Senior Director, Channel Activation & E2E

About the role

The Senior Director, Channel Activation & E2E leads the development of Africa's channel strategy and the integration of commercial plans from strategy through to the moment of purchase. Reporting to the VP, Customer & Commercial, Africa, the role defines where and how the business wins across channels, linking shopper and customer insights, portfolio, route-to-market, digital and execution to build scalable growth. It also builds the E2E frameworks that let Marketing, Franchise teams and Bottling Partners turn growth strategies into strong in-market execution. This is a full-time role based in Nairobi.

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 end-to-end way of working connecting strategy, demand creation, commercial planning, activation and execution, with quality standards and decision gates.
• Partner with Marketing, Franchise, RGM, Digital, Supply Chain and Finance to close 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 cross-functional, cross-market initiatives with senior stakeholders.

Required profile

• Significant progressive experience in commercial, channel, customer or sales leadership, ideally in FMCG or a similar complex consumer environment.
• Proven experience developing 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.