The Coca-Cola Company has appointed accomplished marketing and business strategist Francis Afoani as Senior Director for Coca-Cola Uplift – Africa, a transformative initiative that integrates marketing and sustainability efforts to fuel growth and strengthen brand equity across the continent.
Afoani, an experienced professional with over 14 years in the fast-moving consumer goods (FMCG) sector, will lead the Uplift pillar within Coca-Cola’s Africa Operating Unit (AOU). His mandate includes shaping brand strategy and execution, overseeing long-range and annual business plans, and aligning growth opportunities with Coca-Cola’s long-term vision in African markets.
A Pan-African Perspective on Growth
In his new role, Afoani is expected to bring a strategic lens to identifying and prioritizing growth drivers in Coca-Cola’s African markets. His responsibilities include developing brand strategies that not only expand market share but also enhance consumer engagement and brand equity.
The Uplift initiative he now leads spans beyond marketing to include sustainability components—reflecting Coca-Cola’s broader commitment to creating long-term value for consumers, communities, and shareholders.
Proven Track Record Across FMCG Sectors
Afoani's career is marked by impactful roles across diverse categories in FMCG—including Laundry, Foods, and Oral Care. He is widely recognized for developing and executing strategic solutions that drive commercial success, with a keen focus on delivering measurable value to customers and shareholders.
Prior to joining Coca-Cola, he served as Head of Sales and Marketing for West Africa at IFFCO Group, and earlier held the position of Marketing Director at Upfield. He also made his mark at Unilever, where as Category Manager for Home Care, he led Unilever Ghana’s largest business category and spearheaded high-impact strategies that supported sustained profitable growth.
A Leader Rooted in Africa
Having worked extensively across the African continent—particularly in West Africa—Afoani brings deep market insight and a nuanced understanding of African consumers. His cross-functional leadership experience is complemented by a collaborative style that has driven business transformation in both regional and multinational settings.
Academic Foundation
Afoani holds a Bachelor of Science in Business Computing and Information Systems from the University of Wales and an MBA in Marketing Management from the University of Ghana—an academic foundation that supports his analytical and strategic approach to brand building.
With this latest appointment, Coca-Cola signals a strong commitment to driving growth in Africa through experienced, locally attuned leadership. Afoani’s expertise is expected to play a central role in accelerating Coca-Cola’s ambitions across the continent.