COKE

Senior Director, Shopper Marketing

Japan · Work style not stated · Full time

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About the role

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EmployerCOKE
LocationJapan
Work styleWork style not stated
Employment typeFull time
Employer posted20 May 2026

Job Description Summary:

The Senior Director, Shopper Marketingis responsible forbringing brand and portfolio strategies to life at the point of purchase-across stores, shelves, and digital retail environments,with the clearobjectiveofincreasingbasket/beverage incidence anddriving shopper transactions.This roleleadsthe development ofend-to-endshopper engagement strategies grounded in a deep understanding of shopperbehaviourscience and high-quality, effective shopper communication.

With ownership across all categories and channels, the role defines how brands win with shoppers by translating insight into scalable, conversion-driving experiences. The Senior Director drives end-to-end shopper engagement, integrating in-storeexecution, retail media, and omnichannel touchpoints into a cohesive strategy.

Operatingat the intersection of shopperinsightsandby-channelgrowthstrategy includingretailerpriorities &retail media ecosystems, the Senior Director ensures shopper engagement strategies are continuouslyincreasingincidence, drivingquality transaction andoptimized through efficient, data-driven investmentdecisionto createvalue for both our businessandour customerswithmeasurable commercial impact.

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Scope of Responsibility

Markets: Japan

Channels/Categories:All channelsandcategories.

Coverage:Shopper marketing, Occasion based marketing,Channel strategy, Customer valuecreation,Retail media ecosystem,Segmented execution, Digitalinnovation.

Stakeholders: TCCC global/OU functions, Coca-Cola Bottling partnersin Japan,agenciesandkey customers.

KeyResponsibilities

Channelx CategoryShopperEngagementStrategy:Own and define the shopper marketing strategy acrossallchannelsand categories.Bringbrandstrategiesto life at the point of purchaseacross stores, shelves, and digital retail environmentsbased ondeepunderstanding ofroleof channelsandeach channel's growth strategy.

Occasion Based Marketing Leadership:Defines the strategic framework for occasion-based marketingwith deep understandingof howkeyoccasions shape shopper needs, decision-making, and purchase behaviorfor core brandsand how these occasions can beactivated at the point of purchase to drive transaction and conversionwith clear picture-of-success.

Shopper Behavior Science &End-to-End shopperrecruitment strategy:Increase W+ shoppers forourbrandsbyestablishingEnd-to-Endshopperjourneyframework acrosspreshopping-in store-after shopping using a scientific approachwith1st,2nd, 3rdparty data(Coke-ON, ID-POS, POS,Shopper panel data)to build effective and efficient shopper recruitment.

Retailer Insights, Strategy & Executive Partnerships:Serve as the senior strategic marketing counterpart to top retail partners.Lead the development of retailer-specific growth strategies grounded in deep shopper and retailer insights.Shape and influence Joint Business Plans (JBPs) through shopper-led growth opportunitiestosupportcustomer-leadsto create value.

Quality ContentDevelopment& Management& Agency Leadership:Oversee the development ofqualitycontentsto deliverrightmessage at point ofpurchase. Createmodular, scalable content systems forall therelevanttouch points.Lead andoptimizethe shopper agency ecosystem, including creative, production, retail media, and insights partnerswithbudget governance.Drive innovation in content formats, personalization, and dynamic retail execution.

Leadership & Capability Building:Build, lead, and inspire a high-performing shopper marketingteam.Develop future-ready capabilities in shopper science, retail media, analytics, and omnichannel execution.Act as a thought leader and internal educator on shopper marketing and retail dynamics.Foster strong cross-functional collaboration acrossMarketing,RGMx,Channels andFinance.

Qualifications & Requirements

Bachelor’s degree in Marketing, Business Administration or related fieldrequired

10+ years' progressive experience inmarketing,shopper marketing,commercial strategy,customerand channel managementwithin the FMCG/CPG industry. Experience in the beverage industry isstronglypreferred.

Strong in strategy developmentand thought leadership

Advanced analytical skills to turn insights into actionable plans and experience with syndicated and proprietary shopper data.

Rich experience in brand contents creation and agency management

Understanding offranchise-modeleconomics, retail/customer operations and financials, and the Coca-Cola system.

Ability to lead large-scale, cross-functional projects within a matrixorganizationand influence stakeholders at senior levels.

Stronginfluencingleadership,negotiationand relationship management skills.

Fluency in English and Japanese (business level for both).

Skills:

Location(s):

Japan

City/Cities:

Tokyo

Travel Required:

00% - 25%

Relocation Provided:

Job Posting End Date:

July 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.

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