Category Lead – Marketing (Food & Snacks)

Job Title: Category Lead – Marketing (Food & Snacks) Location: Thika or Ruiru / Nairobi, Kenya 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 trends—including nutrition, convenience, youth snacking, and affordability—into 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. Why Join Our Client? This is an exciting opportunity to shape