Marketing and CommunicationsFull-TimeSenior-level(6+ yrs)
Job Description
As the Brand Marketing Lead for the Beverage, Food, and Snacks portfolio at CDL Human Resource, you will be responsible for driving growth and profitability through strategic category planning and comprehensive brand management. You will identify consumer and channel opportunities across subcategories like noodles, cereals, and snacks to drive market penetration. The role requires translating consumer insights and category trends such as nutrition and convenience into actionable marketing initiatives while leading brand positioning and innovation storytelling. You will build and execute 360° marketing campaigns across ATL, digital, and in-store channels to strengthen brand identity and loyalty.
Key Responsibilities
Category Strategy & Planning
Develop and execute the annual marketing plan for the Beverage, Food & Snacks portfolio, aligned to growth and profitability targets.
Identify consumer and channel opportunities across subcategories (noodles, cereals, snacks) to drive penetration and frequency.
Translate consumer insights and category trends (nutrition, convenience, youth snacking, affordability) into actionable marketing initiatives.
Brand Management & Communication
Lead brand positioning, communication, and innovation storytelling for Beverage and Food/Snacks brands.
Build and execute 360° marketing campaigns (ATL, digital, in-store) that drive awareness, trial, and loyalty.
Ensure cohesive messaging across packaging, advertising, and promotions to strengthen our client brand identity.
Trade & Channel Activation
Design and implement trade activation plans that drive visibility, conversion, and distribution for core and new products.
Partner with sales and RTM (Route to Market) teams to ensure flawless execution of promotions across general trade, modern trade, and institutional channels.
Measure activation ROI and continuously optimize channel investments.
Innovation & Portfolio Development
Support innovation projects — from concept development and packaging design to launch execution.
Work with R&D, Supply Chain, and Sales to ensure launches are commercially viable and meet consumer needs.
Lead post-launch reviews and performance tracking to refine the innovation pipeline.
Data & Performance Management
Track category performance (brand health, volume, share, and profitability) using dashboards and external data.
Use insights to guide pricing, portfolio prioritization, and marketing investment.
Prepare quarterly category reviews and business updates for leadership.
Requirements
Education: Bachelor’s degree in Marketing, Business Administration, or a related field. Professional qualification (CIM) or an MBA is preferred.
Experience: 5–8 years in FMCG marketing, with at least 3 years specifically in Non-alcoholic Beverage, Food, and Snacks.
Market Knowledge: Proven experience managing brands targeting youth, family, and mass-market segments with a strong understanding of both traditional and modern trade in Kenya and East Africa.
Execution: Experience managing agencies, budgets, and promotional programs.
Competencies: Analytical thinker with creative problem-solving skills and strong execution discipline.
Interested and qualified candidates should apply online via the CDL Human Resource recruitment portal at https://www.myjobmag.co.ke/apply-now/1182459. This link redirects to the official application platform at cdl.zohorecruit.com.
