Category Lead – Marketing (Beverages)-Ruiru at CDL Human Resource

Category Lead – Marketing (Beverages)-Ruiru at CDL Human Resource | Iko Kazi

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

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:

Stand out to recruiters