Marketing and CommunicationsFull-TimeSenior-level(6+ yrs)
Job Description
Role Overview
The Category Lead Marketing (Beverages) is responsible for driving the strategic direction and growth of the Beverages portfolio. This role involves developing annual marketing plans, managing flagship brands, and executing high-impact campaigns across multiple channels. The ideal candidate will translate consumer insights into actionable brand and trade marketing initiatives to achieve profitability and market share targets.
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, such as health and wellness trends, on-the-go consumption, and 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 including Planet, Jooz, Juo, Reaktor Simba, and upcoming innovations.
Build and execute ATL (Above the Line), BTL (Below the Line), 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 Route-to-Market (RTM) teams.
Partner with distributors and key accounts to strengthen visibility and availability across General Trade (GT), Modern Trade (MT), and HoReCa channels.
Measure activation ROI and continuously optimize trade spend effectiveness.
Innovation & Portfolio Development
Support innovation and New Product Development (NPD) projects, ranging 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, such as 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
Bachelor’s degree in Marketing, Business Administration, or a related field.
CIM (Chartered Institute of Marketing) qualification or an MBA is preferred.
5–8 years of experience in FMCG marketing, with at least 3 years specifically 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 Qualifications
Experience specifically within 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.
