The Brand Marketing Lead for Beverage and Food/Snacks is responsible for driving the strategic growth and profitability of the portfolio. This role focuses on developing annual marketing plans, identifying consumer opportunities in subcategories like noodles and cereals, and executing comprehensive 360° marketing campaigns to build brand loyalty and awareness.
Key Responsibilities
Category Strategy & Planning
- Develop and execute the annual marketing plan for the Beverage, Food & Snacks portfolio, aligned to growth and profitability targets.
- Identify consumer and channel opportunities across subcategories (noodles, cereals, snacks) to drive penetration and frequency.
- Translate consumer insights and category trends (nutrition, convenience, youth snacking, affordability) into actionable marketing initiatives.
Brand Management & Communication
- Lead brand positioning, communication, and innovation storytelling for Beverage and Food/Snacks brands.
- Build and execute 360° marketing campaigns (ATL, digital, in-store) that drive awareness, trial, and loyalty.
- Ensure cohesive messaging across packaging, advertising, and promotions to strengthen our client brand identity.
Trade & Channel Activation
- Design and implement trade activation plans that drive visibility, conversion, and distribution for core and new products.
- Partner with sales and RTM teams to ensure flawless execution of promotions across general trade, modern trade, and institutional channels.
- Measure activation ROI and continuously optimize channel investments.
Innovation & Portfolio Development
- Support innovation projects — from concept development and packaging design to launch execution.
- Work with R&D, Supply Chain, and Sales to ensure launches are commercially viable and meet consumer needs.
- Lead post-launch reviews and performance tracking to refine the innovation pipeline.
Data & Performance Management
- Track category performance (brand health, volume, share, and profitability) using dashboards and external data.
- Use insights to guide pricing, portfolio prioritization, and marketing investment.
- Prepare quarterly category reviews and business updates for leadership.
Requirements and Qualifications
- Bachelor’s degree in Marketing, Business Administration, or a related field.
- CIM or MBA preferred.
- 5–8 years in FMCG marketing, with at least 3 years in Non-alcoholic Beverage, Food and Snacks.
- Proven experience managing brands targeting youth, family, and mass-market segments.
- Strong understanding of both traditional and modern trade in Kenya and East Africa.
- Analytical thinker with creative problem-solving and execution discipline.
- Experience managing agencies, budgets, and promotional programs.
How to Apply
Interested and qualified candidates should apply online through the CDL Human Resource recruitment portal by visiting: https://www.myjobmag.co.ke/apply-now/1182460.
