CDL was founded in early 2003 by its current Managing Director Lucy Mmari.Within her 14 year tenure in a well established logistics company, She honed her skill in human resources management and thereafter started CDL.

Category Lead Marketing – Diaper Category

This role combines strong consumer insight, commercial acumen, and execution excellence, with a particular focus on translating innovation into scalable, profitable brands in competitive FMCG environments.

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
• Strong experience in the Personal Care, Home Care, or related fast-moving consumer goods (FMCG) categories, preferably 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 an

• 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.

• Consumer insight
• Commercial acumen
• Execution excellence
• Brand positioning
• ATL, BTL, and digital campaign development
• Trade marketing
• In-store activation
• New product development (NPD)
• Data analysis
• Performance management
• Understanding of 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