Senior Manager, Marketing, Premium

About the role

The Senior Manager, Marketing, Premium will own the end‑to‑end strategy for the premium portfolio, driving growth, premiumisation and market share across Africa. Reporting to the regional marketing lead, you will shape brand positioning, guide innovation pipelines and partner with bottlers and commercial teams to deliver compelling consumer experiences.

Key responsibilities

• Define and execute the premium category strategy, including brand roles, portfolio architecture, occasion mapping and whitespace identification.
• Analyse category, consumer and competitive dynamics to inform strategic choices and translate Africa‑wide frameworks into locally relevant plans.
• Serve as category owner for all premium brands, ensuring strong positioning, brand guardrails and annual brand plans.
• Partner with Integrated Marketing, Design and Frontline Marketing to create impactful campaigns, creative assets and integrated experiences.
• Lead end‑to‑end innovation from insight generation through R&D collaboration to launch activation, overseeing governance, stage‑gates and pipeline prioritisation.
• Act as the primary marketing interface with bottler partners, supporting revenue growth management, pack‑price architecture and channel strategies.
• Leverage consumer, shopper and market insights, data forecasting and analytics to monitor performance, brand health and competitive threats.
• Build premium marketing capability across franchise teams and bottlers through training, tools and consistent ways of working.

Required profile

• 7+ years of experience in marketing, category management or portfolio strategy, preferably within fast‑moving consumer goods.
• Proven ability to develop and execute long‑term business strategies that drive category penetration and premiumisation.
• Strong track record of leading cross‑functional teams and managing innovation pipelines.
• Excellent analytical mindset with experience using market insights and performance data to guide decisions.

Required skills