HORECA Manager – Coca-Cola Beverages Africa (CCBA)
Location: Nairobi, Kenya
Job Type: Permanent
Category: Commercial – Sales & Marketing
Closing Date: 23 November 2025
Reference Number: CCB251117-3
Join the Market Leader in Africa’s Beverage Industry
Coca-Cola Beverages Africa (CCBA) is the largest Coca-Cola bottler on the continent, proudly accounting for 40% of all Coca-Cola beverages consumed across Africa. As a dominant force in the Non-Alcoholic Ready-to-Drink (NARTD) sector, CCBA’s operations span multiple countries with a strong commercial footprint and a deep commitment to excellence, innovation, and sustainable growth.
With over 14,000 employees across Africa—7,000 of whom are based in South Africa—CCBA continues to expand its impact through strong brands, exceptional customer service, and a relentless focus on executing market-driven strategies. Operating at scale and in diverse markets, CCBA thrives on transformation, operational efficiency, and unlocking growth opportunities within the beverage industry.
As part of this mission, we are seeking a highly driven, strategic and commercially astute professional to join our Commercial – Sales & Marketing team in Nairobi as HORECA Manager. This is a pivotal leadership role responsible for driving growth in the Hotel, Restaurant & Café (HORECA) channel, accelerating market penetration, strengthening customer relationships and ensuring outlet excellence.
If you are passionate about delivering business results, leading teams, strengthening brand performance and supporting customer success, this is your opportunity to shape the future of one of the most influential beverage portfolios in Africa.
Position: HORECA Manager
Key Purpose of the Role
The HORECA Manager is responsible for delivering volume and revenue growth by effectively managing a high-performing Sales & Marketing team and ensuring seamless execution of commercial plans. This role focuses on territory and channel management to deliver market-driven, differentiated service tailored specifically for HORECA customers.
You will be required to strengthen competitiveness, expand market share, enhance brand equity, and build sustainable customer partnerships. Success in this role depends on your ability to offer strong leadership, execute flawlessly in outlets, optimize the use of resources, and uplift overall customer service excellence.
Key Duties & Responsibilities
1. Territory & Resource Management
- Maximize the deployment and utilization of all commercial resources within your assigned area.
- Ensure allocation of assets, teams, and promotional resources aligns with territory objectives.
- Continuously review resource performance to ensure optimal impact and return on investment.
2. Sales Leadership & Performance Management
- Monitor, measure and track sales targets on a daily basis.
- Drive aggressive follow-through by implementing corrective actions swiftly where gaps exist.
- Lead by example through a highly disciplined sales approach that emphasizes planning, execution and accountability.
3. Team Leadership & Development
- Coach, guide and inspire the Account Development Team to achieve excellence in field execution.
- Provide continuous mentorship, field accompaniment, performance feedback and capability building.
- Foster a high-performance culture that prioritizes customer service, speed, accuracy and teamwork.
4. Trade & Outlet Execution
- Ensure world-class execution of commercial activities across all assigned HORECA outlets.
- Oversee adherence to trade standards, activation plans, merchandising guidelines and brand visibility requirements.
- Ensure full implementation and monitoring of Picture of Success (POS) standards for every outlet.
- Work closely with Account Developers to identify execution gaps and implement immediate interventions.
5. Outlet Development & Expansion
- Identify new HORECA opportunities within the territory and develop plans for outlet growth.
- Support customer onboarding, outlet activation and continuous improvement in execution standards.
- Provide proactive recommendations to drive stronger customer engagement and outlet competitiveness.
6. Drive Sales, Market Share & Revenue Growth
- Lead the achievement of sales volume targets, revenue objectives, and market share expansion.
- Use market intelligence, customer insights and performance indicators to refine sales strategies.
- Design and execute targeted commercial activities that strengthen brand presence and customer preference.
7. Customer Business Planning
- Collaborate with Account Developers and key HORECA customers to build and implement customer-specific business plans.
- Ensure the joint business plans address revenue growth, promotional execution, visibility uplift and competitive response.
- Build long-term customer relationships rooted in value creation, transparency, and mutual growth.
8. Competitive Intelligence & Market Alignment
- Monitor competitor activities within the HORECA channel and ensure strategic alignment of internal actions.
- Recommend tactical activities and counter-strategies to safeguard market share and strengthen CCBA competitiveness.
- Use real-time market insights to influence channel execution and promotional effectiveness.
9. Quality Standards & Compliance Management
- Ensure compliance with all CCBA Quality Standards across HORECA outlets and sales territories.
- Manage product quality issues and oversee timely trade replacements where required.
- Ensure proper handling, storage and visibility of all Coca-Cola products aligned with regulatory and internal guidelines.
10. Promotional Execution & Compliance
- Implement promotional plans according to customer Account Plans.
- Ensure full promotional compliance at outlet level, including pricing, visibility, mechanics and stock availability.
- Report all promotional discrepancies in collaboration with store owners or outlet managers.
- Ensure all activation materials, execution tools and promotional assets are utilized effectively.
11. Picture of Success (POS) Implementation
- Ensure POS implementation is fully achieved in each HORECA outlet.
- Continuously review POS execution with the Account Development Team and correct deviations.
- Use POS visibility and standards to differentiate CCBA brands and enhance consumer experience.
Skills, Experience & Education
Education:
- Minimum of a bachelor’s degree in commerce or any other business-related course.
Experience:
- Minimum of 5 years of relevant sales experience or FMCG experience.
- At least 1 year of experience managing teams.
Why Join CCBA?
- Work with the leading beverage bottler in Africa.
- Lead strategic growth within a high-impact commercial channel.
- Influence brand performance across top hotels, restaurants and cafés.
- Be part of a dynamic, innovative and customer-centric culture.
- Drive meaningful commercial outcomes within a competitive market.
This is an excellent opportunity for a results-oriented leader ready to advance their career in a fast-paced, high-performance FMCG environment.
