Senior Director General Manager Tea Company

**Job Description Summary:** The Coca-Cola Company, a global beverage leader with a rich history of 140 years and a portfolio of over 200 brands worldwide and TeaCo is a dedicated 'hothouse' tasked with **step-change growth** and disruptive innovation in the ready-to-drink tea category. Operating within a 'sandbox' (primarily Guangdong province, with initial focus on the Greater Guangzhou area), TeaCo is expected to: •  Test creative ideas and new business models at startup speed. •  Leverage the global scale of Coca-Cola and local execution strength of Swire •  Deliver validated concepts that can scale back into the core ATH system or launch as independent brands. •  Achieve **+150M incremental unit cases** over a 3-year horizon.   This is **not** a traditional internal functional leadership role. It requires entrepreneurial capability, commercial ownership, stakeholder management, and the ability to operate in ambiguity with pace. The position is legally hosted under Coca-Cola, reporting to the Synthetic Board, within a virtual entity structure where costs are shared proportionally between KO and Swire.   **What You'll Do for Us:** Own the Innovation Agenda and Product Roadmap --------------------------------------------- • Define the innovation strategy, prioritize concepts, and manage the pipeline from ideation to pilot launch • Lead consumer insight integration, concept development, and rapid prototyping • Ensure innovation efforts protect and enhance the ATH master brand equity •  Build and test digitally enabled commercialization models, including digital consumer acquisition, O2O activation, DTC experimentation, social commerce, and platform partnerships.   Own Commercial and Financial Outcomes ------------------------------------- •  Full P&L ownership for TeaCo — accountable for revenue, cost, margin, and investment returns •  Build and refine the business model across incubation, early commercialization, and potential scale phases •  Deliver against +150M unit cases 3-year target   Build and Lead a High-Performance, Lean Team -------------------------------------------- •  Recruit, develop, and retain a world-class, entrepreneurial team (1+4 structure). •  Foster a culture of speed, experimentation, accountability, and psychological safety. •  Attract talent willing to embrace a 60%+ failure rate on individual experiments (as a portfolio, the goal is success). Manage Complex Stakeholder Ecosystem ------------------------------------ •  **Internal:** Navigate Coca-Cola (Shanghai HQ, GDI (Global Development and Innovation), Consumer Insights, KO Legal), Swire (TAC, S&M, Supply Chain), and XNode (external facilitator). •  **External:** Co-packers, ingredient suppliers, research agencies, advisory network. •  **Governance:** Manage Board engagement, prepare for Gate Reviews, and ensure transparent progress reporting Drive Speed-to-Market and Consumer Validation --------------------------------------------- •  Move from concept to consumer test in 90-day cycles where possible. •  Build rapid feedback loops with target consumers in the Guangzhou test market. •  Make "accelerate/ pivot/ pause/ stop" decisions with confidence and data. •  Use digital channels and consumer data to test propositions, acquire target consumers, and accelerate product-market fit validation. •  Run rapid experiments across digital targeting, product concepts, pricing, promotions, conversion pathways, and repeat purchase behavior. Protect Brand Integrity and Ensure Governance Discipline -------------------------------------------------------- • Maintain a connection point with the BAU ATH brand team to monitor brand risks. • Operate within KO compliance framework while pushing for speed. • Ensure all innovation experiments do not inadvertently damage global brand equity. **Qualifications & Requirements:** * **Industry:** 10+ years in consumer goods; F&B strongly preferred. * **P&L Management:** At least 2+ years independently managing a business unit P&L (scale flexible). * **Channel & Sales:** Experience working with frontline sales teams and using digital channels to test and scale commercial models; understanding of convenience stores, traditional trade, e-commerce, O2O, DTC, social commerce, and platform-based consumer acquisition. * **Product Development:** Led or participated in full-cycle product development from consumer insight to market launch. * **Innovation & Incubation:** Track record of building or scaling something new within an established organization — or as a founder/early team member. * **Education:** Bachelor's degree or above; MBA or management master's preferred. * **Language:** Fluent Chinese; English as working language. **Differentiators:** * Direct RTD tea or premium beverage experience in China. * Founder/ early-stage operator or corporate incubation background. * Board, Steering Committee, JV, or partnership governance exposure. * Small-batch manufacturing, co-packing, agile production, or F&B regulatory familiarity. * Strong China F&B ecosystem relationships. * Demonstrated resilience through previous failure experience/ setbacks. **What We Can Do For You:** * **Exposure to World Class Leaders**: Availability to global technology leaders that will expand your network and exposure you to emerging technologies and techniques.  * **Iconic Brand**: Work on the most recognized brand in the world and be part of developing the brands next chapter.  * **Learning Culture**: Access to resources such as LinkedIn Learning and management programs that give you the resources to continually develop your skills and knowledge.  **Skills:** Business Integrations, Business Planning, Channel Management, Communication, Execution Excellence, Market Dynamics, Negotiation, Revenue Growth Management, Value Chain Economics **Location(s):** China **City/Cities:** Guangzhou **Travel Required:** 00% - 25% **Relocation Provided:** Yes **Job Posting End Date:** August 21, 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](https://www.coca-colacompany.com/company/purpose-and-vision) to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.