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Lead the digital commerce activation strategy across China's eCommerce, O2O, and social commerce platforms to drive conversion and revenue. Orchestrate cross-functional teams to align full-funnel strategies and optimize digital portfolio architecture.
Requires a Bachelor's degree and 3-8 years of experience in eCommerce or digital strategy within the China market. Candidates must demonstrate strong commercial acumen, P&L orientation, and the ability to influence matrixed organizations.
Role Summary
The Manager, Customer Marketing – Digital Commerce defines and leads GCM’s digital commerce activation strategy across China’s eCommerce, O2O, and social commerce platforms.
This role owns the strategic translation of brand and portfolio priorities into platform-specific growth plans that drive conversion, revenue acceleration, and ROI improvement at scale. Operating with high autonomy, this JG10 leader influences cross-functional investment decisions and directly impacts digital channel P&L performance.
Please note: This role is not fully remote. The selected candidate will need to be based in Shanghai and follow our hybrid work setup
What You’ll Do for Us
Define Digital Channel Growth Strategy
Own annual and long-range digital commerce strategy aligned to GCM growth agenda
Lead platform roadmaps across marketplaces and O2O ecosystems
Set mega-moment strategy (6.18, 11.11, etc), including investment prioritization, performance benchmarks, and orchestration across teams
Drive digital portfolio architecture including bundling, innovation launches, and price-pack optimization
Drive Commercial & Financial Impact
Influence revenue growth, margin mix, and promotional ROI within digital channels
Partner with RGM and Finance on investment allocation and scenario trade-offs
Lead post-event performance analysis and continuous optimization frameworks
Shift digital conversations from tactical execution to strategic growth management
Orchestrate Cross-Functional Execution
Align Media, IMX, Category, and Key Account teams around full-funnel strategy
Embed data-led optimization and predictive insights into planning cycles
Drive digital shelf excellence as a competitive advantage
Perform other job‑related duties as assigned, in response to evolving business needs and market dynamics
Qualifications & Requirements
Required
Bachelor’s degree required; MBA preferred
4-8 years experience in eCommerce, digital strategy, or platform marketing in China
Proven ownership of large-scale digital campaigns and revenue outcomes
Strong commercial acumen and P&L orientation
Demonstrated influence in matrixed organizations
Advanced analytical capability
Preferred
FMCG experience
Experience shaping long-range channel strategy
What We Can Do For You
Opportunity to shape portfolio decisions that impact brands, categories, and consumers at scale
High-visibility role partnering with senior Marketing, Category, and Commercial leaders
Exposure to enterprise-level strategy discussions within a world-class system
A strong platform to grow into broader strategy or category leadership roles
Competitive compensation, benefits, and development opportunities
Location(s):
ChinaCity/Cities:
ShanghaiTravel Required:
00% - 25%Relocation Provided:
NoJob Posting End Date:
June 30, 2026We 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.
From our roots at the counter of a local Atlanta pharmacy, to our current portfolio of more than 200 beverages, The Coca-Cola Company is one of the most globally-recognized brands in the world. Today, our lineup features beloved beverage brands, including Coca-Cola, Sprite, Fanta, smartwater, Dasani, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Goldpeak, Minute Maid, Simply, fairlife and more. The Coca-Cola Company is committed to bringing about real change – to our industry, to our local economies, and to the world around us. Through constant evolution, we continue to reimagine the way we refresh the world and make a difference. We're innovating our portfolio with products that give people more varieties that meet our consumers where they are. We're working with global partners to transform our business, and grow it in more sustainable ways. And we're providing jobs and opportunities to the local economies where our people live and work, employing 700,000 people throughout our global system alongside bottling partners. If you're a changemaker looking to make a change, come join us in our mission to refresh the world and make a difference. Learn more at: www.coca-colacompany.com/careers
Offices: One Coca-Cola Plaza, Atlanta, GA 30313, US · 20860 N Tatum Blvd, Phoenix, AZ 85050, US · 60 Deans Rhode Hall Rd, Monmouth Junction, NJ 08852, US · 1150 Sanctuary Pkwy, Alpharetta, GA 30009, US · 15 Westcreek Blvd, Brampton, ON L6T 5T4, CA
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