Director, Affordable Acceleration
Reports To:
Senior Director, Affordability Acceleration, C&CL AOU
Context (Why This Role is Important)
The Africa Operating Unit (AOU) has a significant opportunity to shape the future of the Coca-Cola category by driving the recruitment of mid/low socio-economic consumers who currently cannot afford our products. This involves ensuring our portfolio is accessible in terms of both pricing and distribution.
Our Affordability strategy focuses on five key pillars:
Right Portfolio – Developing entry packs to address portfolio gaps.
Right Commercial Levers – Optimizing affordability across pricing and execution. Right Picture of Success – Building rituals and scaling up execution excellence. Right Incentives – Driving adoption of returnable packaging with adequate incentives and investments.
Governance & Performance Measurement – Tracking progress through glass investment strategies and capability-building processes.
This role will champion the affordability opportunity by ensuring the right portfolio, building long-term system capacity, and closely engaging with country teams and bottlers to overcome roadblocks and deliver against performance targets in a dynamic market environment.
Key Objective:
Lead and execute a significant part of the Africa Affordability Plan, rooted in three core strategic pillars:
Right Portfolio Development Right Commercial Levers Right Consumer Demand Generation Initiatives
Key Deliverables:
1. Long-Range Plan (LRP)
- Develop actionable plans that translate Africa’s vision into market-by-market priorities for key markets.
- Create guidelines for transformative initiatives such as investment requirements, co-investment approaches, occasion activation, and portfolio evolution.
- Drive alignment with key bottlers, providing clear guidance for their working teams during the planning phases.
2. Affordability Network Coordination
- Orchestrate the Affordability Networked Team to deliver holistic, actionable plans.
- Collaborate with Category, Franchise, Finance, Technical, and Bottler teams to co-create and integrate plans for key markets.
3. End-to-End (E2E) Planning
- Develop End-to-End plans from occasion-building strategies to POS activation.
- Ensure readiness for fast execution at the start of each annual cycle.
4. Ways of Working & Governance
- Establish productive partnerships with the Affordability team, Franchise Frontline Commercial and Marketing teams, and Bottling partners to ensure effective collaboration.
- Share experiences and build system-wide knowledge/capability for delivering at scale.
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Governance:
- Project management for ABP delivery and development of LRP.
- Define clear KPIs, progress tracking, and dashboards to monitor execution.
- Drive Operational Excellence by integrating key aspects like business planning for packaging development and supply chain coordination.
Key Working Parameters
Required Experience:
- 12+ years’ experience in critical commercial areas such as Revenue Growth Management (RGM), point-of-sale (POS) execution, or shopper/consumer marketing.
- Prior experience managing Portfolio/Channel P&L is a strong advantage.
- Proven leadership in a complex system environment with demonstrated ability to influence, drive alignment, and execute plans.
- Passion for learning (business and cultural contexts) while developing teams and transferring key skills.
Preferred Location:
Based in Egypt (preferable).
What We Can Do For You
- Iconic Brand: Work on the most recognized brand in the world and be part of developing the brands next chapter.
- Exposure to World Class Leaders: Availability to global marketing leaders that will expand your network and exposure you to emerging digital platforms and marketing insights.
- Creative Team Culture: Be inspired by the best brand leaders and agencies in the world, which creates a creative culture that supports taking risks and innovation.
Skills
Media Planning; Leadership; Promotional Strategies; Price Management; Marketing Campaigns; Key Performance Indicators (KPI); Category Management; Integrated Marketing; Sales Analysis; Competitor Analysis; Product Roadmapping; Marketing Strategies; User Experience Analysis; Microsoft Office; Search Engine Optimization (SEO); Communication; People Management; Digital Marketing; Teamwork; Search Engine Marketing (SEM); Brand Management; Finance Strategy; Financial Forecasting
Annual Incentive Reference Value Percentage:30
Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.