Brand Marketing Lead - Beverage and Food/Snacks- Nairobi at CDL Human Resource

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.

Ideal Candidate Profile

Education:

• Bachelor’s degree in Marketing, Business Administration, or related field. CIM or MBA preferred.

Experience:

• 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.