Senior Manager, Performance Marketing & Digital Shelf

Job Description Summary:

ABOUT THE ROLE

Our vision is to love brands, done sustainably, for a better shared future. We strive to deliver cutting-edge excellence in ingredients, innovation, design and marketing.

As the Senior Manager, Performance Marketing & Digital Shelf for the ASEAN & South Pacific (ASP) Operating Unit (OU), you will own how Coca-Cola brands show up and perform across the digital commerce ecosystem. This role brings together two tightly connected capabilities: the effectiveness of retail media and on-platform marketing investment, while ensuring the quality and compliance of brand and product content across all digital touchpoints.

In markets where digital commerce is nascent, great content without media investment is invisible — and media spend pointing to a broken product page is wasted. This role exists at that intersection. Spanning digital shelf, retail media, social commerce, and full-funnel marketing, you will build the standards, playbooks, and governance tools that enable bottlers to win on the digital shelf, convert demand through performance marketing, and capture impulse and discovery through social commerce channels.

We are looking for a digitally fluent operator who is passionate about brand excellence and experienced in driving execution through bottler and platform partnerships.

WHAT YOU'LL DO FOR US

Operationalise Digital Commerce Strategy

• Translate the OU digital commerce strategy into execution-ready playbooks, standards, and delivery commitments across digital shelf, retail media, and social commerce
• Drive alignment across the organization on content compliance, retail media investment frameworks, and platform priorities
• Identify execution gaps across markets and build evidence-based cases for bottler investment and capability uplift against best-in-class benchmarks.
• Proactively identify and pilot emerging commerce technologies — including agentic commerce, AI-driven personalisation, and conversational commerce — with a disciplined test, learn, and scale mindset; bring structured proof points to bottlers and markets that translate innovation into measurable business outcomes, leapfrogging conventional capability build sequences where the opportunity exists

Performance Marketing, Social Commerce & Full-Funnel

• Define and embed a full-funnel marketing framework for digital commerce — connecting upper-funnel brand and social investment to on-platform conversion — and own the regional retail media strategy including platform prioritisation, ROI benchmarks, and the campaign calendar across key commercial moments.
• Build the regional social commerce approach— covering live commerce formats, shoppable content standards, and creator or affiliate programme governance — ensuring activations are integrated with digital shelf and retail media execution.
• Serve as the regional point of contact with platform media teams to secure preferential commercial terms, new ad formats, and data partnerships; conduct regular performance reviews with bottler teams and drive ROI discipline across all digital investment.

Digital Shelf Excellence

• Define and maintain the regional content playbook — establishing PDP standards from minimum compliance to gold standard across pureplayers, eGrocery, and food service aggregators — and deploy an audit and reporting framework that gives bottlers clear, regular visibility of content quality, share of search, and availability.
• Own the new item launch process for digital channels, ensuring SKUs are listed, live, and content-compliant at launch; manage the regional brand asset library and PDP templates that make bottler compliance achievable rather than aspirational.
• Manage regional relationships with major pureplayer and eGrocery partner teams on content, brand store management, and category visibility — securing enhanced brand presence, search placement, and a single version of truth across digital shelf reporting.

Bottler Capability Building

• Build bottler capability across digital shelf, retail media, and social commerce through structured playbooks, tools access, training, and post-campaign learning sessions.
• Track capability uplift and platform adoption metrics across the bottler system, identifying markets requiring additional support and escalating gaps through appropriate governance channels.
• Stay closely connected to the global digital commerce teams to ensure regional approaches remain aligned with global frameworks and benefit from cross-market learnings.

QALIFICATIONS & REQUIREMENTS

• Minimum 6+ years of experience in digital commerce, eCommerce, or digital marketing within FMCG, retail, or platform environments; bachelor's degree or equivalent work experience required.
• A track record of building full-funnel marketing capability and execution — connecting brand and social investment to on-platform conversion, with working knowledge of attribution models — and proven ability to drive execution outcomes through bottlers, distributors, or agency partners rather than direct teams.
• Proven curiosity and hands-on experimentation with emerging commerce technologies — including agentic commerce, AI-driven personalisation, or conversational commerce — with at least one clear example of having taken an innovation from pilot to measurable scale.
• Demonstrable hands-on experience across digital shelf management (PDP operations, content auditing, share of search), retail media platforms (Lazada, Shopee, Amazon, or equivalent), and social commerce (TikTok Shop, Instagram Shopping, or equivalent).

What We Can Do For You:

• Career Development: The Coca-Cola Company offers a wide range of resources and programs to support your career development, including global learning programs and leadership development programs.
• Inclusive Workplace: The Coca-Cola Company is committed to fostering an inclusive workplace. We value and celebrate diversity, which leads to a stronger, more competitive company that can better serve our customers and communities.
• Exposure to World Class Leaders: Availability to global leaders that will expand your network and exposure you to emerging technologies and techniques.

We look forward to welcoming you to our team and working together to continue the Coca-Cola legacy of refreshing the world and making a difference.

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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.