Sales & Marketing Head – Home & Personal Care at CDL Human Resource

Role Summary

• The Sales & Marketing Head – Home & Personal Care (CRT Head) will lead the commercial agenda for this fast-emerging category, owning the P&L and driving both growth and profitability.
• This is a business-building role requiring a hands-on, entrepreneurial leader with strong grounding in sales execution, category development, and marketing strategy. The ideal candidate will expand our client market footprint, strengthen distribution, shape an innovation pipeline, and build a motivated team to scale the category sustainably.

Key Responsibilities

Business Development & Category Leadership

• Define and execute the go-to-market strategy for the Home & Personal Care (HPC) category, aligned to our client growth and profitability goals.
• Drive category expansion through market development, portfolio rationalization, and targeted innovation.
• Identify and unlock new business opportunities, channels, and customer partnerships.
• Own the category P&L — balancing growth, cost efficiency, and brand investment.

Route-to-Market & Sales Excellence

• Lead and develop the sales organization to expand coverage in both General Trade (GT) and Modern Trade (MT).
• Design and optimize RTM models suited for HPC products — including van sales, direct distribution, and digital ordering.
• Strengthen distributor capability and alignment to category priorities.
• Establish strong sales governance, forecasting accuracy, and performance visibility through digital tools and dashboards.

Brand & Marketing Development

• Build the marketing roadmap for HPC brands — spanning detergents, soaps, and emerging categories.
• Drive brand positioning, pricing, and communication strategies that resonate with consumers and trade.
• Lead cross-functional innovation initiatives (NPDs, packaging, communication) with R&D, Production, and Supply Chain.
• Champion digital marketing and e-commerce presence to build awareness and trial.

Trade Marketing & Channel Activation

• Oversee trade marketing strategy — from price-pack architecture and visibility plans to promotional calendars.
• Ensure consistent brand execution across channels with a focus on conversion and loyalty.
• Track trade marketing ROI and continuously optimize spend allocation.

Cross-Functional Leadership & Collaboration

• Partner with Production, Finance, and Transformation Office to ensure alignment between commercial plans and operational capacity.
• Collaborate with Supply Chain for demand forecasting, inventory management, and service level improvement.
• Influence across departments to accelerate decision-making and remove barriers to growth.

Team Leadership & Capability Building

• Lead, coach, and inspire a young and ambitious sales & marketing team.
• Instill a high-performance culture driven by accountability, speed, and collaboration.
• Build commercial and digital capabilities within the team (CRM, BI tools, e-commerce).

Ideal Candidate Profile

Education:

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

Experience:

• 10–15 years of FMCG commercial experience, including at least 5 years in senior sales or marketing leadership.
• Proven record in developing and scaling a new or emerging category — ideally in Home, Personal Care, or related FMCG sectors.
• Strong exposure to both General Trade and Modern Trade, with understanding of Kenyan and East African markets.
• Experience integrating marketing strategy with sales execution, and managing innovation pipelines.
• Demonstrated success in business development, team building, and cross-functional influence.