Senior Manager, Activation – CVS & Customers

Job Description Summary:

Job Summary

The Senior Manager, Activation – CVS & Customers is responsible for developing and executing high-impact shopper activation programs across the Convenience Store (CVS) channel and key strategic retail customers in Japan. This role brings portfolio and brand strategies to life at the point of purchase by designing integrated activation programs that drive shopper engagement, transaction growth, and category expansion.

Reporting to the Senior Director, Shopper Marketing, this role leads the development of scalable activation frameworks that translate brand and portfolio priorities into compelling in-store and omnichannel shopper experiences. The Senior Manager ensures that activation programs are insight-led, commercially effective, and aligned with customer strategies and retail execution priorities.

Operating at the intersection of Brand Marketing, Channel Strategy, Customer Teams, and RGMX guardrails, this leader ensures that activation programs are strategically designed and flawlessly executed across CVS and key retail customers to maximize shopper conversion and strengthen Coca-Cola’s leadership at the point of purchase.

Scope of Responsibility

• Market: Japan
• Channel: Convenience Store (CVS) and key strategic retail customers
• Portfolio: All categories
• Coverage: Shopper activation strategy, in-store execution programs, customer-specific activation planning, retail media integration, promotional activation development
• Stakeholders:
o Marketing (Category, IMX, Digital)
o Channel Strategy teams
o Customer teams (CVS & Key Accounts)
o RGMX
o Finance
o Bottling partners
o Retail customers

Key Responsibilities

CVS & Customer Activation Strategy

Define and lead activation strategies for CVS and key strategic customers to bring portfolio priorities to life at the point of purchase. Translate brand and channel strategies into impactful shopper-facing activation programs that increase visibility, drive conversion, and maximize category growth.

Customer-Centric Activation Planning

Partner closely with customer teams to design activation programs tailored to retailer priorities, shopper missions, and store environments. Ensure that activation initiatives strengthen customer partnerships while delivering commercial impact for the Coca-Cola system.

Integrated Shopper Activation Programs

Develop integrated activation programs combining in-store visibility, retail media, digital engagement, and non-pricing promotional mechanics. Ensure programs deliver compelling shopper experiences that influence purchase decisions and increase shopper recruitment.

Retail Media & Omnichannel Activation

Collaborate with customers and retail media partners to activate shopper engagement across digital and physical touchpoints, including retailer-owned media, loyalty platforms, and digital shelf environments. Ensure activation strategies leverage data-driven insights to maximize shopper reach and effectiveness.

Execution Excellence & Picture-of-Success Compliance

Drive best-in-class execution of activation programs in stores by ensuring alignment with Picture-of-Success standards and channel priorities. Monitor execution performance and implement corrective actions to ensure high compliance and impact.

Agency & Budget Management

Lead the shopper activation agency ecosystem, including creative, production, and retail media partners. Ensure activation programs are delivered with high creative quality, operational efficiency, and disciplined budget governance.

Qualifications & Requirements

• Bachelor’s degree in Marketing, Business Administration, or related field.
• 6 – 10+ years of experience in shopper marketing, activation, customer marketing, or brand activation within FMCG/CPG.
• Strong understanding of Convenience Store channel dynamics and retail execution in Japan.
• Experience developing customer-specific activation programs and managing complex in-store marketing initiatives.
• Strong cross-functional leadership in a matrix organization.
• Proven ability to translate brand and portfolio strategy into high-impact shopper activation programs.
• Fluency in English and Japanese (business level required).

Skills:

Account Management, Agency Management, Channels Strategy, Customer Relationship Management (CRM), Digital Marketing, Experiential Marketing, Leadership, Marketing Activation, Marketing Execution, Marketing Strategies, Media Strategies, Promotional Activities, Social Media, Syndicated Research, Waterfall Model

Location(s):

Japan

City/Cities:

Tokyo

Travel Required:

00% - 25%

Relocation Provided:

No

Job Posting End Date:

June 25, 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.