Director: PremiumExecution, CCBSA

REPORTS TO: SENIOR DIRECTOR, FRANCHISE OPERATIONS LEAD, CCBSA

Role Overview

The Director: Premiumization Channel is accountable for shaping, activating, and scaling Premiumization as a distinct channel strategy within South Africa, in close partnership with Coca-Cola Beverages South Africa (CCBSA) and key system stakeholders.

This role translates Africa OU and Franchise premium strategy into market-level execution, ensuring premium brands, packs, price architecture, and customer experiences are consistently activated in the right channels to drive value growth, brand equity, and profitable revenue.

Strategic Context

Premiumization is a critical growth lever to extract value from affluent and aspirational urban consumers in South Africa. The role focuses on premium channels and occasions, elevating consumer experience, and accelerating value growth through mix, price, and pack strategy.

Key Responsibilities

• Lead the market-level Premiumization Channel agenda aligned to Franchise strategy.
• Define channel roles and execution standards forPremium.
• Own premium portfolio activation and ensure brand-pack-pricefit by channel.
• Act as the primary Franchise interface to CCBSA for premium execution.
• Partner with RGM and Finance to improve price realization and mix.
• Drive execution excellence and build premium capability across system teams.

Leadership Scope

This is a matrix leadership role with accountability for projects and initiatives rather than direct people management, requiring strong influence across Franchise and Bottler teams.

Minimum Qualifications & Experience

• 12–15years experiencein FMCG or beverages
• Strong Commercial, Customer, or Channel Strategy background
• Proven experience working within a franchise–bottler system
• Deep understanding of South African trade channels