Category Lead – Marketing (Food & Snacks)-Ruiru at CDL Human Resource

Category Lead – Marketing (Food & Snacks)-Ruiru at CDL Human Resource | Iko Kazi

About the Role

Our client is seeking a Category Lead – Marketing (Food & Snacks) to drive the marketing strategy and execution for a fast-growing portfolio that includes noodles, cereals, and snacks.
The successful candidate will play a leading role in shaping portfolio strategy, brand positioning, trade activation, and consumer engagement across Kenya and regional markets. This role requires a commercially driven marketer with creativity and a deep understanding of evolving food trends, consumer lifestyles, and shopper behavior across both value and convenience-driven categories.
Candidates must have relevant FMCG marketing and category experience, with strong exposure to the Food & Snacks sector. Direct experience managing food/snack brands will be a key consideration.

Key Responsibilities

Category Strategy & Planning

Develop and execute the annual marketing plan for the Food & Snacks portfolio, aligned with growth and profitability objectives.
Identify consumer and channel opportunities across noodles, cereals, and snack categories to drive penetration and purchase frequency.
Translate consumer insights and market trends—including nutrition, convenience, youth snacking, and affordability—into actionable marketing initiatives.
Build long-term category growth strategies supported by data and market intelligence.

Brand Management & Communication

Lead brand positioning, messaging, and campaign execution across the food portfolio.
Develop and execute integrated 360° marketing campaigns spanning ATL, digital, social media, in-store activations, and PR.
Ensure consistent brand communication across packaging, advertising, and promotional activities.
Partner with creative and media agencies to deliver impactful campaigns that strengthen brand equity.

Trade & Channel Activation

Design and execute trade marketing programs that improve visibility, conversion, and distribution across key channels.
Collaborate closely with Sales and Route-to-Market teams to ensure effective execution across General Trade, Modern Trade, and Institutional channels.
Monitor promotional performance and optimize trade investments based on measurable ROI.
Support retailer engagement initiatives that strengthen in-store presence and shopper experience.
Innovation & Portfolio Development
Support New Product Development (NPD) from concept creation through commercialization.
Work closely with R&D, Supply Chain, and Sales to ensure successful product launches.
Contribute to packaging innovation and product differentiation initiatives.
Conduct post-launch evaluations and recommend improvements to strengthen future innovation pipelines.

Data & Performance Management

Monitor category performance using brand health metrics, sales performance, market share, profitability, and consumer insights.
Use analytics to guide pricing, portfolio optimization, and marketing investment decisions.
Prepare quarterly business reviews and performance reports for senior leadership.
Leverage BI dashboards and market data to identify growth opportunities.

Requirements

Ideal Candidate Profile

Education

Experience

5–8 years of FMCG marketing experience, with at least 3 years in food, snacks, or category management.
Proven experience managing brands targeting youth, families, and mass-market consumers.
Strong understanding of Kenya's General Trade and Modern Trade landscape, with exposure to East African markets.
Demonstrated ability to manage agencies, marketing budgets, and promotional campaigns.
Strong analytical, commercial, and execution skills.

Preferred Qualifications

Candidates must have relevant FMCG marketing and category experience, with strong exposure to the Food & Snacks sector. Direct experience managing food/snack brands will be a key consideration.
Experience in New Product Development (NPD), flavor innovation, and packaging development.
Exposure to digital marketing, influencer campaigns, and consumer engagement programs.
Familiarity with SAP S/4HANA, BI dashboards, or marketing analytics tools.

What Success Looks Like

Delivery of an insight-led category marketing strategy that drives profitable growth.
Increased household penetration and purchase frequency across key food categories.
Strong and consistent brand visibility across consumer touchpoints.
Improved brand awareness, trial, loyalty, and repeat purchase metrics.
Sustainable growth in category sales, market share, and profitability.

Ideal Cultural Fit

The ideal candidate will:

Stand out to recruiters