About the Role

Our client, a leading FMCG manufacturer, is seeking a Category Lead – Marketing (Beverages) to drive the marketing strategy and execution for a rapidly expanding beverage portfolio.

The successful candidate will lead portfolio strategy, brand positioning, trade activation, and consumer engagement across Kenya and regional markets. This role combines strong analytical capability, commercial acumen, and a deep understanding of consumer and trade dynamics across beverages—from juices and carbonated drinks to functional and innovation-led products.

Candidates must have relevant FMCG marketing and category experience with direct exposure to the Beverage sector, including juices, soft drinks, water or functional beverages.

Key Responsibilities

Category Strategy & Planning

• Develop and execute the annual marketing plan for the beverage portfolio, aligned with growth and profitability objectives.
• Identify category and channel growth opportunities, including health and wellness trends, on-the-go consumption, and pack innovation.
• Translate consumer and shopper insights into actionable brand and trade marketing initiatives.
• Build long-term category growth strategies supported by market intelligence and performance data.

Brand Management & Communication

• Lead brand positioning, communication, and campaign execution across the beverage portfolio.
• Develop and execute integrated ATL, BTL, digital, and experiential marketing campaigns that drive brand preference and differentiation.
• Ensure consistent brand storytelling across advertising, packaging, digital platforms, and point-of-sale materials.
• Manage relationships with creative, media, and activation agencies to deliver high-impact campaigns.

Trade & Channel Activation

• Design and implement trade marketing and in-store activation programs in collaboration with Sales and Route-to-Market teams.
• Partner with distributors and key accounts to strengthen product visibility and availability across General Trade, Modern Trade, and HoReCa channels.
• Measure activation ROI and optimize trade investment effectiveness.
• Support retailer engagement initiatives that improve shopper experience and sales performance.

Innovation & Portfolio Development

• Support New Product Development (NPD) projects from concept validation through commercialization.
• Collaborate with R&D, Supply Chain, and Sales to ensure successful product launches.
• Identify whitespace opportunities for category expansion, including hydration, flavored beverages, energy drinks, and functional products.
• Conduct post-launch evaluations to improve future innovation success.

Data & Performance Management

• Monitor brand health, category performance, pricing, volume, and profitability using internal dashboards and market research.
• Use insights to guide portfolio prioritization and marketing investment decisions.
• Prepare quarterly category performance reports and business reviews for senior leadership.

Requirements

Ideal Candidate Profile

Education

• Bachelor's degree in Marketing, Business Administration, or a related field.
• CIM qualification or MBA is an added advantage.

Experience

• 5–8 years of FMCG marketing experience, with at least 3 years in beverage, food, or related category management.
• Proven success in brand and trade marketing within a competitive consumer goods environment.
• Strong understanding of traditional and modern trade across Kenya and East Africa.
• Experience managing agencies, marketing budgets, and integrated campaigns.
• Excellent analytical, commercial, and execution skills.

Preferred Qualifications

• Candidates must have relevant FMCG marketing and category experience with direct exposure to the Beverage sector, including juices, soft drinks, water or functional beverages.
• Experience within juices, soft drinks, bottled water, or functional beverages.
• Exposure to digital marketing, influencer campaigns, and experiential activations.
• Familiarity with SAP S/4HANA, BI dashboards, or marketing analytics tools.

What Success Looks Like

• Delivery of an insight-driven category marketing strategy that supports business growth.
• Stronger brand equity and increased consumer awareness.
• Sustainable volume, revenue, and margin growth across channels.
• High-performing, ROI-driven trade and consumer activations.
• A healthy innovation pipeline supported by measurable performance improvements.

Ideal Cultural Fit

The successful candidate will:

• Demonstrate integrity and accountability.
• Collaborate effectively across cross-functional teams.
• Thrive in a fast-paced, results-driven environment.
• Bring an innovative mindset while maintaining strong execution discipline.
• Take ownership of initiatives that create measurable business impact.

Why Join Our Client?

This is an exciting opportunity to shape the future of a growing beverage portfolio within a dynamic FMCG organization. You'll have the autonomy to influence strategy, lead impactful marketing initiatives, and help build brands that resonate with consumers across Kenya and the wider East African region.

• Develop and execute the annual marketing plan for the beverage portfolio, aligned with growth and profitability objectives.
• Identify category and channel growth opportunities, including health and wellness trends, on-the-go consumption, and pack innovation.
• Translate consumer and shopper insights into actionable brand and trade marketing initiatives.
• Build long-term category growth strategies supported by market intelligence and performance data.
• Lead brand positioning, communication, and campaign execution across the beverage portfolio.
• Develop and execute integrated ATL, BTL, digital, and experiential marketing campaigns that drive brand preference and differentiation.
• Ensure consistent brand storytelling across advertising, packaging, digital platforms, and point-of-sale materials.
• Manage relationships with creative, media, and activation agencies to deliver high-impact campaigns.
• Design and implement trade marketing and in-store activation programs in collaboration with Sales and Route-to-Market teams.
• Partner with distributors and key accounts to strengthen product visibility and availability across General Trade, Modern Trade, and HoReCa channels.
• Measure activation ROI and optimize trade investment effectiveness.
• Support retailer engagement initiatives that improve shopper experience and sales performance.
• Support New Product Development (NPD) projects from concept validation through commercialization.
• Collaborate with R&D, Supply Chain, and Sales to ensure successful product launches.
• Identify whitespace opportunities for category expansion, including hydration, flavored beverages, energy drinks, and functional products.
• Conduct post-launch evaluations to improve future innovation success.
• Monitor brand health, category performance, pricing, volume, and profitability using internal dashboards and market research.
• Use insights to guide portfolio prioritization and marketing investment decisions.
• Prepare quarterly category performance reports and business reviews for senior leadership.

• Strong analytical capability
• Commercial acumen
• Deep understanding of consumer and trade dynamics across beverages
• Brand positioning
• Trade activation
• Consumer engagement
• Marketing plan development and execution
• Category and channel growth identification
• Consumer and shopper insight translation
• Brand and trade marketing initiative development
• Market intelligence analysis
• Performance data analysis
• Communication strategy development and execution
• Integrated marketing campaign development and execution (ATL, BTL, digital, experiential)
• Brand storytelling
• Agency relationship management
• Trade marketing program design and implementation
• In-store activation program design and implementation
• Distributor and key account partnership
• Product visibility and availability enhancement
• Activation ROI measurement and optimization
• Trade investment effectiveness optimization
• Retailer engagement initiative support
• New Product Development (NPD) support
• Cross-functional collaboration (R&D, Supply Chain, Sales)
• Whitespace opportunity identification
• Post-launch evaluation
• Brand health monitoring
• Category performance monitoring
• Pricing analysis
• Volume analysis
• Profitability analysis
• Portfolio prioritization
• Marketing investment decision guidance
• Report preparation
• Business review preparation
• Excellent analytical skills
• Excellent commercial skills
• Excellent execution skills
• Digital marketing exposure
• Influencer campaign exposure
• Experiential activation exposure
• Familiarity with SAP S/4HANA, BI dashboards, or marketing analytics tools

• Bachelor's degree in Marketing, Business Administration, or a related field.
• CIM qualification or MBA is an added advantage.
• Relevant FMCG marketing and category experience
• Direct exposure to the Beverage sector (juices, soft drinks, water or functional beverages)
• Proven success in brand and trade marketing within a competitive consumer goods environment.
• Strong understanding of traditional and modern trade across Kenya and East Africa.
• Experience managing agencies, marketing budgets, and integrated campaigns.
• Experience within juices, soft drinks, bottled water, or functional beverages.
• Exposure to digital marketing, influencer campaigns, and experiential activations.
• Familiarity with SAP S/4HANA, BI dashboards, or marketing analytics tools.