Marketing and CommunicationsFull-TimeSenior-level(6+ yrs)
Job Description
Role Overview
The Brand Marketing Lead – Hygiene is responsible for developing and executing the annual category marketing plan for the Diaper Category, ensuring it aligns with growth and profitability targets. This role involves identifying consumer and innovation opportunities, translating insights into actionable brand initiatives, and leading new product development (NPD) from concept to launch within the Hygiene and Personal Care segment.
Key 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 such as hygiene trends, wellness, affordability, and 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 (Above The Line), BTL (Below The Line), and digital campaigns to 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 Route-to-Market (RTM) teams.
Work with distributors to ensure visibility, availability, and execution excellence during 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 senior leadership.
Requirements
Bachelor’s degree in Marketing, Business Administration, or a related field.
CIM, MBA, or equivalent professional qualification is preferred.
5–8 years’ experience in FMCG marketing, with at least 3 years specifically 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.
How to Apply
Interested and qualified candidates should apply online via the CDL Human Resource recruitment portal on Zoho Recruit. Apply Here.
How to Apply
Interested and qualified candidates should apply online via the CDL Human Resource recruitment portal on Zoho Recruit. Click on the application link: https://www.myjobmag.co.ke/apply-now/1182458 which will direct you to the official submission page.
