Category Lead – Food & Snacks

Key Responsibilities

Category Strategy & Planning

• Develop and execute the annual marketing plan for the Food & Snacks portfolio, aligned to growth and profitability targets.
• Identify consumer and channel opportunities across subcategories (noodles, cereals, snacks) to drive penetration and frequency.
• Translate consumer insights and category trends (nutrition, convenience, youth snacking, affordability) into actionable marketing initiatives.

Brand Management & Communication

• Lead brand positioning, communication, and innovation storytelling for brands such as Noodies, Shapies, Fillows, Elbbin & Nibble (and other emerging products).
• Build and execute 360° marketing campaigns (ATL, digital, in-store) that drive awareness, trial, and loyalty.
• Ensure cohesive messaging across packaging, advertising, and promotions to strengthen brand identity.

Trade & Channel Activation

• Design and implement trade activation plans that drive visibility, conversion, and distribution for core and new products.
• Partner with sales and RTM teams to ensure flawless execution of promotions across general trade, modern trade, and institutional channels.
• Measure activation ROI and continuously optimize channel investments.

Innovation & Portfolio Development

• Support innovation projects — from concept development and packaging design to launch execution.
• Work with R&D, Supply Chain, and Sales to ensure launches are commercially viable and meet consumer needs.
• Lead post-launch reviews and performance tracking to refine the innovation pipeline.

Data & Performance Management

• Track category performance (brand health, volume, share, and profitability) using dashboards and

external data.

• Use insights to guide pricing, portfolio prioritization, and marketing investment.

• Prepare quarterly category reviews and business updates 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 food, snacks, or similar category management roles.

• Proven experience managing brands targeting youth, family, and mass-market segments.

• Strong understanding of both traditional and modern trade in Kenya and East Africa.

• Analytical thinker with creative problem-solving and execution discipline.

• Experience managing agencies, budgets, and promotional programs.

Preferred:

•  Experience with NPD, flavor innovation, and packaging design for food/snack brands.
• Exposure to digital and influencer marketing campaigns.
•  Familiarity with SAP (S4HANA), BI dashboards, or marketing analytics tools.

What Success Looks Like

• A clear, insight-led category marketing plan delivering profitable growth.
• Increased household penetration and consumption frequency across subcategories.
• Strong, consistent brand communication and visibility across touchpoints.
• Improved brand preference, trial, and repeat purchase metrics.
• Sustained growth in category sales and profitability.

Cultural Fit

• You lead with integrity, collaborate across teams, and challenge the status quo through innovation.
• You’re hands-on and thrive in fast-paced environments.
• You focus on impact — marketing that drives real business growth, not just visibility.
• You think like an owner and act like a builder.