Senior Director, Channel Activation & E2E

Job Description Summary:

SENIOR DIRECTOR, CHANNEL ACTIVATION AND E2E 

REPORTS TO: VP, CUSTOMER & COMMERCIAL, AFRICA

The Senior Director, Channel Strategy & End-to-End (E2E), Africa leads the development of Africa’s Channel Strategy and the integration of commercial plans from strategy through to the moment of purchase.

The role defines where and how we win across channels, connecting shopper and customer insights, portfolio, RGM, route-to-market, digital and execution to create scalable growth across Africa. Equally important, the role builds the E2E integration frameworks and capabilities that enable Marketing, Franchise teams and Bottling Partners to translate the highest-priority growth strategies into superior in-market execution.

Success requires operating at strategic altitude: setting direction, building scalable frameworks and capabilities, governing quality and scaling what works, while empowering Franchise teams and Bottling Partners to own local execution.

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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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.