Revenue Growth Manager at Coca-Cola Beverages Africa

Coca-Cola Beverages Africa (CCBA) presents an exciting opportunity for a well-established Revenue Growth Leader focusing on Channel Development. The incumbent will focus across all categories and have a strong understanding of the different channel dynamics across the CCBA markets. The successful candidate will be based in the Coca-Cola Beverages Africa Head Office, reporting directly to the Group Category and Commercial Lead. The role will support in-country commercial teams to drive Revenue Growth across strategic channels by building the right channel propositions.

Coca-Cola Beverages Africa (CCBA) is the largest African Coca-Cola bottler, accounting for 40% of all Coca-Cola volumes on the continent. CCBA has an extensive footprint in Africa, employing over 17 000 employees, and serving a combined population of over 300 million people across the continent.

The CCBA vision is to refresh Africa every day and make the continent a better place for all, growing success as a business and creating a better-shared future for our people, customers, consumers, communities, planet and shareholders. We conduct ourselves with the utmost integrity for shared value and the greater good.

We are a world-class, customer-orientated, socially and environmentally conscious fast-moving consumer goods (FMCG) company that is driven by engaged, motivated and inspired employees.

The successful incumbent will translate the “Where to Play” strategies and develop operational plans on “How to Win” in order to deliver the Revenue Growth ambitions. The role requires the full understanding of Consumer, Shopper, Category and Customer insights into building winning revenue growth plans. The role also requires critical thinking that challenges the status quo and brings a step change in the future market growth of CCBA.

Key Duties & Responsibilities

• 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 Systems should compete in the category based on drivers/trends and performance verses competitors.
• Developing views on how competitors are likely to react based on economics, past actions and strategy/ “how they play”.
• Support any new market acquisition projects ensuring fundamentals and opportunities of the category are effectively sized, scoped and strategies for growth clearly articulated.
• Developing “how to play” using both consumer and shopper lens: Consumer: Per caps growth versus Shopper intent and behaviours.
• Build the right frameworks for Promotion Optimization across key channels.
• Determining system RGM plans 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.
• Defining brand roles within prioritized occasions, identifying ‘white space’ in occasion coverage, and indicating opportunities for brand innovation through market maps.
• Identifying brand-building platform and demand creation Look of Success including supportive marketing planning and actions to address key initiatives.
• Defining revenue growth roles and guidelines by brand (e.g., drive margin expansion, value/private label fighter) to inform the usage of price/mix levers by brand.
• Understanding opportunities across tiers and developing a view on how to win across different segments of the markets.
• Build the right Direct Marketing Expenditure (DME) budgets to support category growth across the different markets.
• Quantifying missions and understanding shopping behaviour in these missions.
• Determining price elasticities and consumer purchasing/switching behaviours to identify potential pricing opportunities.
• Designing OBPPC including promo strategy and strategic as well as tactical pricing
• 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.
• Developing trade marketing tools and equipment to support sales teams by category by region
• 360º approach to connect with shoppers and consumers.
• Driving flawless in-store execution (on shelf availability, space > SOM, SOVI # of displays)
• Prioritizing channels based on size and growth potential and identifying role of the channel in terms of overall System growth.
• Informing key customer strategy within prioritized channels to drive profitable growth e.g. grow market share, decrease discounts, and grow revenue.
• The role requires strong analytical ability with expert capability in using Microsoft Office.
• The individual will support the Group Category and Commercial Head in building executive presentations for key stakeholders.

Skills, Experience & Education

Qualifications:

• 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