Role Summary
The Sales & Marketing Head – Home & Personal Care (CRT Head) is tasked with leading the commercial agenda for this fast-emerging category, owning the P&L and driving both growth and profitability. This is a business-building role requiring a hands-on, entrepreneurial leader with strong grounding in sales execution, category development, and marketing strategy. The ideal candidate will be responsible for expanding the client's market footprint, strengthening distribution, shaping an innovation pipeline, and building a motivated team to scale the category sustainably.
Key Responsibilities
Business Development & Category Leadership
- Define and execute the go-to-market strategy for the Home & Personal Care (HPC) category, aligned to our client growth and profitability goals.
- Drive category expansion through market development, portfolio rationalization, and targeted innovation.
- Identify and unlock new business opportunities, channels, and customer partnerships.
- Own the category P&L — balancing growth, cost efficiency, and brand investment.
Route-to-Market & Sales Excellence
- Lead and develop the sales organization to expand coverage in both General Trade (GT) and Modern Trade (MT).
- Design and optimize RTM models suited for HPC products — including van sales, direct distribution, and digital ordering.
- Strengthen distributor capability and alignment to category priorities.
- Establish strong sales governance, forecasting accuracy, and performance visibility through digital tools and dashboards.
Brand & Marketing Development
- Build the marketing roadmap for HPC brands — spanning detergents, soaps, and emerging categories.
- Drive brand positioning, pricing, and communication strategies that resonate with consumers and trade.
- Lead cross-functional innovation initiatives (NPDs, packaging, communication) with R&D, Production, and Supply Chain.
- Champion digital marketing and e-commerce presence to build awareness and trial.
Trade Marketing & Channel Activation
- Oversee trade marketing strategy — from price-pack architecture and visibility plans to promotional calendars.
- Ensure consistent brand execution across channels with a focus on conversion and loyalty.
- Track trade marketing ROI and continuously optimize spend allocation.
Cross-Functional Leadership & Collaboration
- Partner with Production, Finance, and Transformation Office to ensure alignment between commercial plans and operational capacity.
- Collaborate with Supply Chain for demand forecasting, inventory management, and service level improvement.
- Influence across departments to accelerate decision-making and remove barriers to growth.
Team Leadership & Capability Building
- Lead, coach, and inspire a young and ambitious sales & marketing team.
- Instill a high-performance culture driven by accountability, speed, and collaboration.
- Build commercial and digital capabilities within the team (CRM, BI tools, e-commerce).
Ideal Candidate Profile
Education:
- Bachelor’s degree in Business, Marketing, or a related field.
- MBA preferred.
Experience:
- 10–15 years of FMCG commercial experience, including at least 5 years in senior sales or marketing leadership.
- Proven record in developing and scaling a new or emerging category — ideally in Home, Personal Care, or related FMCG sectors.
- Strong exposure to both General Trade and Modern Trade, with understanding of Kenyan and East African markets.
- Experience integrating marketing strategy with sales execution, and managing innovation pipelines.
- Demonstrated success in business development, team building, and cross-functional influence.
