About the role
ASP OU Marketing is undergoing a step-change to deliver more balanced, sustainable growth, powered by deeper consumer intimacy, stronger integration, accelerated innovation, and data- and tech-enabled precision marketing. The organization is designed to combine local relevance with scale, shift data and technology from experimentation to competitive advantage, and operate through flywheel execution with clear accountability for impact and ROI. All roles operate within a tightly integrated OU-Market model, where the OU elevates and enables strategic growth + OU-wide platforms while markets integrate, execute, and track performance with speed and rigor while developing local content, partnership and experiences.
Focus, Scope, & Impact:
The Category Lead will focus primarily on developing brand growth, creative and innovation strategy and plans to drive sustainable business growth
Global Brands - working in partnership with Global Category Lead (GCL) and OU Category Lead: Total Coca-Cola Trademark
Provides input on high-level category agenda and global brand strategy (positioning, occasions-channels, VIS, passion points, creative, innovation), based on local consumer insights
Recommends 3-year country projects and 2-year IMX campaigns to country Mktg Lead
For local IMX campaigns and Innovation projects: Develops and aligns briefs, oversees the creation and pre-testing and approves the final project bundle
Defines brand calendar at market level, allocating OU-controlled DME to activity types
Local and Regional Brands:
Develops brand strategy (positioning, occasions-channels, VIS, passion points, creative, innovation), leveraging local consumer insights to connect consumers to KO brands in unique, differentiated and competitively advantageous ways
Recommends 3-year innovation projects and 2-year IMX campaigns to country Mktg Lead
IMX campaigns and Innovation projects: Develops and aligns briefs, oversees the creation and pre-testing and approves the final project bundle
Defines brand calendar at market level, allocating DME to creation & activity types
Supports the development of channels and in-store execution plans, supporting bottling partners and customers
Financial improvement (NSR, OI, margins): recommends LRP and ABP growth targets, and continuously improving metrics (e.g. weekly+ drinkers, shopper basket incidence and brand equity) via performance management, learning, and course-correction
Experience & Critical Requirements
Significant marketing and leadership experience (10 years+), including insight & analytics, brand/portfolio strategies, innovation, complex marketing programs management and P&L ownership
Worked in/with all relevant marketing disciplines: innovation, creative strategy, connections, design, category/brand positioning & growth strategy
Led scaled, complex, cross-functional and cross-geographical teams and projects
Led and developed teams directly
Advanced business and commercial acumen
Behaviors: Growth Mindset: someone that is curious, dreams big, does what is hard and has an enterprise mindset.
Location(s):
Philippines
City/Cities:
Taguig City
Travel Required:
00% - 25%
Relocation Provided:
No
Job Posting End Date:
October 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.
Annual Incentive Reference Value Percentage:30
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.