Category Lead – Beverages

Key Responsibilities

Category Strategy & Planning

• Develop and execute the annual marketing plan for the Beverages portfolio, aligned to growth and profitability targets.
•  Identify category and channel growth opportunities (e.g., health & wellness trends, on-the-go consumption, pack innovation).
• Translate consumer and shopper insights into actionable brand and trade marketing initiatives.

Brand Management & Communication

• Lead brand positioning and communication for flagship brands such as Planet, Jooz, Juo, Reaktor Simba, and new innovations in the pipeline.
• Build and execute ATL, BTL, and digital campaigns that drive preference and differentiation in a competitive beverage market.
• Ensure consistent brand storytelling across advertising, packaging, and point-of-sale materials.

Trade & Channel Activation

• Design and implement trade marketing and in-store activation plans in collaboration with the Sales and RTM teams.
• Partner with distributors and key accounts to strengthen visibility and availability across channels  GT, MT, and HoReCa.
• Measure activation ROI and continuously optimize trade spend effectiveness.

Innovation & Portfolio Development

• Support innovation and NPD (new product development) projects — from consumer testing to launch execution.
• Collaborate with R&D, Supply Chain, and Sales to ensure new launches are well-supported and tracked post-launch.
• Identify whitespace opportunities for category expansion (e.g., hydration, flavored water, energy, or functional drinks).

Data & Performance Management

• Monitor brand health, category share, pricing, and volume KPIs 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 leadership.

Ideal Candidate Profile

Education:

•  Bachelor’s degree in Marketing, Business Administration, or related field. CIM or MBA preferred.

Experience:

• 5–8 years in FMCG marketing with at least 3 years in beverage, food, or related category management.
• Proven track record in brand and trade marketing within a competitive consumer goods environment.
• Deep understanding of both traditional and modern trade dynamics in Kenya and East Africa.
• Strong analytical, commercial, and execution skills with experience managing agencies and budgets.

Preferred:

• Experience in the beverage industry (juices, soft drinks, water, or functional beverages).
• Exposure to digital marketing, influencer campaigns, or experiential activations.
• Familiarity with SAP (S4HANA), BI dashboards, or marketing analytics tools.