MFPL
Milly Fruit Processors Limited; Picana
Trade Marketing & Brand Execution Manager at Milly Fruit Processors Limited; Picana
KenyaFull Time
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Milly Fruit Processors Limited; Picana
Get an ATS-compliant resume tailored to roles like this one.
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