Senior Director, Channel Activation & E2E at The Coca-Cola Company

What You’ll Do

Shape Africa’s Channel Strategy

Set the Africa channel agenda across Traditional Trade, Modern Trade, HORECA/On-Premise, Convenience and emerging commerce, defining clear where-to-play and how-to-win choices.

Translate shopper, customer and market intelligence into differentiated channel strategies, segmentation and execution standards.

Integrate portfolio, price-pack architecture, RGM, RTM and innovation into channel strategies that drive conversion, affordability, premiumisation and profitable growth.

Lead End-to-End Commercial Integration

Build and continuously strengthen the E2E way of working connecting strategy, demand creation, commercial planning, activation and execution.

Establish quality standards and decision gates for priority growth platforms, ensuring plans are integrated, executable and commercially grounded.

Partner closely with Marketing, Franchise, RGM, Digital, Supply Chain and Finance to eliminate hand-off gaps and improve the quality and speed of execution.

Build for Scale

Identify high-value opportunities, pilot in priority markets, prove impact and codify successful approaches into scalable Africa playbooks and toolkits.

Build channel and E2E capabilities across Franchise and Bottling Partner teams, enabling markets to execute with increasing independence.

Drive execution excellence through common frameworks, scorecards, insights and performance rhythms that improve decision quality without creating centre dependency.

Lead Through Partnership & Influence

Build trusted partnerships with Franchise teams, Bottling Partners and key customers, bringing insight and thought leadership that improves commercial choices.

Engage Bottling Partners at the appropriate strategic level while respecting Franchise ownership of day-to-day bottler relationships and local execution.

Lead complex cross-functional and cross-market initiatives, influencing senior stakeholders and aligning the system behind fewer, bigger commercial priorities.

Experience & Requirements

Significant progressive experience in commercial, channel, customer or sales leadership, ideally within FMCG or a similarly complex consumer environment.

Proven experience developing and implementing multi-market channel strategies across diverse retail and customer environments.

Strong understanding of Modern Trade, Traditional Trade, HORECA/On-Premise and emerging digital commerce.

Strong commercial acumen with experience across RGM, portfolio and price-pack architecture, RTM, customer economics and execution.

Demonstrated ability to lead complex cross-functional transformation across matrix organisations and multiple markets.

Strong analytical and digital fluency, with the ability to translate market, customer and shopper insights into clear commercial choices.

Proven ability to influence senior stakeholders, Franchise teams and Bottling Partners without relying on positional authority.

Enterprise mindset with the ability to combine strategic depth, executional pragmatism and disciplined prioritisation.

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