Category Lead - Marketing (Beverages)

About the role

A leading FMCG manufacturer, represented by Career Directions Limited, is looking for a Category Lead - Marketing (Beverages) to drive the marketing strategy and execution of a rapidly expanding beverage portfolio across Kenya and regional markets. The role covers portfolio strategy, brand positioning, trade activation and consumer engagement, from juices and carbonated drinks to functional and innovation-led products.

Key responsibilities

• Develop and execute the annual marketing plan for the beverage portfolio, aligned with growth and profitability objectives
• Identify category and channel growth opportunities, including health and wellness trends, on-the-go consumption and pack innovation
• Translate consumer and shopper insights into brand and trade marketing initiatives
• Lead brand positioning, communication and campaign execution, including ATL, BTL, digital and experiential campaigns
• Manage relationships with creative, media and activation agencies
• Design trade marketing and in-store activation programs with Sales and Route-to-Market teams, and partner with distributors and key accounts across General Trade, Modern Trade and HoReCa
• Measure activation ROI and support retailer engagement initiatives
• Support NPD projects from concept validation through launch, working with R&D, Supply Chain and Sales
• Monitor brand health, category performance, pricing, volume and profitability, and prepare quarterly performance reports for senior leadership

Required profile

• Bachelor's degree in Marketing, Business Administration or a related field; CIM or MBA is an added advantage
• 5-8 years of FMCG marketing experience, with at least 3 years in beverage, food or related category management
• Proven success in brand and trade marketing in a competitive consumer goods environment
• Strong understanding of traditional and modern trade across Kenya and East Africa
• Experience managing agencies, marketing budgets and integrated campaigns
• Preferred: direct FMCG category experience in juices, soft drinks, water or functional beverages, and exposure to digital marketing, influencer campaigns and experiential activations

Required skills

• Familiarity with SAP S/4HANA, BI dashboards or marketing analytics tools is preferred
• Analytical, commercial and execution skills