Coca-Cola is one of the most iconic brands in the world, and Coca-Cola Beverages Africa (CCBA) plays a central role in ensuring its products reach millions of consumers across the continent. With a presence in multiple African markets, CCBA has established itself as the leading Coca-Cola bottler on the continent and a key driver of growth in the non-alcoholic ready-to-drink (NARTD) sector.
As part of this expansion, CCBA is inviting qualified candidates to apply for the position of Route to Market Manager, based in North Rift, Kenya. This role presents a unique opportunity to be at the forefront of shaping and executing market strategies that directly influence distribution efficiency, sales performance, and sustainable business growth.
If you are a forward-thinking professional who thrives in a fast-paced environment and is passionate about building capability, driving market execution, and implementing effective sales strategies, this opportunity could be your next big career move.
About Coca-Cola Beverages Africa
Coca-Cola Beverages Africa (CCBA) is the largest Coca-Cola bottler in Africa, accounting for 40% of all Coca-Cola volumes across the continent. With approximately 17,000 employees spread across multiple countries, CCBA has built an extensive footprint that reflects its commitment to delivering value to consumers, communities, and stakeholders.
As a market leader in the non-alcoholic ready-to-drink (NARTD) category, CCBA continues to set the standard in terms of product quality, distribution networks, and operational excellence. The company’s vision goes beyond refreshing Africa; it is about making a lasting impact by driving growth, creating opportunities, and ensuring sustainability in every market it serves.
The North Rift region in Kenya is a strategic location for CCBA, and the Route to Market Manager role is a crucial position that aligns with the company’s broader mission of optimizing market reach while building strong customer and community relationships.
Position Overview
Job Title: Route to Market Manager
Job Category: Commercial – Sales and Marketing
Company: Coca-Cola Beverages Africa
Job Type: Permanent
Location: North Rift, Kenya
Reference Number: CCB250926-3
Closing Date: 2 October 2025
The Route to Market (RTM) Manager is responsible for designing, developing, and continuously improving the company’s Route-to-Market strategies. The ultimate goal of this position is to deliver greater efficiency in product distribution, ensuring that Coca-Cola products reach the right customers at the right time, while maintaining a strong competitive edge.
This is both a strategic and operational role. From influencing long-term business direction to ensuring the day-to-day optimization of sales and distribution, the RTM Manager will be at the center of CCBA’s growth efforts in Kenya.
Key Purpose Statement
The Route to Market Manager leads the development, deployment, and continuous enhancement of RTM structures with the goal of achieving higher efficiencies in distribution and establishing a sustainable competitive advantage. By leveraging best practices and ensuring alignment with business objectives, the RTM Manager ensures that CCBA grows its market share while maintaining operational excellence.
Key Duties and Responsibilities
In this role, you will be entrusted with responsibilities that cut across strategy design, capability development, performance measurement, and stakeholder support. The key duties include:
- Identifying and Deploying Best Practices
- Research, codify, and roll out best practices that enhance Route to Market performance.
- Ensure consistency and alignment with international standards while tailoring practices to the Kenyan market context.
- Capability Building
- Work closely with Human Resources to design and implement capability-building initiatives.
- Develop learning solutions and training programs that equip sales teams with the skills needed for effective execution.
- Drive continuous development of field staff through coaching, guidance, and mentoring.
- Support for Local Adoption
- Facilitate the adoption of RTM strategies across different regions.
- Provide training, coaching, and constructive challenges to ensure strategies are effectively embedded in daily operations.
- Performance Measurement and Benchmarking
- Develop metrics to assess Sales and Distribution (S&D) performance across the country.
- Benchmark local performance against global standards to identify gaps and opportunities for improvement.
- Specialist Support for Complex Projects
- Provide technical expertise in business development initiatives.
- Play a lead role in projects requiring RTM insights, including customer segmentation, channel management, and distribution expansion.
- Strategic Thought Leadership
- Partner with the Commercial Director to shape business strategy and execution plans.
- Provide insights that influence key decisions in market design and sales strategy execution.
- Learning Solution Design
- Scope, design, and implement learning solutions aimed at boosting Sales Force Effectiveness.
- Ensure training programs are practical, impactful, and aligned with organizational goals.
Skills, Experience, and Education
To succeed in this role, CCBA is looking for an individual with the following background:
- Experience:
- Minimum of 5 years of corporate experience in a relevant field.
- Demonstrated success in a sales role with a focus on building capability and delivering results.
- Strong knowledge and proven experience in implementing Route to Market (RTM) or Route to Consumer (RTC) strategies within an FMCG (Fast-Moving Consumer Goods) environment.
- Familiarity with traditional trade, modern trade, customer segmentation, and channel management is highly desirable.
- Education:
- Bachelor’s degree in Commerce, Business, or a related discipline.
- A Master’s degree or professional certification will be an added advantage.
Why Join Coca-Cola Beverages Africa?
Working at CCBA means becoming part of a company that is more than just a business—it is a brand woven into the cultural and social fabric of Africa. By joining as a Route to Market Manager, you will:
- Play a critical role in shaping distribution and sales strategies for one of the most recognizable brands in the world.
- Work in a challenging but rewarding environment that encourages innovation, efficiency, and growth.
- Gain exposure to both strategic and operational dimensions of the business, positioning yourself for future leadership opportunities.
- Contribute to CCBA’s vision of refreshing Africa and making a positive difference in the communities it serves.
Closing Date
Applications must be submitted on or before 2 October 2025. Late submissions will not be considered.
How to Apply
Interested candidates who meet the requirements for this role are encouraged to submit their applications through the official Coca-Cola Beverages Africa careers platform.
