Category & Innovations Manager – Flours at Capwell Industries Ltd

Role purpose

• Lead the profitable growth and long-term development of the Flours category through category strategy, consumer and market insights, portfolio management, pricing, consumer-led innovation and full ownership of the category P&L.

Key responsibilities

• Develop and implement short-, medium- and long-term category growth strategies.
• Own category financial performance, including revenue, volume, margins, product mix and marketing investments.
• Use consumer, shopper and market insights to inform category decisions.
• Manage brand, product range and SKU architecture, identifying gaps, overlaps and rationalisation opportunities.
• Drive pricing, pack architecture and affordability decisions in collaboration with Commercial and Finance.
• Lead new product development from concept and business case through commercialisation and post-launch evaluation.
• Develop and oversee annual category marketing plans, budgets, investment priorities and ROI.
• Lead, coach and develop Brand Managers, building category capability and succession.
• Collaborate with R&D, Operations, Supply Chain, Finance, Procurement and Quality.

Qualifications and experience

• Bachelor’s degree in Marketing, Business, Commerce or a related field.
• Minimum 7–8 years of progressive FMCG marketing, category or brand management experience, including at least 2–3 years at Category Manager or Senior Brand Manager level.
• Demonstrated ownership of category or brand P&L, including revenue, margin, product mix and marketing investment.
• Proven experience in portfolio management, pack-price architecture and consumer-led innovation, including taking a product from concept to launch and post-launch review.
• Experience leading and developing Brand Managers or an equivalent marketing team.
• Food manufacturing or food-category experience, particularly in flour, grains, staples, snacks or related categories, is strongly preferred.
• Knowledge of General Trade and Modern Trade in Kenya and the wider East African market is advantageous.
• Professional or postgraduate Marketing qualifications and experience with pricing analytics, consumer research and NPD processes are desirable.
• Team leadership: Brand Manager – Grains/Flour + RTE/D and Brand Manager – Biscuits & Snacks.