Senior Manager, Coffee, Georgia OTC Portfolio

Executive Summary

We are not looking for another Innovation Manager, Project Manager, or Commercial Marketer. We are looking for a Brand Architect who can help shape the future of Georgia brand.
This Senior Brand Manager role is our brand architect.
We are not looking for someone who wants to create great campaigns
We are looking for someone who can use brand building as a lever to grow the Georgia business.

Why Now?

Georgia has successfully returned to growth through portfolio renewal, innovation, pricing, and commercial execution from 2023. However, future growth will increasingly depend on our ability to recruit younger consumers, improve female penetration, retain seniors, expand occasions, strengthen long-term brand equity, and create future demand beyond product innovation.

What Problem This Role Solves

The challenge is not product innovation. The challenge is defining and strengthening what Georgia stands for in consumers' lives. This role will help define the future role of the Georgia master brand, brand architecture, long-term positioning, demand-space strategy, occasion expansion strategy, and consumer recruitment strategy.

What We Are NOT Looking For

Product development specialist
Commercialization specialist
CVS / SM channel expert
Project management specialist
Marketing coordinator
Execution-focused marketer

These capabilities already exist within the team.

What We ARE Looking For

We are looking for a Brand Architect who can define the future of the brand, build long-term brand equity, translate consumer insight into strategy, develop master-brand thinking, create future demand, and connect brand strategy with business growth.

Ideal Candidate Profile

Preferred backgrounds include FMCG, beverage, food, beauty, personal care, lifestyle brands, or consumer brands with strong brand-building capabilities. Experience managing large-scale master brands is highly preferred.

Key Evaluation Criteria

How do you strengthen a mature brand without relying solely on innovation?
What is the difference between product marketing and brand building?
How would you recruit younger consumers into a heritage brand?
How do you define brand equity?

How do you translate consumer and cultural insights into growth strategy?

We are NOT looking for ....

1. Focuses on branding without business accountability.

Can discuss branding concepts but struggles to connect them to business growth, consumer recruitment, profitability, or long-term value creation.

2. Prioritizes personal visibility over brand success.

More focused on creating impressive campaigns or building personal reputation than driving sustainable growth for the Georgia business.

3. Confuses communication development with brand building.

Believes brand marketing is primarily about advertising, creative execution, social campaigns, or talent selection, rather than defining brand strategy, positioning, and growth opportunities.

4. Thinks in campaigns rather than platforms.

Focuses on short-term initiatives rather than building long-term brand equity and consumer relevance.

5. Lacks enterprise mindset.

Unable to balance brand objectives with broader business priorities and cross-functional realities.

Success Definition

The successful candidate will help Georgia evolve from a brand that primarily wins through products and execution into a brand that wins through stronger consumer meaning, emotional relevance, and long-term brand equity.

The ideal candidate understands that brand building is not an end in itself. Brand strategy should ultimately drive business growth, consumer recruitment, stronger equity, and sustainable value creation for Georgia.

Agile, AI Concepts, Audience Engagement, Brand Strategy, Creative Strategies, Data Insights, Data Strategies, Design, Design Thinking, Experimentation, Ideas Generator, Influencer Marketing, Market Segmentation, Negotiation, Omnichannel Interactions, Portfolio Strategies, Revenue Growth Management, Social Media, Storytelling, Sustainability, System Economics, User Experience (UX) Design

Location(s):
Japan

City/Cities:
Tokyo

Travel Required:
00% - 25%

Relocation Provided:
No

Job Posting End Date:
July 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: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.