Director, Frontline Marketing, CBL

At The Coca-Cola Company, we have been refreshing the world and making a difference for 139 years. With a portfolio of more than 200 brands enjoyed by billions of consumers globally, we are committed to driving sustainable growth and creating value for our customers, communities, and stakeholders.  

As Director, Frontline Marketing, CBL, you are responsible for driving brand activation and consumer experience excellence across CBL mainland markets. The role ensures high quality execution of national brand plans (NPDs and marketing campaigns) and locally relevant programs, translating Category brand strategies into impactful, market-ready activation. 

Based in Beijing, this role operates in a highly networked way, partnering closely with Franchise Operations, Channel teams, and Bottling Groups, with Category and IMX providing strategic direction and scalable platforms. The role focuses on localization, amplification, and execution excellence of brand and innovation initiatives, rather than owning commercial or channel integration. 

As a Frontline leader, your rolemodel growth behaviors, act with an open and consumercentric mindset, and inspire bottlers and marketing teams to deliver consistent, highquality brand experiences. 

Manager: Vice President, Franchise Operations - CBL 
Role Type: Individual Contributor  

• Lead frontline marketing activation and execution to deliver strong brand presence, consumer engagement, and category growth in local markets.

• Ensure effective localization, amplification, and in market execution of national marketing campaigns and NPD launches, leveraging IMX platforms and tools.

• Partner with Category teams to translate brand strategies and innovation priorities into locally relevant activation plans and execution playbooks.

• Work closely with Franchise Operations and Channel teams to ensure marketing plans are aligned with agreed omni channel priorities and execution calendars.

• Drive experiential marketing, POS execution, and brand activation programs to elevate consumer experience at key moments of truth.

• Support customer and channel marketing execution by providing brand assets, activation concepts, and execution standards, without owning commercial or channel strategy.

• Manage regional DME allocation and spending (ATL & BTL), ensuring effective investment, execution quality, and ROI discipline.

• Provide local market insights, learnings, and best practices to Category, IMX, and system partners to continuously improve marketing effectiveness.

• Lead and inspire frontline marketing teams and bottlers with clear priorities, high execution standards, and a strong growth mindset.

• Perform other job‑related duties as assigned, in response to evolving business needs and market dynamics.

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

• 10+ years relevant experience in consumer marketing, brand activation, or frontline operations.

• Direct sales, key account, or franchise management with P&L responsibility.

• Proven track record of leading complex marketing execution with multiple stakeholders.

• Fluent in both Mandarin and English, with the ability to operate effectively in a business environment.

• Brand & Consumer Impact: Lead iconic brands at the frontline, bringing brand strategies to life through powerful activation, local relevance, and memorable consumer experiences.

• Cross Functional Collaboration: Work closely with Category, Channel, Franchise Operations, IMX, and Bottlers to deliver integrated marketing execution at scale.

• Creative & Execution Excellence: Access best in class marketing platforms, tools, and capabilities to elevate creativity, speed, and execution quality across markets.

• Professional Growth: Develop your leadership, strategic thinking, and influence skills within a dynamic, global organization committed to continuous learning.