Coca-Cola Beverages Africa (CCBA) presents an exciting opportunity for a well-established Head of Revenue Growth for the Sparkling products. The successful candidate will be based in the Coca-Cola Beverages Africa Head Office, the location of the applicant is flexible reporting directly to the Chief Growth Officer, the role will lead two managers with their respective teams. The successful incumbent will develop strategies required to deliver the Sparkling Revenue Growth plan. The role requires understanding and designing optimized marketplace architecture to translate Consumer, Shopper, Category and Customer insights into winning revenue strategies. Enabling leverage critical thinking that challenges the status quo and brings a step change in the future market growth of CCBA. Coca-Cola Beverages Africa is the largest African Coca-Cola bottler, accounting for 40 percent of all Coca-Cola volumes on the continent. CCBA is a market leader in the NARTD (non-alcoholic ready to drink market) in Africa. CCBA has an extensive footprint in Africa, employing over 15 000 employees.
Key Duties & Responsibilities
1. Assess competitive landscape and market structure Evaluating category volume/value growth and identifying key drivers of growth (e.g. new products, distribution, price, etc.) Identifying future trends of categories including switching. Identifying competitive positioning by category and market, including how competitors “win” in the market (e.g. innovation, scale) and current economics and compare to System positioning. Developing views on how System should compete in the category based on drivers / trends and performance verses AFB competitors. Developing views on how competitors are likely to react based on economics, past actions and strategy/ “how they play”. 2. Set system RGM vision, based on occasions, consumer segments and size of the prize Identifying and prioritizing occasions with a ‘future outlook’ perspective. Developing “size of prize” using both consumer and shopper lens: Consumer: Per caps growth verses category and beer Shopper: Price trajectory verses category and beer Determining system RGM vision by category (e.g., leader, follower, share stealer) based on size of prize and competitive and market landscape assessment and set multi-year targets for topline performance 3. Manage brand portfolio driving brand value creation, and matching price with equity across tiers Defining brand roles within prioritized occasions, identifying ‘white space’ in occasion coverage, and indicating opportunity for brand innovation. Identifying brand-building platform and demand creation Look of Success including supportive marketing planning and actions to address key initiatives (e.g. Teens P4W, HHP) Defining revenue growth roles and guidelines by brand (e.g., drive margin expansion, value/private label fighter) to inform usage of price/mix levers by brand. Understanding opportunity across tiers and develop view on how to play across tiers opportunities to stratify brands encouraging trade-up, minimize trade-down and manage against value/private label 4. Communicate occasions with impact and differentiation Ability to approach to prove consistent and relevant communication of occasions with impact and scale including focus on key occasions (meals, socializing) across traditional and digital mediums. 5. Develop and quantify shopper insights Quantifying missions and understanding shopping behavior in these missions. Identifying opportunity/gaps in some missions. Understanding consumer decision journey (e.g. how consumers make trade-offs among attributes and product sets). 6. Designing OBPPC including promo strategy and strategic as well as tactical pricing Developing OBPPC and Creating OBPPC maps: design and/or innovate pack/mix to achieve growth objectives by occasion and support T>R>V (or R>T>V for inflationary markets). Defining promotional strategy aligned with strategic priorities to drive shopper behaviors (e.g., drive HHP, baskets per HH, % single serve, drive trial). Monitoring and adjusting pricing and promotion aligned to price/mix objectives based on both internal (growth objectives and strategies) and external (CPI, competition, etc.) factors and support T>R>V (or R>T>V for inflationary markets). 7. Create a 360º shopping trip Look of Success Developing trade marketing tools and equipment to support sales teams by category by region 360º approach to connect with shoppers and consumers. Bringing occasions to life through ATL (TV, other media) and BTL marketing (in-store communication, zoning, experiential events). Creating ATL/BTL alignment with synchronization between TVC, digital and point of sale Driving flawless in-store execution (on shelf availability, space > SOM, SOVI # of displays) 8. Evaluating and prioritizing channels Prioritizing channels based on size and growth potential and identifying role of the channel in terms of overall System growth. Setting system objectives by channel, e.g. grow market share, decrease discounts, and grow revenue. Informing key customer strategy within prioritized channels to drive profitable growth e.g. grow market share, decrease discounts, and grow revenue. 9. Develop winning channel strategy driving system and customer value Developing an execution strategy that matches our strategy with customers’ strategy to drive above-average growth and drive profitable growth (for both System and customer) including: Tailored OBPPC to meet retailer and System objectives In-store activation and LOS per outlet Customized sell-in materials 10. Translate channel strategy and LOS in Commercial Policy Determining overall trade budget and allocate to channel / customer / brands based on RGM objectives. Embedding performance and conditional buckets (where possible) to optimize conditional discount and improve discount productivity. Developing promotional recommendations and incorporating into calendars to improve promotional performance (e.g., ROI/uplift). Assessing Trade structure and Promo management approaches and improve over time.
Skills, Experience & Education
Minimum requirement Bachelor’s Degree: Finance, Marketing MBA (added advantage) Experience: 10 + years of experience plus 5 years in senior management Proven broad Commercial experience including Revenue Growth Management Proven experience developing and leading Commercial teams to achieve positive business results and/or customer objectives Proven record of high credibility and the ability to influence and work through others to achieve the Commercial agenda Demonstrated ability to manage projects in a complex environment with multiple entities Proven experience in new strategies and business development opportunities Understanding of the financial metrics and levers key to driving optimal strategic business decisions and overall pricing strategies
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