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.