Background

Capwell Industries Limited (henceforth referred to as CIL) started its operations in 1999 with a modern maize milling factory in Thika. It manufactures high quality flour, rice pulses and porridges, using the best processes and technologies available. CIL has since diversified its operations to rice milling, porridge milling, packaging of wheat flour and distribution of fruit juice

Role Overview

The Brand Manager will drive brand growth, market penetration, and profitability by leading the development and execution of integrated brand strategies, marketing programs, and product innovation initiatives.

The role is responsible for translating Capwell’s commercial strategy into market-winning brand plans, ensuring strong consumer relevance, effective brand visibility, and sustained revenue growth.

Key Responsibilities

• Develop and execute annual brand plans aligned to Capwell’s commercial growth and category strategy.
• Identify brand growth opportunities across products, consumer segments, and distribution channels to drive market share expansion.
• Monitor brand performance including revenue growth, market share, profitability, and competitive activity.
• Conduct consumer, category, and competitor analysis to generate actionable insights that inform brand and product strategies.
• Lead the development and execution of integrated marketing campaigns across ATL, BTL, and digital platforms.
• Plan and coordinate trade marketing programs, in-store activations, and promotional initiatives in collaboration with the sales team.
• Work closely with marketing and creative agencies to develop impactful brand communication and campaigns.
• Manage the full product lifecycle including product positioning, packaging, pricing strategy, and market performance tracking.
• Lead new product development initiatives in collaboration with R&D, commercial, and supply chain teams.
• Drive successful product launches including launch planning, market activation, and post-launch performance evaluation.
• Monitor marketing investment and ensure effective deployment of marketing budgets to deliver strong return on investment.
• Collaborate cross-functionally with Sales, Supply Chain, Finance, and R&D teams to ensure successful brand execution in the market.
• Prepare and present brand performance reports, insights, and recommendations to senior leadership.

Qualifications

• Bachelor’s degree in Marketing, Business, or a related field
• 3–5 years’ experience in FMCG brand management or product marketing
• Proven ability to develop and execute brand strategies that drive market growth
• Experience managing product lifecycle from concept to market launch

• Develop and execute annual brand plans aligned to Capwell’s commercial growth and category strategy.
• Identify brand growth opportunities across products, consumer segments, and distribution channels to drive market share expansion.
• Monitor brand performance including revenue growth, market share, profitability, and competitive activity.
• Conduct consumer, category, and competitor analysis to generate actionable insights that inform brand and product strategies.
• Lead the development and execution of integrated marketing campaigns across ATL, BTL, and digital platforms.
• Plan and coordinate trade marketing programs, in-store activations, and promotional initiatives in collaboration with the sales team.
• Work closely with marketing and creative agencies to develop impactful brand communication and campaigns.
• Manage the full product lifecycle including product positioning, packaging, pricing strategy, and market performance tracking.
• Lead new product development initiatives in collaboration with R&D, commercial, and supply chain teams.
• Drive successful product launches including launch planning, market activation, and post-launch performance evaluation.
• Monitor marketing investment and ensure effective deployment of marketing budgets to deliver strong return on investment.
• Collaborate cross-functionally with Sales, Supply Chain, Finance, and R&D teams to ensure successful brand execution in the market.
• Prepare and present brand performance reports, insights, and recommendations to senior leadership.

• Brand Strategy Development
• Marketing Campaign Execution
• Product Lifecycle Management
• Consumer Analysis
• Market Penetration
• Profitability Analysis
• Trade Marketing
• Digital Marketing
• Cross-functional Collaboration
• Budget Management
• Return on Investment (ROI) Analysis
• New Product Development
• Market Activation
• Performance Reporting

• Bachelor’s degree in Marketing, Business, or a related field
• 3–5 years’ experience in FMCG brand management or product marketing
• Proven ability to develop and execute brand strategies that drive market growth
• Experience managing product lifecycle from concept to market launch