As the Brand Marketing Lead – Hygiene, you will be responsible for driving the growth and profitability of the Hygiene category, with a specific focus on the Diaper segment and emerging brands. The role involves developing comprehensive category strategies, leading brand communication, and managing the end-to-end product lifecycle from innovation to market execution.
Responsibilities
Category Strategy & Planning
- Develop and execute the annual category marketing plan for the 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 the 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.
Qualifications and Experience
- 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 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.
- Experience working with well-known brands in Kenya; exposure to the diaper category is an added advantage.
