in Business/Finance/Marketing/Management

Tools

Microsoft Excel

PowerPoint

Job description

• Lead Omnichannel Commercial Strategy and Integration


• Lead selected omnichannel initiatives across Franchise markets, ensuring strong integration of consumer, customer, channel, category and RGM strategies.


• Drive Cross channel OBPPC and pricing coherence, connecting brand, price, pack, channel and occasion strategies to marketplace opportunities.


• Strengthen and develop BG focused Cross channel/Category Omni Calendar to improve alignment and synchronization of key commercial initiatives across channels and markets.


• Partner with internal and Channel and Category teams and Bottler header quarter team to translate OU strategies into integrated market activation plans.


• Ensure commercial priorities are connected across traditional and emerging channels to maximize both consumer incidence and system value creation.


• Drive Strategic Segmentation and Resource Prioritization


• Lead and continuously refine channel, customer, category and market segmentation to identify the highest-value growth opportunities.


• Translate segmentation insights into clear commercial priorities, resource allocation and execution choices.


• Support Franchise leadership and bottling partners in making fact‑based trade‑offs across markets, channels and commercial initiatives.


• Ensure segmentation recommendations are embedded into ABP priorities and key business routines.


• Use market dynamics, competitive intelligence and commercial performance data to identify opportunities requiring intervention or acceleration.


• Accelerate Channel and Category Growth


• Partner with Franchise BD, channel, category and bottling partners to develop and execute channel and category acceleration plans.


• Drive disciplined implementation of PicOS / segmented execution standards across priority channels and occasions.


• Enable Stronger Bottler Partnership and System Alignment


• Build trusted relationships with senior bottler stakeholders and serve as a strategic commercial partner on priority growth agendas.


• Facilitate alignment between TCCC and bottling partners on commercial opportunities, investment priorities and execution plans.


• Connect multiple functional perspectives into integrated recommendations for Franchise leadership and bottling partners.


• Influence stakeholders across the network without direct authority to unlock resources, accelerate decisions and resolve business issues.


• Support the evolution toward a more integrated “One Swire” way of working where common opportunities, capabilities and best practices can be leveraged across markets.


• Build Commercial Capability and Execution Excellence


• Assess bottler and Franchise commercial capability gaps against business priorities and agreed commercial standards.


• Partner with Commercial COE and relevant functions to strengthen capabilities in areas including:




• Revenue Growth Management


• Channel Strategy


• Segmented Execution


• PicOS / execution excellence




• Facilitate transfer of best practices across markets and convert learning into practical business application.


• Help institutionalize repeatable commercial tools, scorecards and routines that improve execution quality and decision-making.
  

Key Responsibilities

• Lead Omnichannel Commercial Strategy and Integration


• Lead selected omnichannel initiatives across Franchise markets, ensuring strong integration of consumer, customer, channel, category and RGM strategies.


• Drive Cross channel OBPPC and pricing coherence, connecting brand, price, pack, channel and occasion strategies to marketplace opportunities.


• Strengthen and develop BG focused Cross channel/Category Omni Calendar to improve alignment and synchronization of key commercial initiatives across channels and markets.


• Partner with internal and Channel and Category teams and Bottler header quarter team to translate OU strategies into integrated market activation plans.


• Ensure commercial priorities are connected across traditional and emerging channels to maximize both consumer incidence and system value creation.


• Drive Strategic Segmentation and Resource Prioritization


• Lead and continuously refine channel, customer, category and market segmentation to identify the highest-value growth opportunities.


• Translate segmentation insights into clear commercial priorities, resource allocation and execution choices.


• Support Franchise leadership and bottling partners in making fact‑based trade‑offs across markets, channels and commercial initiatives.


• Ensure segmentation recommendations are embedded into ABP priorities and key business routines.


• Use market dynamics, competitive intelligence and commercial performance data to identify opportunities requiring intervention or acceleration.


• Accelerate Channel and Category Growth


• Partner with Franchise BD, channel, category and bottling partners to develop and execute channel and category acceleration plans.


• Drive disciplined implementation of PicOS / segmented execution standards across priority channels and occasions.


• Enable Stronger Bottler Partnership and System Alignment


• Build trusted relationships with senior bottler stakeholders and serve as a strategic commercial partner on priority growth agendas.


• Facilitate alignment between TCCC and bottling partners on commercial opportunities, investment priorities and execution plans.


• Connect multiple functional perspectives into integrated recommendations for Franchise leadership and bottling partners.


• Influence stakeholders across the network without direct authority to unlock resources, accelerate decisions and resolve business issues.


• Support the evolution toward a more integrated “One Swire” way of working where common opportunities, capabilities and best practices can be leveraged across markets.


• Build Commercial Capability and Execution Excellence


• Assess bottler and Franchise commercial capability gaps against business priorities and agreed commercial standards.


• Partner with Commercial COE and relevant functions to strengthen capabilities in areas including:




• Revenue Growth Management


• Channel Strategy


• Segmented Execution


• PicOS / execution excellence




• Facilitate transfer of best practices across markets and convert learning into practical business application.


• Help institutionalize repeatable commercial tools, scorecards and routines that improve execution quality and decision-making.
  

The Role Will Be Successful When It Enables

• Clearer prioritization of Franchise resources against the highest-value commercial opportunities.


• Stronger integration of RGM, channel, category and execution strategies.


• Faster translation of OU commercial strategies into bottler and marketplace execution.


• Improved effectiveness of OBPPC and segmented execution across priority channels.


• Stronger RTM, customer management and commercial capabilities across bottling partners.


• More disciplined and effective collaboration between Franchise Operations, BD, Commercial and bottling partners.


• Reduced dependency on fragmented or ad-hoc ways of working through clearer commercial routines and ownership.


• Sustainable business growth generated through stronger System alignment and execution excellence.
  
  

Requirements & Qualifications

• Bachelor’s degree or above in Business, Finance, Marketing, Management or a related discipline.


• Typically 12–15 years of progressive FMCG commercial leadership experience, preferably within a multinational organization.


• Strong experience in one or more of the following areas:




• Revenue Growth Management


• Channel Strategy


• Customer / Key Account Management


• Route-to-Market


• Commercial Strategy


• Franchise or Bottler Management




• Demonstrated experience translating business strategy into marketplace execution and measurable growth.


• Strong understanding of annual business planning, commercial planning, forecasting and performance management.


• Experience working with bottlers, distributors, customers or other complex business partners is highly preferred.


• Proven track record of delivering revenue growth and improving commercial execution.


• Strong analytical capability with the ability to convert complex data and market information into clear business priorities.


• Demonstrated ability to operate effectively in a matrixed organization and influence senior stakeholders without direct authority.


• Ability to manage ambiguity, competing priorities and complex stakeholder environments