Category Lead Marketing – Hygiene

About the role

We are seeking a senior Category Lead Marketing – Hygiene to shape the strategy and execution for the Diaper category across Kenya and regional markets. The role will drive new product development, brand positioning, trade activation and consumer engagement within a fast‑moving consumer goods environment.

Key responsibilities

• Develop and implement the annual category marketing plan aligned with growth and profitability targets.
• Identify consumer, channel and innovation opportunities, translating insights into brand, innovation and trade initiatives.
• Lead brand positioning and communication, delivering ATL, BTL and digital campaigns that build awareness and preference.
• Design and execute trade and in‑store activation plans in partnership with sales and distribution teams, monitoring ROI and trade spend effectiveness.
• Lead NPD initiatives from concept validation through launch and post‑launch performance, collaborating with R&D, supply chain, quality, finance and sales.
• Track brand health, category share, pricing and volume KPIs using dashboards and market data to inform portfolio and pricing decisions.

Required profile

• Senior‑level marketing professional with at least 5 years of experience in FMCG or personal care categories.
• Strong consumer insight and commercial acumen with a proven track record of delivering profitable growth.
• Ability to work cross‑functionally with R&D, supply chain, finance and sales teams.
• Excellent analytical mindset and data‑driven decision making.

Required skills