Category Lead – Marketing (Non-Alcoholic Beverages) at CDL Human Resource

• This role combines strong analytical skills, commercial acumen, and deep understanding of consumer and trade dynamics in the beverage segment — from juices and carbonated drinks to functional and innovation-led products.

Key Responsibilities

• Category Strategy & Planning
• Develop and execute the annual marketing plan for the Beverages portfolio, aligned to growth and profitability targets.
• Identify category and channel growth opportunities (e.g., health & wellness trends, on-the-go consumption, pack innovation).
• Translate consumer and shopper insights into actionable brand and trade marketing initiatives.
• Brand Management & Communication
• Lead brand positioning and communication for flagship brands and new innovations in the pipeline.
• Build and execute ATL, BTL, and digital campaigns that drive preference and differentiation in a competitive beverage market.
• Ensure consistent brand storytelling across advertising, packaging, and point-of-sale materials.
• Trade & Channel Activation
• Design and implement trade marketing and in-store activation plans in collaboration with the Sales and RTM teams.
• Partner with distributors and key accounts to strengthen visibility and availability across channels — GT, MT, and HoReCa.
• Measure activation ROI and continuously optimize trade spend effectiveness.
• Innovation & Portfolio Development
• Support innovation and NPD (new product development) projects — from consumer testing to launch execution.
• Collaborate with R&D, Supply Chain, and Sales to ensure new launches are well-supported and tracked post-launch.
• Identify whitespace opportunities for category expansion (e.g., hydration, flavored water, energy, or functional drinks).
• Data & Performance Management
• Monitor brand health, category share, pricing, and volume KPIs using internal dashboards and market research.
• Use insights to guide portfolio prioritization and marketing investment decisions.
• Prepare quarterly category performance reports and business reviews for leadership.

Ideal Candidate Profile

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

Experience:

• Must have at least 5–8 years in FMCG marketing with at least 3 years in non-alcoholic beverage.
• Proven track record in brand and trade marketing within a competitive consumer goods environment.
• Deep understanding of both traditional and modern trade dynamics in Kenya and East Africa.
• Strong analytical, commercial, and execution skills with experience managing agencies and budgets.