Job Description Summary:
Senior Marketing Manager, aRTD - Philippines
Reports to: Director, Marketing - aRTD
Location: Manila, Philippines
Focus, Scope, & Impact
- Develop and implement marketing plans for Alcoholic Ready-To-Drink beverages (aRTDs), with primary responsibility for the Philippines and additional responsibility for Singapore. The company’s current global portfolio of aRTDs includes Jack Daniel’s & Coca-Cola, Bacardi & Coca-Cola, Absolut & Sprite and local brands such as Lemon-Dou.
- Lead the development of the socialising ritual in the Philippines to generate value for customers and drive growth for the system, with additional responsibility for planning and activation in Singapore.
- Reporting to the Director, Marketing for aRTD in the ASP region, we are looking for a passionate brand builder and strategic thinker who is results-driven, thrives on building strong relationships, and will be proud to represent our brands. The ideal candidate will bring brand management experience within the alcoholic beverages category in the Philippines.
Key Deliverables
Strategy (10% of time)
- Work closely with OU (Operating Unit) Emerging Category Marketing Team and provide market input to ensure multi-country brand programs, innovation projects and the overall brand strategy meet local needs
Develop The Plan (30% of time)
- Adapt Global and Regional Brand Plans to optimize for local needs – including consultation and alignment with Regional Category Team and Bottling Partners.
- Input into End-2-End consumer & shopper engagement strategy and identify market-specific engagement opportunities
- Manage brand activation in market: including POS (Point of Sale) activations & promos and experiential marketing and events (using marketing assets), in coordination with bottlers & external partners
- Lead transcreation, localization and real-time amplification of campaigns working directly with agencies partners across ATL & BTL
Partner Bottler To Deliver The Plan (50% of time)
- Manage bottler alignment on the category marketing plan: portfolio priorities and category / brand strategies and plans, including objectives, DME (Direct Marketing Expense) investments, success metrics and activity calendars, including Innovation projects and IMX Campaigns, in partnership with the Philippines & Singapore Commercial teams and Franchise Leadership.
- Support the System (The Coca-Cola Company & Coca-Cola Europacific Aboitiz Philippines) in Customer & Shopper marketing agenda, maintaining strong relationships with key customers
Personal and Professional Development (10% of time)
Key Stakeholders You’ll Work With
- Role will interact frequently with Franchise Leadership teams, Philippines & Singapore Commercial teams, Bottling Partners, external parties (activation agencies, media) and other external partners.
Experience required:
Does this sound like you?
- You’re an entrepreneurial marketer who likes to push boundaries and challenge the status quo
- You love the challenge of scaling up start-up brands & building new categories
- You are thrilled to see brand ideas come to life in market and passionate about making things happen - turning ideas from good to great through brilliant activations
- You enjoy collaborating with diverse, multi-cultural marketing and commercial experts across our global network to execute never been done before brand ideas
- You have a keen interest in the alcohol sector and in the interests and passions of young adults
Ideal Work & Education Experience
- Strong marketing and leadership experience (8-10 years) with recent experience in Spirits, aRTD or Beer Categories
- Bachelor’s degree
- Direct experience working with global brands and with marketing activation is ideal
- Experience working in cross-functional teams and cross-geographical teams
- Experience with ‘social first’ and ‘experience led’ marketing campaigns
- Broad knowledge of the workings of the alcohol and HORECA (hotel, restaurant, and café channel) sectors
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:
December 31, 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.
