Key Responsibilities
Category Strategy & Planning
Develop and execute the annual marketing plan for the Beverages portfolio, aligned to growth and profitability targets.
Identify category and channel growth opportunities (e.g., health & wellness trends, on-the-go consumption, pack innovation).
Translate consumer and shopper insights into actionable brand and trade marketing initiatives.
Brand Management & Communication
Lead brand positioning and communication for flagship brands such as Planet, Jooz, Juo, Reaktor Simba, and new innovations in the pipeline.
Build and execute ATL, BTL, and digital campaigns that drive preference and differentiation in a competitive beverage market.
Ensure consistent brand storytelling across advertising, packaging, and point-of-sale materials.
Trade & Channel Activation
Design and implement trade marketing and in-store activation plans in collaboration with the Sales and RTM teams.
Partner with distributors and key accounts to strengthen visibility and availability across channels — GT, MT, and HoReCa.
Measure activation ROI and continuously optimize trade spend effectiveness.
Innovation & Portfolio Development
Support innovation and NPD (new product development) projects — from consumer testing to launch execution.
Collaborate with R&D, Supply Chain, and Sales to ensure new launches are well-supported and tracked post-launch.
Identify whitespace opportunities for category expansion (e.g., hydration, flavored water, energy, or functional drinks).
Data & Performance Management
Monitor brand health, category share, pricing, and volume KPIs 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 leadership.
Requirements
Education:
Bachelor's degree in Marketing, Business Administration, or related field. CIM or MBA preferred.
Experience:
5 - 8 years in FMCG marketing with at least 3 years in beverage, food, or related category management.
Proven track record in brand and trade marketing within a competitive consumer goods environment.
Deep understanding of both traditional and modern trade dynamics in Kenya and East Africa.
Strong analytical, commercial, and execution skills with experience managing agencies and budgets.
Preferred:
Experience in the beverage industry (juices, soft drinks, water, or functional beverages).
Exposure to digital marketing, influencer campaigns, or experiential activations.
Familiarity with SAP (S4HANA), BI dashboards, or marketing analytics tools.