New capabilities & Shopper Director Africa

Position Overview

This role is responsible for leading the development of Shopper strategies across Africa markets, and development and expansion of new capabilities across the OU(Africa Operating Unit).This role requires a deep understanding of consumer and shopper behavior, market trends, and cultural nuances to create and deliver compelling retail experiences that resonate with the target audiences. The successful candidate will collaborate with cross-functional teams and external partners to increase sales (weekly+/conversion), also driving customer engagement, build brand value, and enhance the overall Shopper and new capabilities, experience in the Africa region.

What you will Do:

• Enable Weekly + growth for the TCCC Brands in Modern trade, Traditional and On-Premise channels, in a context of multiple Shopper choices.
• Accelerate purchase (Weekly+ conversion), also with E-Commerce (including eventual/specific opportunities with Food Service Aggregators).
• Build brand value in Commerce ecosystems, through a brave (differentiated and relevant) and boundless (with Africa scale) approach.
• Delineate human centric and phygital approaches: think on People at the moment of truth, as a Shopper making purchase decisions, driving experiences in their user journeys to increase TCCC Brands consumption and value.
• Contribute to build rituals also in-store when brand strategies imply it.
• Align with the C&CL(Customer & Commercial Leadership) team, the portfolio PICOS (picture of success) detailed per channel and sub-channel for Africa.
• Ensure effectiveness of PICOS, delivering pieces of commerce experiences providing a seamless integration with standards and/or catalog connecting all our expressions towards buyers.
• Develop master graphics to drive impact of our Shopper retail/commerce activities in partner with the design team
• Provide content strategy and the stimuli to boost the Shopper brand activities, namely in-store activations in synergy with C&CL.
• Elaborate the rightful message matrix (per channel and shopper) required for a successful Shopper Retail activation, both from a brand perspective or from a portfolio perspective.
• Change management to deploy and activate the new capabilities needed to deploy in Africa OU.
• Ensure the roll out planes and engagement with key stakeholders to deploy new capabilities across re region such as LearnX, ShopX, ProdX, UMM and others

• Shopper academic and/or practice savvy: 10 years of minimum experience
• Experiences and content development & management, Digital marketing (including Digital commerce and data-driven marketing knowledge and practice): 8 years of experience.
• Experience in leading roles at Shopper teams: 4 years of experience. Field Marketing experience is a plus.
• Experience in working in cross-functional and cross-geographical teams.

• Shopper marketing knowledge and practice
• Modern trade channel knowledge and practice
• On-premises channel knowledge and practice
• Traditional channel knowledge and practice
• E-commerce knowledge and practice
• Key-accounts knowledge and practice
• Think beyond POS and instore activation towards a phygital (physical & digital) consumer-to-shopper E2E path to purchase