Director, Tech Platforms - Customers

Director Tech Platforms (Customer)– Africa Operating Unit 

Reports to: Sr. Director Data, Tech & Capabilities – Africa OU 
Location: Africa Operating Unit South Africa 

Role Purpose 

The Africa Operating Unit (AOU) is accelerating its marketing and commercial transformation to become a data powered, digital first, precision led growth engine. Digital platforms, technology capabilities, and consumer data ecosystems are at the heart of this transformation. 

The Director, Tech Platforms – Africa OU plays a critical leadership role in building, scaling, and integrating worldclass digital capabilities that enhance consumer experiences, enable personalization, strengthen engagement, and ultimately convert interactions into value driving digital transactions (B2C, B2B2C, and B2B). 

This leader orchestrates owned platforms, CRM ecosystems, data driven experiences, digital partnerships, and end-to-end digital commerce acceleration across the OU. Working closely with the IMX Lead, Marketing, Commercial, RGM, Data/Analytics, and Global Platform Services, the Director ensures Africa OU moves from traditional marketing to a truly connected, digitally intelligent marketing and commerce system. 

Focus, Scope & Impact 

1. Digital Platform Leadership 

• Lead the strategy, development, and scaling of AOU’s digital platforms, including:  

• Owned brand platforms 

• Consumer engagement hubs 

• Brand websites & mobile experiences 

• Loyalty ecosystems & personalization engines 

• Ensure platforms are designed for engagement, retention, data collection, and consumer value creation. 

2. Data Powered Customer Experiences 

• Harness customer data, analytics, and identity management systems to create personalized experiences across channels. 

• Translate consumer journey insights into platform features, experiences, and campaigns that improve conversion and lifetime value. 

3. CRM Strategy & Engagement 

• Lead AOU’s CRM vision, architecture, and roadmap—spanning acquisition, enrichment, segmentation, and lifecycle engagement. 

• Ensure CRM strategies drive repeat engagement, brand loyalty, and increased purchase frequency. 

4. Digital Commerce Acceleration 

• Lead digital commerce campaigns and capabilities across:  

• D2C 

• B2B2C 

• B2B (Distributor/Customer platforms) 

• Collaborate with ecommerce, Commercial, and RGM teams to integrate seamless journeys and maximize shopper conversion. 

5. Local & Global Digital Partner Ecosystem 

• Build and strengthen strategic partnerships with major global platforms:  

• Meta 

• Google 

• Amazon 

• TikTok 

• X/Twitter 

• Telcos & fintech platforms if applicable 

• Activate joint business plans, test emerging technologies, and leverage global support and APIs to enhance Africa’s digital capabilities. 

6. Integration with IMX & Marketing Transformation 

• Partner with the IMX Lead, Media, Content, and Insights to:  

• Embed digital & data into all market executions 

• Modernize media decisions using tech platforms 

• Accelerate precision marketing adoption 

• Champion digital-first ways of working across the OU. 

7. Capability Building & Organizational Change 

• Lead a 5+ member multi-country digital platforms team. 

• Build digital literacy and capability across OU and Franchise teams through playbooks, training, and new operating models. 

• Inspire cultural transformation toward experimentation, agility, and data driven decision-making. 

Key Success Indicators 

• Growth in digital consumer base, first party data, and CRM adoption. 

• Increased consumer engagement, retention, and repeat interactions across owned platforms. 

• Significant uplift in digital commerce performance, conversion, and revenue contribution. 

• Strong integration of digital capabilities into marketing, media, and commerce journeys. 

• Strong partner performance and breakthrough tests with major digital platforms. 

• Visible uplift in digital capability across the OU (markets, franchises, frontline). 

• Digital platforms and CRM become a strategic business advantage for Africa OU. 

Experience & Critical Requirements 

Functional Expertise 

• 10–12+ years of deep digital experience across:  

• Digital platforms & ecosystems 

• CRM & consumer data strategy 

• Mobile apps, websites, and digital product development 

• Ecommerce & digital commerce 

• Data-driven marketing, personalization, and technology-enabled experiences 

• Experience in FMCG/CPG or high-velocity consumer industries is strongly preferred. 

• Strong understanding of consumer journeys, micro moments, and digital behaviour patterns. 

Technical & Strategic Knowledge 

• Mastery of:  

• Digital platform management 

• Consumer data and analytics 

• CRM architecture & lifecycle management 

• Digital commerce, Martech & Adtech stacks 

• Agile & cross-functional program delivery 

• Good to have:  

• Brand strategy integration 

• Channel & shopper marketing 

• Route-to-market / execution systems 

• Regional digital partnerships experience 

Leadership & Behaviour Expectations 

• Growth Mindset: Future focused, experimental, embraces innovation and change. 

• Digital Evangelist: Challenges norms and inspires a digital-first culture across the system. 

• Enterprise Leader: Makes decisions that elevate the entire Africa OU ecosystem. 

• Agile & Collaborative: Works seamlessly across OU, Franchise, Global, and partner networks. 

• People Developer: Builds high-performing teams, coaches talent, and uplifts digital expertise. 

• Influential Communicator: Comfortable driving alignment with senior leaders and global partners. 

Communication & Influence 

• Ability to influence at VP and GM levels. 

• Skilled at simplifying complex digital concepts for nontechnical audiences. 

• Strong experience leading multiagency, multipartner ecosystems. 

• Excellent storytelling skills combining consumer insights, data, and digital strategy. 

Other Requirements 

• Based within the Africa OU region; role may require regional travel. 

• Deep understanding of Africa’s digital ecosystem, mobile penetration patterns, and consumer behaviour. 

• High comfort working with global teams and platforms.