Background

From a small beginning in 1979, Glacier Products Ltd has expanded to become the market leader in the ice cream industry in East African region. The company's headquarters are based on Road A off Enterprise road in Nairobi's Industrial area in ultra-modern premises that house its head offices, production and storage facilities.

Job Purpose

Responsible for driving brand growth, market share, and profitability within the fast-moving consumer goods (FMCG) sector. This role leads strategic planning, marketing execution, innovation, and brand communication while collaborating closely with cross-functional teams. Acts as the brand custodian, ensuring consistent consumer experience and commercial impact across all channels.

Dimensions

Brand Strategy & Planning

Develop and execute annual brand strategies focused on penetration, distribution, volume, and equity growth.

Lead brand performance reviews, competitor analysis, and category insights to identify opportunities and risks.

Define brand positioning, value propositions, and communication frameworks.

Set yearly brand KPIs and manage robust execution plans.

Consumer, Shopper & Market Insights

Lead interpretation of consumer research, brand health trackers, usage & attitude studies, and product tests.

Analyze market data and internal sales trends to guide strategic decisions.

Identify shopper behaviors and identify brand channel opportunities

Marketing Campaign Development

Lead the development and execution of fully integrated 360° campaigns (ATL, digital, social, influencer, BTL, trade).

Manage creative, media, digital, and activation agencies, providing strong briefs and clear KPIs.

Oversee media planning (G, reach, frequency) and ensure campaigns deliver strong ROI and brand lift.

Evaluate campaign performance using consumer, sales, and digital metrics.

Innovation, Product & Packaging Management

Coordinate end-to-end brand innovation projects: Product development, testing, feasibility, and go-to-market.

Manage product renovation projects: Packaging design, artwork approvals & product formulation improvements/changes

Partner with R&D, Supply Chain, QA, and Procurement to ensure successful product launches.

Monitor SKU performance and recommend changes to pack sizes, pricing, or variants.

Commercial & Trade Execution

Collaborate with Sales and Trade Marketing to develop strong in-store activation plans.

Support promotional planning, pricing strategies, and channel-specific initiatives for MT, GT, and e-commerce.

Monitor trade execution performance and ensure brand visibility standards are met.

Budget Management

Own and manage the brand’s marketing budget, ensuring efficient use of A&P (Advertising & Promotion) spend.

Track monthly budget performance and ensure accurate reconciliation and reporting.

Manage vendor contracts and ensure compliance with procurement processes.

Cross-Functional Leadership

Work closely with Sales, Supply Chain, Finance, Category, R&D, and external agencies.

Provide brand training and alignment sessions to internal stakeholders.

Lead cross-functional meetings to ensure timely progress on brand and innovation projects.

Key Competencies

Proven ability to manage 360° campaigns and innovation projects.

Strong financial acumen: ability to interpret P&L, margins, pricing, and promo performance.

Excellent communication, leadership, and stakeholder management skills.

Strong analytical skills and experience with FMCG data tools (Nielsen, Kantar, Power BI, etc.)

Academic / Professional Background

Bachelor’s degree in marketing, Business, Commerce, or related field; MBA is an added advantage.

Work experience

4–7 years’ experience in FMCG brand management, marketing, or related commercial roles

• Develop and execute annual brand strategies focused on penetration, distribution, volume, and equity growth.
• Lead brand performance reviews, competitor analysis, and category insights to identify opportunities and risks.
• Define brand positioning, value propositions, and communication frameworks.
• Set yearly brand KPIs and manage robust execution plans.
• Lead interpretation of consumer research, brand health trackers, usage & attitude studies, and product tests.
• Analyze market data and internal sales trends to guide strategic decisions.
• Identify shopper behaviors and identify brand channel opportunities
• Lead the development and execution of fully integrated 360° campaigns (ATL, digital, social, influencer, BTL, trade).
• Manage creative, media, digital, and activation agencies, providing strong briefs and clear KPIs.
• Oversee media planning (G, reach, frequency) and ensure campaigns deliver strong ROI and brand lift.
• Evaluate campaign performance using consumer, sales, and digital metrics.
• Coordinate end-to-end brand innovation projects: Product development, testing, feasibility, and go-to-market.
• Manage product renovation projects: Packaging design, artwork approvals & product formulation improvements/changes
• Partner with R&D, Supply Chain, QA, and Procurement to ensure successful product launches.
• Monitor SKU performance and recommend changes to pack sizes, pricing, or variants.
• Collaborate with Sales and Trade Marketing to develop strong in-store activation plans.
• Support promotional planning, pricing strategies, and channel-specific initiatives for MT, GT, and e-commerce.
• Monitor trade execution performance and ensure brand visibility standards are met.
• Own and manage the brand’s marketing budget, ensuring efficient use of A&P (Advertising & Promotion) spend.
• Track monthly budget performance and ensure accurate reconciliation and reporting.
• Manage vendor contracts and ensure compliance with procurement processes.
• Work closely with Sales, Supply Chain, Finance, Category, R&D, and external agencies.
• Provide brand training and alignment sessions to internal stakeholders.
• Lead cross-functional meetings to ensure timely progress on brand and innovation projects.

• Proven ability to manage 360° campaigns and innovation projects.
• Strong financial acumen: ability to interpret P&L, margins, pricing, and promo performance.
• Excellent communication, leadership, and stakeholder management skills.
• Strong analytical skills and experience with FMCG data tools (Nielsen, Kantar, Power BI, etc.)

• Bachelor’s degree in marketing, Business, Commerce, or related field; MBA is an added advantage.