The consumer, ultimately. But my immediate boss is the general manager for strategic marketing and innovation for the China division. He likes to keep a low-profile so I prefer not to disclose his name.
How many staff?
My group consists of 12 marketing experts, who manage our CSD brand portfolio Coke, Sprite and Fanta.
Marketing responsibilities?
To convince consumers in China to prefer Coca-Cola beverages over the competition; and more importantly, to bring out the best in our staff to enable them to bring out the best in the group's brands. Coke also bears an important responsibility to enlist the commitment of bottling partners for its marketing programmes and new product initiatives, making internal marketing as critical to ensure successful marketplace execution.
Who's the competition?
All beverages.
How do you get a job at Coca-Cola?
Coca-Cola looks for people with superior leadership qualities, a passion for excellence and a burning desire to fulfil the mission shared by employees worldwide: to benefit and refresh everyone the group touches.
Are department or office transfers possible?
Yes. The company recognises the value of broadening assignments for our employees, not only across departments, but also between Coca-Cola and our bottling partners within the broader system, that help enhance employees' skill sets while fostering closer collaboration.
Any training offered?
Every single day, our people learn something new and enriching on-the-job, in addition to regular classroom-type training seminars.
Pay and perks?
Competitive within the industry.
Long hours?
Yes, although I believe this is the way of life for most FMCG marketers worldwide, and especially in China. More importantly, if staff need to work overtime, it's no longer because they need to, but because they want to, which demonstrates the passion and commitment of our team.
Business travel?
Local China trips three or four times a month. Staff hold meetings via tele/video-conferencing, to devote more time to market visits - listening to consumers, building customer goodwill, activating sponsorships or pounding the pavement with our bottlers' salesmen.
Willy Arcilla is CSD group marketing director, division marketing, at Coca-Cola China.