Senior Director, Channel Activation & E2E

About the role

Coca-Cola is looking for a Senior Director, Channel Activation & E2E based in Nairobi (Westlands). The role sets the channel agenda across Africa and leads end-to-end commercial integration between strategy, demand creation, planning, activation and execution, working with Franchise and Bottling Partner teams.

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, set quality standards and decision gates for priority growth platforms, and partner with Marketing, Franchise, RGM, Digital, Supply Chain and Finance to close hand-off gaps.
• Pilot high-value opportunities in priority markets, then codify them into scalable Africa playbooks and toolkits.
• Build channel and E2E capabilities across Franchise and Bottling Partner teams so markets can execute more independently.
• Drive execution excellence through common frameworks, scorecards, insights and performance rhythms.
• Build trusted partnerships with Franchise teams, Bottling Partners and key customers, and lead complex cross-functional, cross-market initiatives that influence 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 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.
• 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.
• Enterprise mindset combining strategic depth, executional pragmatism and disciplined prioritisation.