Senior Marketing Manager Alcoholic Ready-to-Drink ARTD

Job Description Summary:

At The Coca‑Cola Company, our mission is to refresh the world and make a difference—driven by innovation, collaboration, and a passion for creating brands that connect authentically with consumers. As we expand into new beverage categories that reflect evolving social occasions, the Alcoholic Ready‑To‑Drink (aRTD) portfolio marks an exciting frontier in our growth journey. This Senior Marketing Manager role offers a unique opportunity to shape how our iconic collaborations—such as Jack Daniel’s & Coca‑Cola, Bacardi & Coca‑Cola, and Absolut & Sprite, as well as local favorites like Lemon‑Dou—come to life across the Philippines.

You will play a pivotal role in developing the socializing rituals that define how people experience our brands, translating the Coca‑Cola system’s global innovation into locally relevant execution. Working within the Marketing Function and reporting to the Regional Director for aRTD in Asia Pacific, you will partner with our bottling and commercial teams to activate the portfolio at scale. This position calls for a passionate, strategic thinker who thrives in dynamic categories, embraces cross‑cultural collaboration, and is energized by the challenge of building new consumer experiences. The role directly contributes to Coca‑Cola’s ambition of capturing new consumption moments and connecting meaningfully with adult drinkers through quality, creativity, and purpose.

What You’ll Do for Us

• Develop and execute integrated marketing plans for Alcoholic Ready‑To‑Drink beverages in the Philippines.
• Collaborate with the Operating Unit Emerging Category Marketing Team to provide local insights that shape multi‑country brand programs, innovation projects, and overall category strategies.
• Adapt global and regional brand plans to reflect market trends, ensuring strategies resonate in‑market and strengthen portfolio relevance.
• Partner with bottling teams and agencies to manage the end‑to‑end consumer and shopper engagement approach, identifying market‑specific opportunities that elevate brand experiences.
• Lead the transcreation and localization of campaigns across diverse channels, including ATL, BTL, digital, and experiential marketing.
• Coordinate seamless execution of brand activations, promotions, and events, ensuring purpose‑driven storytelling and brand consistency.
• Support the Coca‑Cola system in developing and implementing shopper and customer marketing initiatives, fostering strong retailer and outlet partnerships.
• Drive collaboration between franchise, commercial, and marketing teams to align category objectives, investment priorities, and success metrics for each market.
• Monitor campaign performance and consumer dynamics to inform real‑time adjustments and continuous improvement.
• Contribute to the development of insights‑led planning and a culture of innovation within the emerging beverage categories team.
• Engage regularly with internal cross‑functional networks and external partners to co‑create pioneering brand ideas that reflect modern occasions and local relevance.
• Champion sustainability and responsible marketing practices across activation workstreams.
• Participate actively in learning and capability‑building initiatives, expanding expertise in digital marketing, brand analytics, and consumer experience design.

Requirements & Qualifications

• Education: Bachelor’s degree in Marketing, Business Administration, or a related field.
• 8+ years of progressive marketing experience, ideally within Spirits, Beer, or aRTD categories.
• Direct experience managing global or regional brands, including brand activation and go‑to‑market planning.
• Proven capability in developing “social‑first” and “experience‑led” campaigns that resonate with diverse audiences.
• Comfortable working across cultures and time zones, partnering effectively with multi‑country and cross‑functional teams.
• Strong understanding of consumer dynamics in the alcoholic beverages category, especially in the Philippines, with familiarity in HORECA (hotel, restaurant, and café) channels.
• Skilled at interpreting marketing data, digital performance metrics, and shopper insights to refine local strategies.
• Confidence in managing external agency relationships, activating campaigns, and working collaboratively with bottlers and commercial teams.
• Demonstrated fluency in data‑driven marketing, sustainability priorities, and modern tools that enhance brand planning and communication.
• Entrepreneurial mindset with an ability to balance creative vision and commercial discipline in fast‑evolving market spaces.
• Passion for understanding the interests, rituals, and social patterns of adult consumers while promoting responsible consumption.

What We’ll Do for You

• Empower you with opportunities to lead brand innovation and category‑development initiatives that shape Coca‑Cola’s presence in emerging beverage occasions.
• Offer exposure to regional and global marketing networks where new ideas and cultural insights are shared, inspiring continuous learning and creativity.
• Enable broad collaboration across commercial, franchise, and brand teams—building marketing capability and impact across multiple markets.
• Support your professional growth through learning programs focused on digital fluency, brand storytelling, data analytics, and modern marketing technologies.

Skills:

Analytical Thinking, Brand Architecture, Brand Positioning, Channel Management, Competitive Assessments, Consumer Segmentation, Creative Process, Digital Media Strategy, Group Problem Solving, Leadership, Marketing Strategies, Media Planning, Quantitative Research, Social Media Strategies, SWOT Analysis

Location(s):

Philippines

City/Cities:

Taguig City

Travel Required:

00% - 25%

Relocation Provided:

No

Job Posting End Date:

November 27, 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.

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