Key Responsibilities

Category Strategy & Planning

• Develop and execute the annual category marketing plan for Diaper Category, aligned with growth and profitability targets.
• Identify consumer, channel, and innovation opportunities (e.g. hygiene trends, wellness, affordability, pack-price architecture).
• Translate consumer and shopper insights into actionable brand, innovation, and trade marketing initiatives.

Brand Management & Communication

• Lead brand positioning and communication for Diaper Category and emerging brands.
• Develop and execute ATL, BTL, and digital campaigns that build awareness, trial, and preference.
• Ensure consistent brand storytelling across packaging, advertising, and point-of-sale materials.

Trade & Channel Activation

• Design and implement trade marketing and in-store activation plans in partnership with Sales and RTM teams.
• Work with distributors to ensure visibility, availability, and execution excellence at launch and scale-up stages.
• Measure and continuously improve activation ROI and trade spend effectiveness.

Innovation & Portfolio Development

• Lead and support NPD initiatives from concept validation to launch execution and post-launch performance reviews.
• Partner closely with R&D, Supply Chain, Quality, Finance, and Sales to ensure feasibility, readiness, and speed-to-market.
• Identify whitespace opportunities for portfolio expansion and line extensions within Personal Care.

Data & Performance Management

• Track brand health, category share, pricing, and volume KPIs using dashboards and market data.
• Use insights to guide portfolio prioritisation, pricing decisions, and marketing investment.
• Prepare category performance reports and business reviews for CRT and senior leadership.

Ideal Candidate Profile

• Bachelor’s degree in Marketing, Business Administration, or a related field
• CIM, MBA, or equivalent professional qualification preferred
• 5–8 years’ experience in FMCG marketing, with at least 3 years in brand or category management within the Hygiene and Personal Care segment.
• Proven end-to-end experience in new product development and successful product launches
• Solid understanding of General Trade and Modern Trade dynamics in Kenya and the wider region
• Experience working with well-known brands in Kenya; exposure to the diaper category is an added advantage

• Develop and execute the annual category marketing plan for Diaper Category, aligned with growth and profitability targets.
• Identify consumer, channel, and innovation opportunities (e.g. hygiene trends, wellness, affordability, pack-price architecture).
• Translate consumer and shopper insights into actionable brand, innovation, and trade marketing initiatives.
• Lead brand positioning and communication for Diaper Category and emerging brands.
• Develop and execute ATL, BTL, and digital campaigns that build awareness, trial, and preference.
• Ensure consistent brand storytelling across packaging, advertising, and point-of-sale materials.
• Design and implement trade marketing and in-store activation plans in partnership with Sales and RTM teams.
• Work with distributors to ensure visibility, availability, and execution excellence at launch and scale-up stages.
• Measure and continuously improve activation ROI and trade spend effectiveness.
• Lead and support NPD initiatives from concept validation to launch execution and post-launch performance reviews.
• Partner closely with R&D, Supply Chain, Quality, Finance, and Sales to ensure feasibility, readiness, and speed-to-market.
• Identify whitespace opportunities for portfolio expansion and line extensions within Personal Care.
• Track brand health, category share, pricing, and volume KPIs using dashboards and market data.
• Use insights to guide portfolio prioritisation, pricing decisions, and marketing investment.
• Prepare category performance reports and business reviews for CRT and senior leadership.

• Brand Management
• Category Management
• New Product Development
• Trade Marketing
• Digital Marketing
• Consumer Insights
• Market Data Analysis
• FMCG Marketing
• Hygiene and Personal Care Segment Knowledge
• General Trade and Modern Trade Dynamics in Kenya

• Bachelor’s degree in Marketing, Business Administration, or a related field
• CIM, MBA, or equivalent professional qualification preferred
• 5–8 years’ experience in FMCG marketing
• At least 3 years in brand or category management within the Hygiene and Personal Care segment
• Proven end-to-end experience in new product development and successful product launches
• Solid understanding of General Trade and Modern Trade dynamics in Kenya and the wider region
• Experience working with well-known brands in Kenya
• Exposure to the diaper category is an added advantage