Category Lead – Marketing (Non-Alcoholic Beverages)

Job Title: Category Lead – Marketing (Non-Alcoholic Beverages)
Location: Kiambu County
Role Summary
Our client is looking for a Category Lead – Beverages to drive the marketing strategy and execution for their rapidly expanding non-alcoholic beverage portfolio.
You will play a leading role in shaping portfolio strategy, brand positioning, trade activation, and consumer engagement across Kenya and regional markets.
This role combines strong analytical skills, commercial acumen, and deep understanding of consumer and trade dynamics in the beverage segment — from juices and carbonated drinks to functional and innovation-led products.
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 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.
Requirements
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 non-alcoholic beverage.
• 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.
What Success Looks Like
• A robust, insight-driven category marketing plan aligned with business growth targets.
• Strengthened brand equity and top-of-mind awareness in the beverage space.
• Sustainable volume and margin growth across channels.
• Effective, ROI-driven trade and consumer activations.
• Continuous innovation and improved brand health KPIs.