Category Lead Marketing – Beverages

Bridge Talent Management View all jobs

  • Nairobi
  • Permanent
  • Full-time
  • 20 days ago
About the CompanyA leading FMCG company in East Africa, manufacturing and marketing a diverse portfolio in beverages, edible oils & fats, food, personal care, home care, and animal feeds.With deep Kenyan roots and bold regional ambitions, the company is transforming into a more agile, consumer-led, and digitally enabled business. The culture is entrepreneurial, fast-paced, and outcome-driven — a place where individuals step up, take ownership, and build with a founder’s mentality.Role SummaryWe are looking for a Category Lead – Beverages to drive the marketing strategy and execution for a rapidly expanding 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 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 such as Planet, Jooz, Juo, Reaktor Simba, and new innovations.
  • Build and execute ATL, BTL, and digital campaigns that drive preference and differentiation.
  • 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 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 optimize trade spend effectiveness.
Innovation & Portfolio Development
  • Support NPD projects — from consumer testing to launch execution.
  • Collaborate with R&D, Supply Chain, and Sales to ensure successful product launches.
  • Identify whitespace opportunities (hydration, flavored water, energy, functional drinks).
Data & Performance Management
  • Monitor brand health, category share, pricing, and volume KPIs.
  • Use insights to guide portfolio prioritization and investment decisions.
  • Prepare quarterly performance reports and business reviews.
RequirementsIdeal Candidate ProfileEducation:
  • Bachelor’s degree in Marketing, Business Administration, or related field
  • CIM or MBA preferred
Experience:
  • 5–8 years in FMCG marketing
  • At least 3 years in beverage, food, or related category management
  • Strong track record in brand and trade marketing
  • Deep understanding of traditional and modern trade in East Africa
  • Strong analytical, commercial, and execution skills
Preferred:
  • Beverage industry experience (juices, soft drinks, water, functional drinks)
  • Exposure to digital marketing and influencer campaigns
  • Familiarity with SAP (S4HANA), BI dashboards, or marketing analytics tools

Bridge Talent Management