Senior Director, Consumer Customer Segmentation, NEF at Coca-Cola

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.


InsightsDriven Growth Strategy


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.


Customer & Channel Segmentation


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.


Analytics & Decision Support


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.


System Leadership & Collaboration


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.


People Leadership


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.


Qualification & Requirements

Education


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.


What We Can Do For You


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.