Category Lead Marketing – Hygiene

Bridge Talent Management View all jobs

  • Nairobi
  • Permanent
  • Full-time
  • 20 days ago
Role Summary
We are looking for a Category Lead – Food & Snacks to drive the marketing strategy and execution for BIDCO’s
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 evolvingfood 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 BIDCO’s 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.
Requirements 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.

Bridge Talent Management