Role Summary

Our client is looking for a Category Lead – Marketing (Oil & Fats) to drive the marketing strategy and execution for one of their most strategic and competitive business units.

You will play a leading role in shaping portfolio strategy, brand positioning, trade activation, and consumer engagement across Kenya and regional markets.

This role combines strong analytical skills, commercial acumen, and deep understanding of consumer and trade dynamics in the edible oils and fats segment — from bulk and value brands to premium and innovation-led offerings.

Key Responsibilities

Category Strategy & Planning

• Develop and execute the annual marketing plan for the Oil & Fats portfolio, aligned to category growth and profitability targets.
• Identify consumer and channel growth opportunities (e.g., pack-price architecture, emerging trends, new geographies).
• Translate consumer and shopper insights into actionable brand and trade marketing initiatives.

Brand Management & Communication

• Manage brand positioning and communication for our clients brands other portfolio products.
• Build and execute ATL and digital campaigns that strengthen brand preference and differentiation.
• Ensure consistent storytelling and packaging alignment with consumer positioning.

Trade & Channel Activation

• Design and implement in-store and channel activation plans, in partnership with the sales and RTM teams.
• Work with distributors to ensure visibility, availability, and performance of key SKUs.
• Measure and improve activation ROI and trade program efficiency.

Innovation & Portfolio Development

• Support development of new products and line extensions, ensuring consumer and channel fit.
• Partner with R&D, Supply Chain, and Sales on go-to-market launches and post-launch performance reviews.

Data & Performance Management

• Track brand health, category share, and volume KPIs using dashboards and market data.
• Use insights to guide pricing, promotions, and marketing mix optimization.
• Prepare business reviews and performance reports for leadership.

Requirements

Ideal Candidate Profile

Education:

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

Experience:

• 5–8 years in FMCG marketing with at least 3 years in brand/category management.
• Must have proven success in the edible oils and fats segment.
• Solid understanding of both traditional and modern trade environments.
• Strong analytical, commercial, and execution capabilities.
• Experience managing agencies, budgets, and trade activations.

Preferred:

• Exposure to pricing and portfolio management for mass-market categories.
• Experience with BI tools, digital marketing platforms, or SAP (S4HANA).

What Success Looks Like

• Clear, data-driven marketing plan driving category growth and profitability.
• Strengthened brand equity and top-of-mind awareness in key consumer segments.
• Incremental volume growth and improved margin mix.
• Enhanced trade activation and visibility across channels.
• Brand health and share metrics trending upward quarter over quarter.

• Develop and execute the annual marketing plan for the Oil & Fats portfolio, aligned to category growth and profitability targets.
• Identify consumer and channel growth opportunities (e.g., pack-price architecture, emerging trends, new geographies).
• Translate consumer and shopper insights into actionable brand and trade marketing initiatives.
• Manage brand positioning and communication for our clients brands other portfolio products.
• Build and execute ATL and digital campaigns that strengthen brand preference and differentiation.
• Ensure consistent storytelling and packaging alignment with consumer positioning.
• Design and implement in-store and channel activation plans, in partnership with the sales and RTM teams.
• Work with distributors to ensure visibility, availability, and performance of key SKUs.
• Measure and improve activation ROI and trade program efficiency.
• Support development of new products and line extensions, ensuring consumer and channel fit.
• Partner with R&D, Supply Chain, and Sales on go-to-market launches and post-launch performance reviews.
• Track brand health, category share, and volume KPIs using dashboards and market data.
• Use insights to guide pricing, promotions, and marketing mix optimization.
• Prepare business reviews and performance reports for leadership.

• Strong analytical skills
• Commercial acumen
• Deep understanding of consumer and trade dynamics in the edible oils and fats segment
• Strong analytical capabilities
• Strong commercial capabilities
• Strong execution capabilities
• Experience managing agencies
• Experience managing budgets
• Experience managing trade activations
• Exposure to pricing and portfolio management for mass-market categories
• Experience with BI tools
• Experience with digital marketing platforms
• Experience with SAP (S4HANA)

• Bachelor’s degree in Marketing, Business Administration, or related field.
• CIM or MBA preferred.
• 5–8 years in FMCG marketing
• At least 3 years in brand/category management.
• Proven success in the edible oils and fats segment.
• Solid understanding of both traditional and modern trade environments.