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 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.

• 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.

• Category strategy
• Consumer and market insights
• Portfolio management
• Pricing
• Consumer-led innovation
• Category P&L ownership
• Brand management
• New product development
• Marketing plan development
• Team leadership
• Collaboration with cross-functional teams
• Knowledge of General Trade and Modern Trade in Kenya and East Africa (advantageous)
• Pricing analytics
• Consumer research
• NPD processes

• 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.