Senior Manager, Marketing, Premium at Coca-Cola

Key Responsibilities 

Portfolio Leadership & Growth Strategy 

• Lead the end-to-end premium category strategy, including brand roles, portfolio architecture, occasion mapping, and whitespace identification. 
• Analyse category, consumer, and competitive dynamics to inform strategic choices. 
• Partner with Africa Category & Portfolio Teams to translate Africa  frameworks into locally relevant strategies. 
• Develop long-term business strategies that drive category penetration, premiumization, and value share growth. 

Brand Stewardship & Marketing Excellence 

• Serve as category owner for all Premium brands—ensuring strong positioning, clear brand guardrails, and annual brand plans. 
• Partner with Integrated Marketing Experience and Design teams to deliver impactful campaigns, creative assets, and integrated experiences. 
• Ensure brand storytelling reflects consumer needs, cultural relevance, and category drivers (e.g., health & wellness, hydration, naturalness). 
• Lead annual business planning (ABP) inputs for the Premium category. 

Innovation Pipeline & Category Futureproofing 

• Lead end to end innovation—from consumer insights, concept development, and R&D collaboration to launch activation. 
• Ensure innovations align with category trends such as functional benefits, low/no sugar, hydration, performance, etc. 
• Partner with Frontline Marketing, R&D, Supply Chain, Commercial, and Finance to deliver scalable and profitable innovations. 
• Oversee innovation governance, stage gates, and pipeline prioritization for Premium. 

Commercial & Bottler Partnership 

• Act as the key marketing interface with bottler partners for Premium business planning and execution. 
• Support revenue growth management (RGM) initiatives including pack-price architecture, channel strategies, and promotional effectiveness. 
• Partner with Customer & Commercial teams to ensure superior marketplace execution across MT, TT, On-Premise, and e-commerce. 
• Lead cross-functional alignment to ensure brand availability, visibility, and distribution priorities are met. 

Insights, Analytics & Performance Management 

• Leverage consumer, shopper, and market insights to inform decisions and drive portfolio optimization. 
• Monitor category performance, brand health, competitive threats, and business KPIs. 
• Use data, forecasting, and analytics to guide strategic interventions and course corrections. 
• Lead routines with Africa Insights and Category teams to maintain one version of the truth. 

Capability Building & Marketing Orchestration 

• Support the development of category expertise and Premium capability across Franchise teams and bottlers. 
• Lead category-specific training and knowledge sharing on trends, consumer needs, and brand strategy. 
• Drive consistent ways of working through tools, frameworks, planning rhythms, and IMX integration. 
• Ensure high-quality marketing orchestration across functions (IMX, Commercial, RGM, Supply Chain, Insights). 

Experience & Qualifications 

• 7+ years of experience in marketing, category management, portfolio strategy, or innovation roles. 
• Experience working in beverage, FMCG, categories preferred. 
• Strong understanding of brand-building, insights, and category strategy development. 
• Experience managing cross-functional teams and influencing senior stakeholders. 
• Excellent analytical skills with comfort using category and retail data sources. 
• Proven ability to work in complex, multi-country or Franchise environments. 

 Success Measures 

• Sustainable category growth in volume, value share, and profitability. 
• Strong brand equity and improved brand affinity across Premium brands. 
• Successful launch and scaling of high-impact innovation. 
• Strong execution of premium strategy across markets and retailers. 
• Improved alignment between Franchise, Africa, and bottler teams. 
• Robust, insight-driven strategies that futureproof the Premium portfolio.