Category Lead – Marketing (Beverages)

About the role

Our client, a leading FMCG manufacturer, is looking for a Category Lead – Marketing (Beverages) to shape and execute the marketing strategy for a fast‑growing beverage portfolio across Kenya and regional markets. The role blends strategic planning, brand stewardship, trade activation and consumer engagement.

Key responsibilities

• Develop and implement the annual marketing plan for the beverage portfolio, aligning with growth and profitability targets.
• Identify category and channel growth opportunities, including health‑and‑wellness trends, on‑the‑go consumption and packaging innovation.
• Translate consumer and shopper insights into actionable brand and trade marketing initiatives.
• Lead brand positioning, communication and integrated ATL, BTL, digital and experiential campaigns.
• Ensure consistent brand storytelling across advertising, packaging, digital platforms and POS materials.
• Collaborate with sales and route‑to‑market teams to design trade‑marketing and in‑store activation programs.
• Partner with distributors and key accounts to boost product visibility in General Trade, Modern Trade and HoReCa channels.
• Measure activation ROI and optimise trade investment effectiveness.
• Support new product development and portfolio innovation initiatives.

Required profile

• At least 60 months (5 years) of senior‑level experience in FMCG marketing, with direct exposure to the beverage sector (juices, soft drinks, water, functional drinks).
• Proven track record of driving category growth and managing brand portfolios.
• Strong analytical capability and commercial acumen.
• Ability to work cross‑functionally with sales, R‑TM and agency partners.

Required skills

• Analytical capability
• Commercial acumen
• Consumer and trade insight analysis