Brand Marketing Lead – Hygiene (Diaper) at CDL Human Resource

This role combines strong consumer insight, commercial acumen, and execution excellence, with a particular focus on translating innovation into scalable, profitable brands in competitive FMCG environments.


Key Responsibilities


Category Strategy & Planning
Develop and execute the annual category marketing plan for Diaper Category, aligned with growth and profitability targets.
Identify consumer, channel, and innovation opportunities (e.g. hygiene trends, wellness, affordability, pack-price architecture).
Translate consumer and shopper insights into actionable brand, innovation, and trade marketing initiatives.
Brand Management & Communication
Lead brand positioning and communication for Diaper Category and emerging brands.
Develop and execute ATL, BTL, and digital campaigns that build awareness, trial, and preference.
Ensure consistent brand storytelling across packaging, advertising, and point-of-sale materials.
Trade & Channel Activation
Design and implement trade marketing and in-store activation plans in partnership with Sales and RTM teams.
Work with distributors to ensure visibility, availability, and execution excellence at launch and scale-up stages.
Measure and continuously improve activation ROI and trade spend effectiveness.
Innovation & Portfolio Development
Lead and support NPD initiatives from concept validation to launch execution and post-launch performance reviews.
Partner closely with R&D, Supply Chain, Quality, Finance, and Sales to ensure feasibility, readiness, and speed-to-market.
Identify whitespace opportunities for portfolio expansion and line extensions within Personal Care.
Data & Performance Management
Track brand health, category share, pricing, and volume KPIs using dashboards and market data.
Use insights to guide portfolio prioritisation, pricing decisions, and marketing investment.
Prepare category performance reports and business reviews for CRT and senior leadership.


Ideal Candidate Profile


Bachelor's degree in Marketing, Business Administration, or a related field
CIM, MBA, or equivalent professional qualification preferred
5 - 8 years' experience in FMCG marketing, with at least 3 years in brand or category management within the Diaper Category
Strong experience in the Personal Care, Home Care, or related fast-moving consumer goods (FMCG) categories, preferably within the Hygiene and Personal Care segment
Proven end-to-end experience in new product development and successful product launches
Solid understanding of General Trade and Modern Trade dynamics in Kenya and the wider region