Trade Marketing & Brand Execution Manager at Milly Fruit Processors Limited; Picana

Role Overview

• This is not a traditional office marketing role.

• The successful candidate will be responsible for making Picana highly visible, active, and commercially impactful in the market through aggressive trade execution, activations, merchandising, chilled visibility, and field marketing initiatives.

• The role is heavily field-based and requires someone who understands FMCG beverage execution, route-to-market dynamics, retail visibility, and consumer behavior.

Key Responsibilities

Trade Marketing & Retail Execution

• Drive retail visibility across supermarkets, petrol stations, kiosks, cafés, gyms, beaches, and hospitality outlets

• Secure and improve fridge placement, shelf positioning, displays, and point-of-sale visibility

• Develop and execute in-store promotions and retail activations

• Conduct regular outlet audits to monitor visibility, stock rotation, competitor activity, and execution quality

• Work closely with distributors and sales teams to improve off-take and outlet penetration

Brand Execution & Activations

• Plan and execute sampling campaigns, beach activations, supermarket tastings, sports sponsorships, and local events

• Coordinate branded cooler and chiller placements

• Develop grassroots marketing campaigns focused on visibility and trial

• Ensure strong execution consistency across all consumer touchpoints

Social Media & Content Coordination

• Coordinate creation of social media content including reels, lifestyle photography, product shoots, hospitality content, and field activity coverage

• Ensure brand messaging and visual identity remain consistent across platforms

• Work with external designers, photographers, and creative agencies where required

Commercial Performance

• Monitor off-take trends and provide market feedback

• Track SKU performance and outlet-level sales activity

• Identify opportunities for growth in retail and horeca channels

• Develop initiatives to increase repeat purchase and consumer engagement

Requirements

Preferred Experience

• 3–7+ years experience in FMCG beverages, dairy, alcohol, energy drinks, or related consumer brands

• Strong understanding of trade marketing and retail execution

• Experience working with supermarkets, distributors, petrol stations, and horeca channels

• Proven experience executing activations and visibility campaigns

Candidate Profile

We are looking for someone who is:

• Highly energetic and execution-focused

• Commercially aggressive and results-driven

• Comfortable spending significant time in the market

• Passionate about consumer brands and retail visibility

• Strong in relationship management and field coordination

• Creative but practical

KPIs

• Growth in chilled outlet presence

• Improvement in retail visibility and facings

• Increase in off-take and repeat orders

• Successful execution of activations and campaigns

• Expansion of horeca and modern trade visibility

• Brand consistency across market touchpoints

Why Join Us?

• Opportunity to help modernize and grow an authentic Kenyan beverage brand

• Strong manufacturing and fruit-processing foundation already in place

• Significant growth potential across retail and hospitality channels

• Opportunity to shape the future direction of a heritage coastal brand