Director, Marketing - Fanta

Job Description Summary:

At The Coca‑Cola Company, we create moments of refreshment, fun, and connection that span generations and borders. Few brands embody that spirit as brightly as Fanta , our vibrant global icon of flavor, color, and youthful energy. In Thailand, Fanta plays a central role in our mission to deliver optimism and enjoyment through innovative experiences and culturally resonant campaigns.

We are seeking a Marketing Director who will lead the growth of Fanta by defining brand strategy, driving business performance, and delivering impactful marketing initiatives. This role is responsible for identifying growth opportunities, solving business challenges, and ensuring the successful execution of brand plans across the market. The position partners closely with regional/global category & innovation teams, Integrated Marketing Team, Commercial & Bottler teams to strengthen the brand, accelerate innovation, and drive exceptional in-market execution.

Based in Bangkok and reporting to the Senior Marketing Director, Sparkling Flavours – Thailand, this position collaborates broadly across Thailand, regional category teams, global innovation hubs, and franchise partners. The ideal candidate is a dynamic brand leader with a passion for creativity, an entrepreneurial mindset, and a proven record in building growth strategies and high‑impact marketing activations.

What You’ll Do for Us

- Develop and execute the long-term growth strategy for Fanta, ensuring alignment with business objectives and consumer trends.
- Partner with Insights team to leverage consumer, customer, and market insights to identify growth opportunities and inform strategic decisions.
- Own brand performance tracking, identify opportunities and risks, and lead actions to accelerate growth and solve business challenges.
- Partner with the Regional Innovation Hub (iHub) to develop and successfully launch new products, flavors, pack formats, and innovation platforms.
- Collaborate with the Integrated Marketing Experience (IMX) team to develop compelling communication campaigns and consumer experiences.
- Lead annual brand planning, business reviews, and operating plans.
- Manage marketing investments and resources to maximize business impact and return on investment.
- Work closely with commercial, channel, and bottler partners to ensure best-in-class execution across all consumer touchpoints.
- Influence and align cross-functional teams across marketing, commercial, insights, bottlers, and regional stakeholders to deliver business results.

Qualification & Requirements

- Bachelor’s degree in Marketing, Business, Finance or related field.
- 8+ years of experience in brand management, marketing, or commercial leadership within FMCG/consumer goods.
- Proven track record of developing brand strategies and delivering business growth.
- Strong analytical skills with the ability to turn data into actionable insights.
- Experience utilizing syndicated data sources and consumer intelligence platforms like Nielsen and Kantar.
- Experience managing brand performance, identifying growth opportunities, and resolving complex business challenges.
- Demonstrated success in leading innovation projects and bringing new products, campaigns, or platforms to market.
- Experience working with multiple functions and influencing stakeholders within a matrix organization.
- Strong commercial acumen with a deep understanding of consumer, customer, and channel dynamics.
- Excellent communication, presentation, and storytelling skills with the ability to influence senior stakeholders.
- Fluent verbal and written communication skills in both Thai and English.
- Strong project management skills with the ability to manage multiple priorities in a fast-paced environment.
- Proficiency in Microsoft Office Suite, particularly PowerPoint and Excel.

What We Can Do For You

- Lead one of the world's most iconic and loved beverage brands, with the opportunity to directly shape its future growth.
- Influence strategic decisions across brand, innovation, commercial execution, and consumer communications.
- Partner with regional and global teams, gaining exposure to world-class marketing practices and capabilities.
- Work in a fast-paced, collaborative environment where your ideas can be transformed into actions that impact millions of consumers.
- Develop leadership experience through cross-functional partnerships with Commercial, Bottlers, Insights, IMX, Innovation, and Franchise teams.
- Gain opportunities for professional growth and international career development within a global organization.
- Enjoy a culture that values diversity, continuous learning, well-being, and work-life balance.

Skills:
Agile, Brand Growth Strategy, Brand Growth Strategy & Architecture, Commercial Acumen, Consumer Product Strategy, Data Analysis, Influence Across the Network, Negotiation and Storytelling, Portfolio and Category Strategy, Portfolio Growth Strategy, Turning Data into Actionable insights

Location(s):
Thailand

City/Cities:

Travel Required:
00% - 25%

Relocation Provided:
No

Job Posting End Date:
December 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.