Location(s):
NigeriaCity/Cities:
LagosTravel Required:
00% - 25%Relocation Provided:
NoJob Posting End Date:
March 19, 2026Shift:
Job Description Summary:
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.
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.
Equal Opportunity Statement
We are an Equal Opportunity Employer and do not discriminate against any employee or applicant on any protected basis.
Skills:
Business Development, Business Planning, Collaborative Leadership, Communication, Consultative Sales Management, Customer Relationship Management (CRM), Group Problem Solving, Influencing, Long Term Planning, Operational Assessment, Sales Forecasting, Sales Management, Sales Process, Solutions Selling, Waterfall ModelOur Purpose and Growth Culture:
We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.
The Coca-Cola Company Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about The Coca-Cola Company and has not been reviewed or approved by The Coca-Cola Company.
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Retirement Support — Retirement benefits are positioned as a standout, combining a 401(k) match with a company-funded cash-balance pension and an employee stock purchase plan match that together materially increase long-term package value.
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Healthcare Strength — Health coverage is described as broad and feature-rich, including national medical coverage plus specialized add-ons like virtual care, second opinions, oncology navigation, fertility support, and chronic-condition programs.
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Leave & Time Off Breadth — Time-off benefits are outlined with structured vacation accrual that increases with tenure and a holiday program that includes both set and floating days.
The Coca-Cola Company Insights
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What We Do
The Coca-Cola Company (NYSE: KO) is a total beverage company, offering over 500 brands in more than 200 countries and territories. In addition to the company’s Coca-Cola brands, our portfolio includes some of the world’s most valuable beverage brands, such as AdeS soy-based beverages, Ayataka green tea, Dasani waters, Del Valle juices and nectars, Fanta, Georgia coffee, Gold Peak teas and coffees, Honest Tea, innocent smoothies and juices, Minute Maid juices, Powerade sports drinks, Simply juices, smartwater, Sprite, vitaminwater and ZICO coconut water.
