Manager, IMX - Customer Marketing, Digital Commerce

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

Required

Qualifications & Requirements

• Bachelor’s degree required; MBA preferred
• 3-8 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

Brand Architecture, Brand Positioning, Channel Management, Competitive Assessments, Consumer Segmentation, Creative Briefs, Digital Media Strategy, Group Problem Solving, Local Advertising, Marketing Activation, Marketing Strategies, Media Planning, Online Marketing, Shopper Marketing, Social Media Strategies, Sponsorships, SWOT Analysis, Team Management

Location(s):

China

City/Cities

Shanghai

Travel Required

00% - 25%

Relocation Provided:

No

Job Posting End Date

July 17, 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.

Annual Incentive Reference Value Percentage:15

Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.