Key Responsibilities
Category Strategy & Planning
Develop and implement annual marketing plans aligned with growth targets.
Identify category and channel opportunities (e.g., wellness, on-the-go, pack innovation).
Turn consumer and shopper insights into actionable brand and trade initiatives.
Brand Management & Communication
Lead brand positioning and communication for existing and new products.
Execute ATL, BTL, and digital campaigns to build preference and differentiation.
Maintain consistent brand messaging across all touchpoints.
Trade & Channel Activation
Develop and execute trade marketing and in-store activation plans.
Collaborate with Sales and RTM teams to enhance visibility across GT, MT, and HoReCa.
Track and optimize trade activation ROI.
Innovation & Portfolio Development
Support innovation and NPD from concept to launch.
Coordinate with R&D, Supply Chain, and Sales for successful product rollouts.
Identify opportunities for category expansion (e.g., hydration, energy, or functional drinks).
Data & Performance Management
Track brand health, market share, and performance KPIs.
Use insights to guide portfolio and investment decisions.
Present quarterly performance and business reviews.
Requirements
Education:
Bachelor's degree in Marketing, Business, or related field; CIM or MBA preferred.
Experience:
5 - 8 years in FMCG marketing, including 3+ years in non-alcoholic beverages (juices, water, or soft drinks).
Skilled in competitor tracking, ABL/BTL campaign support, customer complaint handling, and market intelligence.
Proven success in brand and trade marketing in a competitive FMCG environment.
Strong understanding of Kenyan and East African trade channels.
Excellent analytical, commercial, and execution capabilities.
Experience with digital marketing, influencer campaigns, or experiential activations.
Familiarity with SAP (S4HANA), BI tools, or marketing analytics systems.