You have to remove the charred material, that means you are going to remove most of the finish. You can try rubbing with a scotch-brite pad, but I wouldn't get my hopes up.

My young daughter once put a hot pan on my oak coffee table and it left a heat/burn mark. I was able to find something at my local hardware store that I tried and it worked to get the burn mark out of the wood. My coffee table has a shiny surface to it -- not like yours which looks like a matte finish. However, I would try it -- you never know. The product came in a little white plastic jar and it was called JASCO 0240 Furniture White Ring Remover. It states that "heat and water marks disappear." On the back of the jar it states JASCO Chemical Corp., Santa Ana, CA 92701. It is just a treated cloth that you rub in the direction of the wood grain until the spot disappears.