Senior Director, Channel Activation & E2E

About this role

The role is Senior Director, Channel Strategy & End-to-End (E2E) for Africa, reporting to the VP of Customer & Commercial, Africa. It focuses on defining and integrating Africa’s channel strategy across Traditional Trade, Modern Trade, HORECA/On-Premise, Convenience and emerging commerce, and translating insights into scalable growth. The position requires building E2E commercial processes and capabilities that connect strategy to in-market execution, partnering with Marketing, Franchise teams, Bottling Partners and other functions. It emphasises leading cross-functional initiatives, driving execution excellence, and enabling markets to operate with increasing independence. The employer operates Coca-Cola products with a regional focus on Africa, coordinating strategy and execution across multiple markets and partners.

What you would do

• Shape Africa's channel strategy across multiple trade models and emerging commerce.
• Translate shopper, customer and market insights into channel strategies and execution standards.
• Integrate portfolio, pricing, RGM, RTM and innovation into channel strategies to drive growth.
• Lead the End-to-End Commercial Integration and establish quality standards for priority growth plans.
• Partner with Marketing, Franchise, RGM, Digital, Supply Chain and Finance to improve execution quality and speed.
• Build scalable playbooks and toolkits for Africa, piloting in priority markets.
• Develop channel and E2E capabilities across Franchise and Bottling Partners.
• Drive execution excellence through common frameworks, scorecards and performance rhythms.
• Lead cross-functional, cross-market initiatives, influencing senior stakeholders.
• Foster trusted partnerships with Franchise teams, Bottling Partners and key customers.

What they are asking for

• Significant progressive experience in commercial, channel, customer or sales leadership, preferably in FMCG or similar consumer sector.
• Proven track record 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 across RGM, portfolio and price-pack architecture, RTM, customer economics and execution.
• Experience leading complex cross-functional transformation across matrix organisations and multiple markets.
• Strong analytical and digital fluency with ability to translate insights into commercial choices.
• Proven ability to influence senior stakeholders, Franchise teams and Bottling Partners without relying on positional authority.
• Enterprise mindset with ability to balance strategic depth with disciplined prioritisation.

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