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

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. At The Coca-Cola Company you can cultivate your career in a challenging and dynamic environment. We are the largest manufacturer and distributor of nonalcoholic drinks in the world-selling more than 1 billion drinks a day. Unlock your full potential with a future-focused company that is known and respected throughout the world.

We are recruiting to fill the position below:

Job Title: Senior Director, Consumer Customer Segmentation, NEF

Job ID: R-135086
Location:Lagos
% of Travel: 00% – 25%
Job Type: Full time

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.  

Application Closing Date
Not Specified.

How to Apply
Interested and qualified candidates should:
Click here to apply online