Category Lead – Marketing (Non-Alcoholic Beverages)
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Job Location:
Monthly Salary:
Experience Required:
Posted on:
06-11-2025
Vacancies:
1 Vacancy
Job Summary
Job Title: Category Lead Marketing (Non-Alcoholic Beverages)
Location: Kiambu County
Role Summary
Our client is looking for a Category Lead Beverages to drive the marketing strategy and execution for their rapidly expanding non-alcoholic 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 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 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
Requirements
Ideal Candidate Profile
Education:
Bachelors degree in Marketing Business Administration or related field. CIM or MBA preferred.
Experience:
Must have at least 58 years in FMCG marketing with at least 3 years in non-alcoholic beverage.
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) is a Must.
Exposure to digital marketing influencer campaigns or experiential activations.
Familiarity with SAP (S4HANA) BI dashboards or marketing analytics tools.
What Success Looks Like
A robust insight-driven category marketing plan aligned with business growth targets.
Strengthened brand equity and top-of-mind awareness in the beverage space.
Sustainable volume and margin growth across channels.
Effective ROI-driven trade and consumer activations.
Continuous innovation and improved brand health KPIs.
Company Industry
Higher Education / Education / Professional Training and Coaching / Education Administration Programs
Key Skills
- Administrative Skills
- Facilities Management
- Biotechnology
- Creative Production
- Design And Estimation
- Architecture
