Seth is the CEO of Coastal Bottlers, one of Coca-Cola's oldest bottlers in Kenya. In the last four years, Seth has championed various strategic initiatives that have boosted operational efficiency of Coastal Bottlers through technology upgrades, change management and process improvements. He has revamped the Kenya cans business and created an East Africa export market.

These efforts doubled sales volumes and positioned Coastal Bottlers on a profitable trajectory. His expertise in bottling operations began at The Equatorial Coca-Cola Bottling Company in Ghana as a management accountant. Seth’s ability to initiate and execute impactful programs rapidly accelerated his career. He quickly advanced to senior roles, including Head of Finance in Sierra Leone and Country Manager positions in Gambia and Liberia. Ultimately, he became the first Ghanaian Managing Director from 2018 to 2020. Seth’s commercial leadership earned him the Outstanding Beverage Manufacturing CEO of the Year honor at the 2018 Ghana Entrepreneurs and Corporate Executives Awards. He has consistently demonstrated the ability to transform businesses, delivering remarkable first-year volume growth rates of 25% in Liberia, 31% in Ghana, and 33% in Coastal Bottlers, Kenya reflecting his capacity to drive sustainable market impact and growth.

His management philosophy centers on delighting customers by being responsive to their need for low cost and high quality. As a people-oriented leader, he creates a work environment without fear and a culture of trust that encourages pride in personal and organizational accomplishments. Mr. Adu-Baah maintains valuable relationships across West and East Africa, built on his strong stakeholder engagement skills and ability to foster effective partnerships at every organizational level.

In addition to his executive roles, Seth has extensive board experience. He currently serves on the board of JA Africa, where he chairs the Finance and Audit Committee. He is also a board member of Agri-Impact Group, actively contributing to its Audit Committee. Seth further demonstrates leadership as Board Chairman of Fresh Logistics and J-Palm Inc. Liberia, underscoring his commitment to strategic direction and effective governance across multiple sectors.

Seth holds an Executive master’s degree in business administration (Finance option) from the University of Ghana Business School. He is a Fellow of the Association of Chartered Certified Accountants (ACCA), UK and Chartered Institute of Supply Chain Management, Ghana, and an Associate Member of Chartered Institute of Marketing, Ghana, with various qualifications in leadership, Business Management and Entrepreneurship from London School of Economics, Cranfield University School of Management, AT EMILE Woolf College, London; San Telmo Business School, Seville-Spain; and ESADE Business School, Barcelona Spain. Classified - Confidential Seth believes that meaningful business success extends beyond profitability and is genuinely measured by the lives it touches. Guided by this belief, he has championed projects to improve access to safe drinking water in rural Liberia, empowered women entrepreneurs through Coca-Cola’s 5by20 program, and significantly contributed to Liberia's recovery from Ebola by distributing personal protective equipment and other critical support. His contributions during the Ebola Crisis were recognized with The Coca-Cola Company’s Eurasia & Africa Group President’s Sustainability Award in 2015.