Category Lead Marketing – Hygiene
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Job summary
On behalf of our client, a leading FMCG manufacturer, we are seeking an experienced Category Lead Marketing - Hygiene (Diaper Category) The ideal Candidate will orchestrate the transformation of consumer insights into scalable, profitable brands across Kenya and regional markets. This role is designed for a high-energy strategist who can navigate the complexities of New Product Development (NPD) while mastering both General and Modern Trade dynamics
Min Qualification:
Bachelors
Experience Level:
Senior level
Experience Length:
8 years
Job descriptions & requirements
Academic
& Professional Requirements
- Bachelor’s
degree in Marketing, Business Administration, or a related field.
- CIM, MBA, or equivalent professional qualification preferred
Experience
- 5–8 years’ experience in FMCG marketing, with at least 3 years in brand or category management
Technical
Skills
- Exposure
to pricing, pack architecture, and portfolio optimization
- Familiarity
with SAP (S4HANA), BI dashboards, and marketing analytics tools
- Experience in hygiene, beauty, or wellness-driven categories
Responsibilities
& Requirements
Strategic
Category Leadership
- Annual
Planning: Architect and execute the 360° annual category marketing
plan to hit aggressive growth and profitability targets.
- Insight-to-Action:
Lead "Deep Dive" consumer research to identify shifts in
hygiene trends, wellness, and pack-price architecture.
- AI Integration: (New) Leverage AI tools for predictive trend analysis and automated sentiment monitoring to stay ahead of regional competitors.
Brand Management Communication
- Positioning: Define
the unique value proposition for the Diaper Category to ensure it
resonates with modern Kenyan parents.
- Campaign
Management: Lead
high-impact ATL, BTL, and Digital-First campaigns
that prioritize mobile-first video content and social commerce.
- Consistency: Audit
and enforce brand storytelling across all touch points, from
eco-friendly packaging to in-store POSM.
Innovation
& Speed-to-Market
- NPD
Pipeline: Drive the innovation funnel from initial concept
validation to post-launch optimization.
- Cross-Functional
Synergy: Act as the bridge between R&D, Supply Chain, and
Finance to ensure product feasibility and rapid speed-to-market.
- Portfolio
Expansion: Identify "whitespace" opportunities in the
broader Personal Care and Wellness segments.
Commercial
Execution & Performance
- Trade
Activation: Partner with Sales/RTM teams to design "Perfect
Store" programs and ensure visibility at the point of purchase.
- Visibility
& ROI: Work with distributors to ensure 100% shelf availability
and measure the effectiveness of every shilling spent on trade
activations.
- Data Literacy: Use SAP (S4HANA) and BI dashboards to track brand health, pricing elasticity, and market share KPIs
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