About this 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 insightsRecommends 3-year country projects and 2-year IMX campaigns to country Mktg LeadFor local IMX campaigns and Innovation projects: Develops and aligns briefs, oversees the creation and pre-testing and approves the final project bundleDefines 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 waysRecommends 3-year innovation projects and 2-year IMX campaigns to country Mktg LeadIMX campaigns and Innovation projects: Develops and aligns briefs, oversees the creation and pre-testing and approves the final project bundleDefines brand calendar at market level, allocating DME to creation & activity typesSupports the development of channels and in-store execution plans, supporting bottling partners and customersFinancial 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 ownershipWorked in/with all relevant marketing disciplines: innovation, creative strategy, connections, design, category/brand positioning & growth strategyLed scaled, complex, cross-functional and cross-geographical teams and projectsLed and developed teams directlyAdvanced business and commercial acumenBehaviors: 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: September 6, 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.