Senior Manager, Activation - CVS & Customers

Responsibilities

• CVS & Customer Activation Strategy
• 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
• 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).
• シニアマネージャー：アクティベーション担当（ CVS ・主要カスタマー）
• 職務概要
• シニアマネージャー（アクティベーション担当：CVS・主要カスタマー）は、日本国内のコンビニエンスストア（CVS）チャネルおよび主要な戦略的小売顧客において、 インパクトのあるショッパー・アクティベーション・プログラムの開発と実行を統括 します。本ポジションは、統合的なアクティベーション・プログラムを通じて、購買拠点（POP）におけるポートフォリオおよびブランド戦略を具現化し、ショッパーのエンゲージメント向上、セールスの増加、およびカテゴリー拡大を推進する役割を担います。
• ショッパーマーケティング担当シニアディレクターの右腕として、 各ブランドの優先順位を、店舗やオンライン（オムニチャネル）での具体的な施策へ と落とし込むための「勝ちパターン（フレームワーク）」を策定します。全ての施策において、データやインサイトに基づいた確かな裏付けを持ち、かつ 小売店側の戦略とも合致した実効性の高い展開を 計画 する役割 を担います。
• ブランドマーケティング、チャネル戦略、カスタマーチーム、およびRGMX（収益成長管理）チームと連携し、CVSおよび主要顧客において戦略的なアクティベーションを実行し、ショッパーの購買転換（コンバージョン）を最大化させ、購買拠点におけるコカ・コーラのリーダーシップを強化します。
• 職務範囲
• 市場： 日本
• チャネル： コンビニエンスストア（CVS）および主要な小売顧客
• ポートフォリオ： 全カテゴリー
• 担当範囲： 店頭活性化戦略、店頭実行プログラムの開発、得意先別アクティベーション、リテールメディアの活用、各種キャンペーン・販促の企画
• ステークホルダー：
• o マーケティング（カテゴリー、IMX、デジタル）
• o チャネル戦略チーム
• o 顧客担当チーム（

Additional Information

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

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