category Lead Marketing Beverages

Bridge Talent Management View all jobs

  • Nairobi
  • Permanent
  • Full-time
  • 20 days ago
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 such as Planet, Jooz, Juo, Reaktor Simba,
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 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 beverage, food, or related category management.
  • 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.

Bridge Talent Management