Role Overview
The Category Lead Marketing – Hygiene is responsible for driving growth and profitability for a designated product portfolio (primarily Food & Snacks). This leadership role involves developing and executing comprehensive marketing strategies, managing brand positioning, and leading innovation projects. The successful candidate will translate consumer insights into actionable marketing initiatives and oversee 360° campaigns across various channels to strengthen brand identity and market penetration.
Key Responsibilities
Category Strategy & Planning
- Develop and execute the annual marketing plan for the 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 brands such as Noodies, Shapies, Fillows, Elbbin & Nibble.
- 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 BIDCO’s 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 Route-to-Market (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
Education
- Bachelor’s degree in Marketing, Business Administration, or related field.
- CIM or MBA preferred.
Experience and Skills
- 5–8 years in FMCG marketing, with at least 3 years in food, snacks, or similar category management roles.
- 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.
- Preferred: Experience with NPD (New Product Development), flavor innovation, and packaging design for food/snack brands.
- Preferred: Exposure to digital and influencer marketing campaigns.
- Preferred: Familiarity with SAP (S4HANA), BI dashboards, or marketing analytics tools.
