Marketing and CommunicationsFull-TimeSenior-level(6+ yrs)
Job Description
As the Brand Marketing Lead for the Beverage and Food/Snacks portfolio, you will be responsible for driving the growth and profitability of the category. This role involves developing and executing comprehensive marketing strategies, managing brand positioning, and leading innovation projects. You will work closely with cross-functional teams including Sales, R&D, and Supply Chain to ensure marketing initiatives are effectively translated into market success across various trade channels in Kenya and East Africa.
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 the 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 Route-to-Market (RTM) 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 related field.
CIM or MBA is preferred.
Experience
5–8 years in FMCG marketing, with at least 3 years specifically in Non-alcoholic Beverage, Food, and Snacks.
Proven experience managing brands targeting youth, family, and mass-market segments.
Strong understanding of both traditional and modern trade in Kenya and East Africa.
Analytical thinker with creative problem-solving and execution discipline.
Experience managing agencies, budgets, and promotional programs.
