Category Lead – Marketing (Food & Snacks)

Category Lead – Marketing (Food & Snacks)
Location: Kiambu County
Role Summary
Our client is looking for a Category Lead – Food & Snacks to drive the marketing strategy and execution for their fast-growing food portfolio — including noodles, cereals, and snacks.
You 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 marketer with strong commercial acumen, creativity, and a deep understanding of evolving food trends, consumer lifestyles, and shopper behavior — from value staples to indulgent and convenience-driven categories.
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 our client  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:
•    Must have at least 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.