Category Lead Ãâ¢ã‚â€ã‚â“ Marketing (food & Snacks)-ruiru At Cdl Human Resource

About the Role

• Our client is seeking a Category Lead - Marketing (Food & Snacks) to drive the marketing strategy and execution for a fast-growing portfolio that includes noodles, cereals, and snacks.
• The successful candidate 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 commercially driven marketer with creativity and a deep understanding of evolving food trends, consumer lifestyles, and shopper behavior across both value and convenience-driven categories.
• Candidates must have relevant FMCG marketing and category experience, with strong exposure to the Food & Snacks sector. Direct experience managing food/snack brands will be a key consideration.

Key Responsibilities

Category Strategy & Planning

• Develop and execute the annual marketing plan for the Food & Snacks portfolio, aligned with growth and profitability objectives.
• Identify consumer and channel opportunities across noodles, cereals, and snack categories to drive penetration and purchase frequency.
• Translate consumer insights and market trendsincluding nutrition, convenience, youth snacking, and affordabilityinto actionable marketing initiatives.
• Build long-term category growth strategies supported by data and market intelligence.

Brand Management & Communication

• Lead brand positioning, messaging, and campaign execution across the food portfolio.
• Develop and execute integrated 360° marketing campaigns spanning ATL, digital, social media, in-store activations, and PR.
• Ensure consistent brand communication across packaging, advertising, and promotional activities.
• Partner with creative and media agencies to deliver impactful campaigns that strengthen brand equity.

Trade & Channel Activation

• Design and execute trade marketing programs that improve visibility, conversion, and distribution across key channels.
• Collaborate closely with Sales and Route-to-Market teams to ensure effective execution across General Trade, Modern Trade, and Institutional channels.
• Monitor promotional performance and optimize trade investments based on measurable ROI.
• Support retailer engagement initiatives that strengthen in-store presence and shopper experience.
• Innovation & Portfolio Development
• Support New Product Development (NPD) from concept creation through commercialization.
• Work closely with R&D, Supply Chain, and Sales to ensure successful product launches.
• Contribute to packaging innovation and product differentiation initiatives.
• Conduct post-launch evaluations and recommend improvements to strengthen future innovation pipelines.

Data & Performance Management

• Monitor category performance using brand health metrics, sales performance, market share, profitability, and consumer insights.
• Use analytics to guide pricing, portfolio optimization, and marketing investment decisions.
• Prepare quarterly business reviews and performance reports for senior leadership.
• Leverage BI dashboards and market data to identify growth opportunities.

Requirements

Ideal Candidate Profile

Education

• Bachelor's degree in Marketing, Business Administration, or a related field.
• CIM qualification or MBA is an added advantage.

Experience

• 5 - 8 years of FMCG marketing experience, with at least 3 years in food, snacks, or category management.
• Proven experience managing brands targeting youth, families, and mass-market consumers.
• Strong understanding of Kenya's General Trade and Modern Trade landscape, with exposure to East African markets.
• Demonstrated ability to manage agencies, marketing budgets, and promotional campaigns.
• Strong analytical, commercial, and execution skills.

Preferred Qualifications

• Candidates must have relevant FMCG marketing and category experience, with strong exposure to the Food & Snacks sector. Direct experience managing food/snack brands will be a key consideration.
• Experience in New Product Development (NPD), flavor innovation, and packaging development.
• Exposure to digital marketing, influencer campaigns, and consumer engagement programs.
• Familiarity with SAP S/4HANA, BI dashboards, or marketing analytics tools.

What Success Looks Like

• Delivery of an insight-led category marketing strategy that drives profitable growth.
• Increased household penetration and purchase frequency across key food categories.
• Strong and consistent brand visibility across consumer touchpoints.
• Improved brand awareness, trial, loyalty, and repeat purchase metrics.
• Sustainable growth in category sales, market share, and profitability.

Ideal Cultural Fit

The ideal candidate will:

• Demonstrate integrity and accountability in decision-making.
• Collaborate effectively across cross-functional teams.
• Bring an innovative mindset while maintaining strong execution discipline.
• Thrive in fast-paced, results-oriented environments.
• Take ownership of initiatives that deliver measurable business impact.