About the Role

• Our client, a leading FMCG manufacturer, is seeking a Category Lead – Marketing (Beverages) to drive the marketing strategy and execution for a rapidly expanding beverage portfolio.
• The successful candidate will lead portfolio strategy, brand positioning, trade activation, and consumer engagement across Kenya and regional markets. This role combines strong analytical capability, commercial acumen, and a deep understanding of consumer and trade dynamics across beverages—from juices and carbonated drinks to functional and innovation-led products.
• Candidates must have relevant FMCG marketing and category experience with direct exposure to the Beverage sector, including juices, soft drinks, water or functional beverages.

Key Responsibilities

Category Strategy & Planning

• Develop and execute the annual marketing plan for the beverage portfolio, aligned with growth and profitability objectives.
• Identify category and channel growth opportunities, including health and wellness trends, on-the-go consumption, and pack innovation.
• Translate consumer and shopper insights into actionable brand and trade marketing initiatives.
• Build long-term category growth strategies supported by market intelligence and performance data.

Brand Management & Communication

• Lead brand positioning, communication, and campaign execution across the beverage portfolio.
• Develop and execute integrated ATL, BTL, digital, and experiential marketing campaigns that drive brand preference and differentiation.
• Ensure consistent brand storytelling across advertising, packaging, digital platforms, and point-of-sale materials.
• Manage relationships with creative, media, and activation agencies to deliver high-impact campaigns.

Trade & Channel Activation

• Design and implement trade marketing and in-store activation programs in collaboration with Sales and Route-to-Market teams.
• Partner with distributors and key accounts to strengthen product visibility and availability across General Trade, Modern Trade, and HoReCa channels.
• Measure activation ROI and optimize trade investment effectiveness.
• Support retailer engagement initiatives that improve shopper experience and sales performance.

Innovation & Portfolio Development

• Support New Product Development (NPD) projects from concept validation through commercialization.
• Collaborate with R&D, Supply Chain, and Sales to ensure successful product launches.
• Identify whitespace opportunities for category expansion, including hydration, flavored beverages, energy drinks, and functional products.
• Conduct post-launch evaluations to improve future innovation success.

Data & Performance Management

• Monitor brand health, category performance, pricing, volume, and profitability using internal dashboards and market research.
• Use insights to guide portfolio prioritization and marketing investment decisions.
• Prepare quarterly category performance reports and business reviews for senior leadership.

Requirements

Ideal Candidate Profile

Education

• Bachelor's degree in Marketing, Business Administration, or a related field.
• CIM qualification or MBA is an added advantage.

Experience

• 5–8 years of FMCG marketing experience, with at least 3 years in beverage, food, or related category management.
• Proven success in brand and trade marketing within a competitive consumer goods environment.
• Strong understanding of traditional and modern trade across Kenya and East Africa.
• Experience managing agencies, marketing budgets, and integrated campaigns.
• Excellent analytical, commercial, and execution skills.

Preferred Qualifications

• Candidates must have relevant FMCG marketing and category experience with direct exposure to the Beverage sector, including juices, soft drinks, water or functional beverages.
• Experience within juices, soft drinks, bottled water, or functional beverages.
• Exposure to digital marketing, influencer campaigns, and experiential activations.
• Familiarity with SAP S/4HANA, BI dashboards, or marketing analytics tools.

What Success Looks Like

• Delivery of an insight-driven category marketing strategy that supports business growth.
• Stronger brand equity and increased consumer awareness.
• Sustainable volume, revenue, and margin growth across channels.
• High-performing, ROI-driven trade and consumer activations.
• A healthy innovation pipeline supported by measurable performance improvements.

Ideal Cultural Fit

The successful candidate will:

• Demonstrate integrity and accountability.
• Collaborate effectively across cross-functional teams.
• Thrive in a fast-paced, results-driven environment.
• Bring an innovative mindset while maintaining strong execution discipline.
• Take ownership of initiatives that create measurable business impact.

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