Senior Director, Channel Activation & E2E

The Coca-Cola Company, which is headquartered in Atlanta, Georgia, is an American multinational beverage corporation, and manufacturer, retailer, and marketer of nonalcoholic beverage concentrates and syrups.

Senior Director, Channel Activation & E2E

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