Brand Marketing Lead - (Edible Oil & Fats) at CDL Human Resource

Role Summary

• Our client is looking for a Category Lead – Marketing (Oil & Fats) to drive the marketing strategy and execution for one of their most strategic and competitive business units.
• You will play a leading role in shaping portfolio strategy, brand positioning, trade activation, and consumer engagement across Kenya and regional markets.
• This role combines strong analytical skills, commercial acumen, and deep understanding of consumer and trade dynamics in the edible oils and fats segment — from bulk and value brands to premium and innovation-led offerings.

Key Responsibilities

Category Strategy & Planning

• Develop and execute the annual marketing plan for the Oil & Fats portfolio, aligned to category growth and profitability targets.
• Identify consumer and channel growth opportunities (e.g., pack-price architecture, emerging trends, new geographies).
• Translate consumer and shopper insights into actionable brand and trade marketing initiatives.

Brand Management & Communication

• Manage brand positioning and communication for our clients brands other portfolio products.
• Build and execute ATL and digital campaigns that strengthen brand preference and differentiation.
• Ensure consistent storytelling and packaging alignment with consumer positioning.

Trade & Channel Activation

• Design and implement in-store and channel activation plans, in partnership with the sales and RTM teams.
• Work with distributors to ensure visibility, availability, and performance of key SKUs.
• Measure and improve activation ROI and trade program efficiency.

Innovation & Portfolio Development

• Support development of new products and line extensions, ensuring consumer and channel fit.
• Partner with R&D, Supply Chain, and Sales on go-to-market launches and post-launch performance reviews.

Data & Performance Management

• Track brand health, category share, and volume KPIs using dashboards and market data.
• Use insights to guide pricing, promotions, and marketing mix optimization.
• Prepare business reviews and performance reports for leadership.

Requirements

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 brand/category management.
• Must have proven success in the edible oils and fats segment.
• Solid understanding of both traditional and modern trade environments.
• Strong analytical, commercial, and execution capabilities.
• Experience managing agencies, budgets, and trade activations.

Preferred:

• Exposure to pricing and portfolio management for mass-market categories.
• Experience with BI tools, digital marketing platforms, or SAP (S4HANA).

What Success Looks Like

• Clear, data-driven marketing plan driving category growth and profitability.
• Strengthened brand equity and top-of-mind awareness in key consumer segments.
• Incremental volume growth and improved margin mix.
• Enhanced trade activation and visibility across channels.
• Brand health and share metrics trending upward quarter over quarter.