Senior Director, Channel Activation & E2E (Africa)

About the role

The Senior Director, Channel Strategy and End-to-End (E2E) reports to the VP, Customer & Commercial, Africa. The role leads the development of Africa's channel strategy and the integration of commercial plans from strategy through to the moment of purchase, defining where and how the business wins across channels. It also builds the E2E integration frameworks that let Marketing, Franchise teams and Bottling Partners turn growth strategies into strong in-market execution.

Key responsibilities

• Shape Africa's channel strategy across Traditional Trade, Modern Trade, HORECA/On-Premise, Convenience and emerging commerce, translating shopper, customer and market intelligence into differentiated strategies and execution standards.
• Integrate portfolio, price-pack architecture, RGM, RTM and innovation into channel strategies that drive conversion, affordability, premiumisation and profitable growth.
• Build and strengthen the E2E way of working linking strategy, demand creation, commercial planning, activation and execution, with quality standards and decision gates for priority growth platforms.
• Partner with Marketing, Franchise, RGM, Digital, Supply Chain and Finance to remove hand-off gaps and speed up execution.
• Pilot high-value opportunities in priority markets, then codify them into scalable Africa playbooks and toolkits.
• Build channel and E2E capabilities in Franchise and Bottling Partner teams so markets can execute more independently.
• Drive execution excellence through common frameworks, scorecards and performance rhythms.
• Build trusted partnerships with Franchise teams, Bottling Partners and key customers, and lead complex cross-functional, cross-market initiatives.

Required profile

• Significant progressive experience in commercial, channel, customer or sales leadership, ideally in FMCG or a similar complex consumer environment.
• Proven experience developing and implementing multi-market channel strategies across diverse retail and customer environments.
• Demonstrated ability to lead complex cross-functional transformation across matrix organisations and multiple markets.
• Proven ability to influence senior stakeholders, Franchise teams and Bottling Partners without relying on positional authority.

Required skills

• Strong understanding of Modern Trade, Traditional Trade, HORECA/On-Premise and emerging digital commerce.
• Experience across RGM, portfolio and price-pack architecture, RTM, customer economics and execution.
• Strong analytical and digital fluency, able to turn market, customer and shopper insights into clear commercial choices.