Brand Executive - Beer at Kenya Wine Agencies Limited (KWAL)

Job Purpose

This position is responsible for supporting the development and execution of brand strategies for KWAL's brands. This role involves working closely with cross-functional teams to ensure the effective implementation of marketing plans that drive brand growth and achieve business objectives.

Main Responsibilities

Support in Formulation and Execution of Brand Strategies 

• Conduct market research to understand the market landscape, including consumer trends, competitive analysis, and emerging opportunities.
• Support the development of clear and differentiated brand positioning strategies that resonate with target consumers and align with KWAL's overall portfolio vision.
• Help segment the market to identify target consumer groups and tailor marketing strategies accordingly.

Market Analysis and Consumer Insights

• Analyse market trends to identify patterns, opportunities, and threats within the alcohol market.
• Study consumer behaviour and preferences to understand the factors influencing purchase decisions.
• Assist in designing and conducting consumer research studies to gather data on preferences, attitudes, and behaviours related to alcoholic drinks consumption.
• Analyse consumer data to generate insights that support brand strategy and product development.
• Help identify distinct consumer segments and develop detailed profiles to understand their specific needs and preferences.
• Monitor industry trends and consumer behaviour shifts to anticipate changes in the market.

Brand performance tracking and improvement

• Track brand performance across different KPIs (numeric distribution, ROS, market share) and consumer drivers
• Translate brand performance insights into actionable activities, provide recommendations to the different business stakeholders and identify areas of improvement
• Present brand performance metrics and insights at different business levels

Minimum Required Qualifications, Knowledge and Experience

Academic Qualifications

• Bachelor degree in Marketing or a business-related field.

Professional Qualifications

• Membership to a relevant professional body will be an added advantage.

Experience 

• At least 3 years’ experience in FMCG 
• Experience in Project management

Competencies

Technical Competencies

• Proficient in managing and building brands, with a deep understanding of brand positioning, equity, and architecture.
• Skilled in designing and conducting market research studies, analysing data, and deriving actionable insights.
• Knowledgeable in the product development process, from ideation to launch, ensuring products meet consumer needs and quality standards.
• Experienced in digital marketing strategies and tools, including social media, SEO/SEM, email marketing, and content creation.
• Ability to translate consumer insights into strategic recommendations that drive brand growth and innovation.
• Proficient in analysing complex data sets to identify trends, patterns, and insights that inform business decisions.
• Strong interpersonal skills and the ability to work effectively with cross-functional teams and external partners.
• Ability to think creatively and innovatively, developing unique solutions to business challenges.
• Understanding of sales and distribution channels, with the ability to develop strategies that maximise market penetration.
• Strong Microsoft office skills, with PowerBI a plus

Behavioural Competencies

• Exhibits a creative mindset, constantly seeking new ways to improve products, processes, and consumer experiences.
• Shows a strong understanding of the business environment, with the ability to make decisions that drive commercial success.
• Possesses excellent communication skills, capable of conveying ideas and information clearly and persuasively..
• Puts the consumer at the heart of decision-making, ensuring that their needs and preferences are always considered.
• Thinks strategically, considering the long-term implications of decisions and actions.