Description

We are seeking a strategic and results-driven Category Lead – Hygiene to own and drive the marketing strategy for our organization's Diaper Category innovation and growth portfolio. In this pivotal role, you will be responsible for shaping new product development, brand positioning, trade activation, and consumer engagement across Kenya and regional markets. The ideal candidate will combine deep consumer insight with strong commercial acumen and execution excellence to translate innovation into scalable, profitable brands in a competitive FMCG landscape.

Key Responsibilities:

1. Category Strategy & Planning:

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

2. Brand Management & Communication:

• Lead brand positioning and communication for the core Diaper brand and any emerging sub-brands.
• Develop and execute integrated marketing campaigns (ATL, BTL, and digital) to build brand awareness, drive trial, and cultivate consumer preference.
• Ensure consistent and compelling brand storytelling across all touchpoints, including packaging, advertising, and point-of-sale materials.

3. Trade & Channel Activation:

• Design and implement effective trade marketing and in-store activation plans in close partnership with the Sales and Route-to-Market (RTM) teams.
• Collaborate with distributors to ensure superior product visibility, availability, and flawless execution at launch and during scale-up.
• Measure, analyze, and continuously improve the ROI and effectiveness of all trade spend and activation programs.

4. Innovation & Portfolio Development:

• Lead and support New Product Development (NPD) initiatives from concept validation through to launch execution and post-launch performance review.
• Partner closely with R&D, Supply Chain, Quality, Finance, and Sales teams to ensure project feasibility, operational readiness, and speed-to-market.
• Identify whitespace opportunities for portfolio expansion and line extensions within the broader Personal Care segment.

5. Data & Performance Management:

• Track and analyze key performance indicators (KPIs) including brand health, category share, pricing, and volume using market data dashboards.
• Leverage data-driven insights to guide portfolio prioritization, pricing decisions, and strategic marketing investments.
• Prepare and present comprehensive category performance reports and business reviews for the Commercial Leadership Team (CRT) and senior management.

Requirements:

• Bachelor’s degree in Marketing, Business Administration, or a related field.
• Professional qualification such as CIM or an MBA is preferred.
• 5–8 years of progressive experience in FMCG marketing, with at least 3 years in dedicated brand or category management.
• Strong experience in Personal Care, Home Care, or related FMCG categories, with a clear preference for backgrounds in the Hygiene and Personal Care segment.
• Proven end-to-end experience in new product development (NPD) and a track record of successful product launches.
• Solid understanding of General Trade and Modern Trade dynamics in Kenya and the wider East African region.
• Experience working with well-known consumer brands in the Kenyan market; exposure to the diaper category is a significant advantage.
• Demonstrated ability to manage marketing agencies, budgets, and complex trade marketing activations.
• A creative, strategic thinker with the ability to develop innovative and unconventional marketing approaches.

Preferred Qualifications:

• Hands-on exposure to pricing strategies, pack architecture development, and portfolio optimization.
• Familiarity with business systems such as SAP (S4HANA), BI dashboards (e.g., Power BI), or other marketing analytics tools.
• Specific experience in hygiene, beauty, or wellness-driven FMCG categories.

• Develop and execute the annual category marketing plan for the Diaper Category, ensuring alignment with growth and profitability targets.
• Identify and capitalize on consumer, channel, and innovation opportunities (e.g., hygiene trends, wellness, affordability, pack-price architecture).
• Translate robust consumer and shopper insights into actionable brand, innovation, and trade marketing initiatives.
• Lead brand positioning and communication for the core Diaper brand and any emerging sub-brands.
• Develop and execute integrated marketing campaigns (ATL, BTL, and digital) to build brand awareness, drive trial, and cultivate consumer preference.
• Ensure consistent and compelling brand storytelling across all touchpoints, including packaging, advertising, and point-of-sale materials.
• Design and implement effective trade marketing and in-store activation plans in close partnership with the Sales and Route-to-Market (RTM) teams.
• Collaborate with distributors to ensure superior product visibility, availability, and flawless execution at launch and during scale-up.
• Measure, analyze, and continuously improve the ROI and effectiveness of all trade spend and activation programs.
• Lead and support New Product Development (NPD) initiatives from concept validation through to launch execution and post-launch performance review.
• Partner closely with R&D, Supply Chain, Quality, Finance, and Sales teams to ensure project feasibility, operational readiness, and speed-to-market.
• Identify whitespace opportunities for portfolio expansion and line extensions within the broader Personal Care segment.
• Track and analyze key performance indicators (KPIs) including brand health, category share, pricing, and volume using market data dashboards.
• Leverage data-driven insights to guide portfolio prioritization, pricing decisions, and strategic marketing investments.
• Prepare and present comprehensive category performance reports and business reviews for the Commercial Leadership Team (CRT) and senior management.

• Multi-Skilled

• Bachelor’s degree in Marketing, Business Administration, or a related field.
• Professional qualification such as CIM or an MBA is preferred.
• 5–8 years of progressive experience in FMCG marketing, with at least 3 years in dedicated brand or category management.
• Strong experience in Personal Care, Home Care, or related FMCG categories, with a clear preference for backgrounds in the Hygiene and Personal Care segment.
• Proven end-to-end experience in new product development (NPD) and a track record of successful product launches.
• Solid understanding of General Trade and Modern Trade dynamics in Kenya and the wider East African region.
• Experience working with well-known consumer brands in the Kenyan market; exposure to the diaper category is a significant advantage.
• Demonstrated ability to manage marketing agencies, budgets, and complex trade marketing activations.
• A creative, strategic thinker with the ability to develop innovative and unconventional marketing approaches.
• Hands-on exposure to pricing strategies, pack architecture development, and portfolio optimization.
• Familiarity with business systems such as SAP (S4HANA), BI dashboards (e.g., Power BI), or other marketing analytics tools.
• Specific experience in hygiene, beauty, or wellness-driven FMCG categories.