Marketing Director, Sprite - Philippines

Job Description

Position Overview The Marketing Director, Sprite Philippines is responsible for leading the strategic development and execution of the Sprite brand agenda to drive sustainable growth, market share, brand equity, and profitability. This role owns the end-to-end brand strategy, portfolio management, innovation pipeline, integrated marketing plans, and commercial execution while partnering closely with Franchise, Commercial, Insights, Operations, and Bottling teams to deliver outstanding business results. Function Related Activities/Key Responsibilities Develop and execute annual and long-term Sprite brand strategies aligned with business growth objectives, consumer trends, and company priorities. Lead brand growth initiatives, including portfolio strategy, innovation, renovation, and packaging architecture to drive revenue and profitability. Create and deliver integrated marketing campaigns across consumer touchpoints, including digital, social, experiential, media, e-commerce, and in-store activation. Drive consumer-centric decision making through insights, analytics, market research, and performance measurement to optimize marketing investments. Partner with Commercial, Customer, Franchise, and Bottling teams to ensure flawless marketplace execution and achievement of volume, value, and share objectives. Manage marketing budgets, media investments, and agency relationships to maximize return on investment and marketing effectiveness. Lead cross-functional teams and influence senior stakeholders to deliver business priorities, innovation launches, and strategic initiatives. Build Sprite's relevance with Gen Z and emerging consumer segments through culture-led marketing, digital engagement, and innovative consumer experiences. Education Requirements Bachelor's Degree in Marketing, Business Administration, Communications, Economics, or related field. MBA or postgraduate degree is preferred. Formal training in brand management, digital marketing, or commercial strategy is an advantage Related Work Experience 10+ years of progressive experience in Brand Marketing, Consumer Marketing, or Commercial Leadership roles within the FMCG, beverage, consumer goods, or related industries. Proven experience leading large consumer brands with accountability for business performance, brand equity, and marketing investment. Strong track record of delivering growth through integrated marketing campaigns, innovation launches, and portfolio management. Experience managing cross-functional teams and influencing senior stakeholders across multiple functions. Experience in digital-first and culture-led marketing strategies targeting younger consumer segments is highly preferred. Prior regional or multinational organization experience is an advantage Functional Strategic Brand Management – Ability to develop growth strategies, drive brand positioning, portfolio decisions, and long-term business planning. Consumer & Market Insights – Strong capability in translating consumer insights, category trends, and analytics into actionable business strategies. Integrated Marketing Communications – Expertise in digital, media, experiential, social, influencer, and shopper marketing execution. Commercial Acumen & Business Planning – Strong understanding of P&L drivers, revenue growth management, financial analysis, and marketing ROI. Leadership & Stakeholder Management – Ability to lead cross-functional teams, influence senior leaders, manage agencies, and drive organizational alignment. Leadership Competencies Growth Mindset Consumer Obsession Strategic Thinking Collaboration and Influencing Innovation and Creativity Results Orientation Talent Development Agile Decision Making Brand Architecture, Brand Positioning, Channel Management, Competitor Analysis, Consumer Segmentation, Creative Process, Digital Media Strategy, Group Problem Solving, Leadership, Marketing Goals, Marketing Strategies, Media Planning, Quantitative Research, Social Media Strategies, SWOT Analysis, Team Management Location(s): Philippines City/Cities Taguig City Travel Required 00% - 25% Relocation Provided: No Job Posting End Date September 30, 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.