Senior Director, Experience Design & Connection Planning - Sparkling Flavors

Coca-Cola · Shanghai

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Job Description Summary:

The Senior Director, IMX – Flavor Sparkling leads the design and integration of end-to-end consumer and shopper experiences, connecting brand ambition with creative, media, and commerce execution to drive measurable business impact. This role shapes scalable experience ecosystems that enhance relevance, accelerate conversion, and build long-term brand equity across a dynamic and evolving portfolio.

Please note: This role is not a fully remote position. The selected candidate will need to be based in Shanghai. 

What You’ll Do for US

• Drive strategic thinking on how marketing is designed around end-to-end consumer and shopper journeys to increase conversion, ensuring clarity, consistency, and quality of the experience across touchpoints.
• Lead the integration of brand business strategy and creative direction into cohesive, consumer-centric brand ecosystems that leverage owned, earned, shared, and paid channels as well as distinctive brand assets.
• Design end-to-end path-to-purchase frameworks that reflect evolving technology, disruptive market dynamics, competitive intensity, and shifting consumer and shopper behaviors.
• Connect brand experiences with ritual-building platforms to strengthen frequency, repeat behavior, and weekly conversion.
• Establish next-generation consumer and shopper engagement strategies across digital and physical environments, delivering seamless experiences before, during, and after purchase.
• Act as a catalyst for human-centered design thinking, mobilizing cross-functional resources to unlock new value propositions and scalable growth opportunities.
• Serve as both an evangelist for modern engagement solutions and a business owner accountable for translating innovation into measurable commercial impact.
• Balance bold, forward-thinking experimentation with disciplined business pragmatism to challenge the status quo while maximizing return on investment.
• Perform other job‑related duties as assigned, in response to evolving business needs and market dynamics   

Requirements & Qualifications

Experience  

• At least 12 years Marketing, media, and leadership experience  
• Experience with connections, digital marketing, media strategy and communication planning for leader and smaller brands 
• Preference for individuals with experience in working in consumer and shopper/commercial plans 
• Experience working in cross-functional teams 
• Expertise in working with different external partners (i.e.: agencies, production houses, media companies, influencers) 
• Communicating, influence and negotiate across multiple stakeholders. Experience in leading strategic conversations, negotiations and alignment with senior and key stakeholders 

Work Focus 

• Knowledge of external evolved media landscape and e-commerce (agencies, content companies, suppliers of products/experiences etc.) to identify optimal execution and deals where appropriate.
• Always find innovative ways to create differentiated programs that inspire consumers to choose Fanta.
• Ability to lead integrated brand experience and multiple touch points that are effective and efficient 
• Ability to work in Agile cross-functional teams

Communication Focus

• Role will require frequent communication with OU Mkt lead, OU IMX lead, OU Category teams, Franchise Marketing lead and teams and OU End-to-End XP design in other OUs;
• Role will also interact frequently with external parties, particularly agencies and media companies

What We Can Do for You

• Career Growth & Development: Access to global learning platforms, coaching, and mentoring as part of our Leadership & Development process.
• Diverse & Inclusive Culture: Be embraced for who you are and empowered to use your voice to help others find theirs.
• International Exposure: Collaborate with multicultural teams and participate in global projects through our networked organization.

Skills:

Location(s):

City/Cities:

Travel Required:

Relocation Provided:

Job Posting End Date:

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.

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