Senior Director, Consumer Customer Segmentation, NEF

JOB TITLE: Senior Director, Consumer & Customer Segmentation

MANAGER TITLE: Vice President, Franchise Operations NEF

Location:

Overview

The Senior Director, Consumer & Customer Segmentation leads the development and deployment of robust segmentation frameworks for the Nigeria & Egypt Franchise. This role ensures the CocaCola system deeply understands consumers, shoppers, and customers-identifying the right segments, growth pools, and portfolio opportunities that unlock sustainable value across two diverse, highgrowth markets.

The role partners closely with Marketing, Commercial, RGM, Data & Analytics, Franchise Operations, and bottling partners (NBC and CCH Egypt) to translate insights into actionable commercial strategies, occasion-led growth plans, channel priorities, and execution standards. Success requires strong analytical capability, market knowledge, and the leadership to embed segmentation as a core driver of commercial and consumer decisions across the franchise.

What You'll Do for Us

Segmentation Strategy & Frameworks

• Lead development of consumer, shopper, and customer segmentation frameworks tailored to the Nigeria & Egypt retail and consumption landscape.

• Identify highvalue segments and demand spaces to guide portfolio, channel, and customer strategies.

• Embed occasion-based segmentation across commercial planning, marketing activation, innovation, and execution routines.

• Partner with Marketing and RGM to translate segment insights into growth strategies, pricepack architecture, and category expansion opportunities.

• Provide data-backed recommendations on portfolio priorities, packaging, brand roles, and channel/occasion opportunities.

• Support Joint Business Plans with segmentspecific insights that differentiate CocaCola's value proposition for key customers.

• Lead customer segmentation to guide channel strategies across Modern Trade, Traditional Trade, Wholesalers, HORECA, and digital commerce.

• Identify value pools and customer clusters to prioritize investment, execution models, and system resource allocation.

• Inform routetomarket strategies and outlet-level execution standards based on channel and customer segmentation.

• Work with Data & Analytics teams to build advanced segmentation models using consumer data, shopper panels, digital commerce insights, and market performance analytics.

• Drive use of dashboards and performance tools to track segment penetration, consumption patterns, and commercial outcomes.

• Deliver actionable insight packs for cross-functional planning and franchise leadership reviews.

• Partner with TCCC cross-functional teams and bottler leadership to ensure segmentation drives endtoend planning, from marketing strategy to execution.

• Lead segmentation capability building across TCCC and bottler teams to embed a shared understanding of target segments and growth opportunities.

• Represent the franchise in Africa Operating Unit (AOU) segmentation forums, ensuring Nigeria & Egypt perspectives are integrated into AOU strategies.

• Build segmentation capability across the system and coach teams to apply insights in commercial, marketing, and customer conversations.

• Foster CocaCola's growth behaviors-curious, inclusive, agile, empowered-in team culture and ways of working.

• Bachelor's degree in Business, Marketing, Economics, Statistics, Data Science, or related field. Master's degree or MBA preferred.

• 10+ years of experience in consumer insights, segmentation, analytics, marketing strategy, or commercial planning within FMCG, beverages, or retail.

• Experience working across multimarket or complex systems; Africa market experience preferred.

• Strong background in segmentation, data modeling, and insights-to-execution translation.

• Expert knowledge of consumer & shopper segmentation methods, analytics tools, and data interpretation.

• Strong business acumen to connect insights to portfolio, channel, and customer strategies.

• Ability to influence and collaborate across bottler and TCCC teams.

• Strong leadership, communication, and stakeholder management skills.

• Ability to simplify complex insights into actionable guidance.

• Work with iconic global brands and shape growth strategies for two of Africa's most important markets.

• Engage a diverse customer ecosystem across Modern Trade, Traditional Trade, digital retail, and HORECA

• Thrive in a purposedriven, inclusive, and growthoriented culture.