Key Responsibilities

​Category Strategy & Planning

• Develop and implement annual marketing plans aligned with business growth and profitability goals.
• Identify consumer, category, and channel growth opportunities across traditional and modern trade.
• Translate insights and trends into actionable marketing and trade activation plans.

Brand Management & Communication

• Define brand positioning and oversee communication strategies across ATL, BTL, and digital platforms.
• Lead 360° campaigns that drive awareness, preference, and differentiation.
• Ensure packaging, messaging, and storytelling align with each brand’s positioning and target audience.

Trade & Channel Activation

• Design and execute trade and in-store activation programs to strengthen visibility and conversion.
• Collaborate with the Sales and Route-to-Market (RTM) teams to optimize channel performance.
• Measure ROI and enhance the efficiency of trade investments and promotions.

Innovation & Portfolio Development

• Support new product development and innovation projects, from concept to launch.
• Partner with R&D, Supply Chain, and Sales to ensure successful go-to-market execution.
• Track and evaluate post-launch performance to guide future innovation priorities.

Data & Performance Management

• Monitor brand health, market share, pricing, and volume performance using dashboards and market data.
• Use insights to refine marketing mix, pricing, and investment decisions.
• Prepare regular category performance reviews and reports for leadership.

​Requirements

• Bachelor’s degree in Marketing, Business Administration, or a related field.
• CIM qualification or MBA is an added advantage.
• 5–8 years in FMCG marketing, with at least 3 years in brand or category management.
• Proven success in managing brands or categories in any of the following sectors:
  • Edible Oils & Fats: Experience with cooking oils, margarines, or food staples.
  • Beverages: Exposure to juices, carbonated drinks, water, or functional beverages.
  • Foods & Snacks: Background in noodles, cereals, snacks, or convenience foods.
• Strong understanding of both traditional and modern trade dynamics in Kenya and East Africa.
• Solid analytical, commercial, and execution skills, with experience managing agencies and budgets.