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Job Description Summary:
The Director Operations AFH is the enterprise leader responsible for transforming and accelerating the Away From Home business in the market through a unified, insightdriven, and executionfocused system approach. This role owns the endtoend AFH strategic agenda and ensures the Company and the bottler operate against a single, fully aligned 360 Integrated Activation (360IA) plan that drives availability, incidence, outlet penetration, equipment productivity, and profitable growth across all AFH segments.
A core part of the mandate is leading commercial execution excellence, accelerating the AFH system capabilities to predictive, insight-led, and value-driven models that materially improve availability, incidence, and cooler performance. This role also leads the development of a customer segmented equipment strategy for AFH and partners with bottlers to ensure disciplined systemwide implementation.
The Director is fully accountable for owning AFH channel performance, jointly setting and governing system KBIs, and leading mitigation and acceleration actions to meet BP volume, revenue, and share targets. As the senior orchestrator of the AFH system, the Director integrates data, analytics, and AI across planning, execution, and performance routines—driving a modern, consistent, and futureready operating model that unlocks sustainable growth across the AFH ecosystem.
What You’ll Do for Us
Lead AFH Strategy, 360IA & System Alignment
Lead the creation of ABP and long range AFH strategies, translating them into integrated roadmaps that connect portfolio, RGM, media, equipment, RTM, and in outlet activation across all AFH segments.
Lead high impact strategic initiatives, including RTM design, recruitment channel expansion, category development, omnichannel execution, and data driven customer planning tailored for the AFH ecosystem.
Act as the senior system integrator and influencer, aligning GM, Marketing, RGM, Finance, Digital, bottler, and key customers behind a unified AFH growth agenda.
Drive AFH Commercial Execution Excellence
Lead commercial execution excellence for the AFH business in the market, accelerating system capabilities to predictive, insight-led, and value-driven models to grow availability, incidence, and Coolers/10k performance.
Lead the development of a segmented equipment (cooler, vending, fountain and others) strategy, ensuring systemwide implementation with bottlers to maximize coverage, productivity, and outlet penetration.
Embed RGM, financial modelling, and scenario planning into AFH decisions to optimize price pack architecture, customer profitability, and margin delivery.
Own AFH Channel Performance & System KPIs
Own system AFH channel performance, jointly setting and monitoring system performance KBIs and leading mitigation and acceleration actions to deliver BP volume, revenue, and share targets.
Govern AFH performance routines, ensuring they are insight driven, action oriented, and forward looking rather than reporting led.
Maintain a predictive view of the competitive, channel, and regulatory environment using data and insights to proactively shape system responses.
Lead Data, Digital & AI Enabled Transformation
Embed data, analytics, and AI across the AFH operating model, improving forecasting, outlet segmentation, equipment deployment, activation effectiveness, and execution quality.
Leverage advanced analytics and AI to identify incremental revenue, margin, and execution opportunities across brands, packs, consumption occasions, and customer types.
Champion a test–learn–scale culture, accelerating adoption of digital tools and analytics across the Company–bottler AFH system.
Experience & Capabilities
Strong AFH and channel expertise, with deep understanding of customer needs, RTM models, and execution levers across the AFH landscape.
Robust commercial, RGM, and financial skills, with experience using modelling and scenario planning to drive profitable, insight‑led decisions.
Proven leadership in data‑, digital‑ and AI‑enabled transformation, embedding predictive analytics and digital tools into AFH planning, execution, and performance management.
Demonstrated system leadership, influencing senior stakeholders across Company, bottler, and customer organizations to drive integrated end‑to‑end execution.
Strategic and execution‑focused leader, able to translate strategy into predictable, high‑quality in‑market delivery.
Exceptional communication and stakeholder management, with strong executive presence.
In‑market experience preferred; franchise system or matrix leadership experience is beneficial
Travel
Up to 25%.
Skills:
Location(s):
RomaniaCity/Cities:
BucharestTravel Required:
00% - 25%Relocation Provided:
NoJob Posting End Date:
July 24, 2026Our Purpose and Growth Culture:
We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.