Category Lead Marketing – Diaper Category
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Posted on:
3 hours ago
Vacancies:
1 Vacancy
Job Summary
Job Title: Category Lead Marketing Diaper Category
Location: Kiambu/Nairobi County
Role Summary
Our client is looking for a Category Lead Hygiene to drive the marketing strategy and execution for their Diaper Category innovation and growth portfolio.
You will play a critical role in shaping new product development brand positioning trade activation and consumer engagement for Diaper categories across Kenya and regional markets.
This role combines strong consumer insight commercial acumen and execution excellence with a particular focus on translating innovation into scalable profitable brands in competitive FMCG environments.
Key Responsibilities
1. Category Strategy & Planning
Develop and execute the annual category marketing plan for Diaper Category aligned with growth and profitability targets.
Identify consumer channel and innovation opportunities (e.g. hygiene trends wellness affordability pack-price architecture).
Translate consumer and shopper insights into actionable brand innovation and trade marketing initiatives.
2. Brand Management & Communication
Lead brand positioning and communication for Diaper Category and emerging brands.
Develop and execute ATL BTL and digital campaigns that build awareness trial and preference.
Ensure consistent brand storytelling across packaging advertising and point-of-sale materials.
3. Trade & Channel Activation
Design and implement trade marketing and in-store activation plans in partnership with Sales and RTM teams.
Work with distributors to ensure visibility availability and execution excellence at launch and scale-up stages.
Measure and continuously improve activation ROI and trade spend effectiveness.
4. Innovation & Portfolio Development
Lead and support NPD initiatives from concept validation to launch execution and post-launch performance reviews.
Partner closely with R&D Supply Chain Quality Finance and Sales to ensure feasibility readiness and speed-to-market.
Identify whitespace opportunities for portfolio expansion and line extensions within Personal Care.
5. Data & Performance Management
Track brand health category share pricing and volume KPIs using dashboards and market data.
Use insights to guide portfolio prioritisation pricing decisions and marketing investment.
Prepare category performance reports and business reviews for CRT and senior leadership.
Requirements
Ideal Candidate Profile
Bachelors degree in Marketing Business Administration or a related field
CIM MBA or equivalent professional qualification preferred
58 years experience in FMCG marketing with at least 3 years in brand or category management
Strong experience in the Personal Care Home Care or related fast-moving consumer goods (FMCG) categories preferably within the Hygiene and Personal Care segment
Proven end-to-end experience in new product development and successful product launches
Solid understanding of General Trade and Modern Trade dynamics in Kenya and the wider region
Experience working with well-known brands in Kenya; exposure to the diaper category is an added advantage
Demonstrated ability to manage marketing agencies budgets and trade marketing activations
Creative strategic thinker with the ability to develop innovative and unconventional marketing approaches
Preferred
Exposure to pricing pack architecture and portfolio optimisation
Familiarity with SAP (S4HANA) BI dashboards or marketing analytics tools
Experience in hygiene beauty or wellness-driven categories
Company Industry
IT Services and IT Consulting
Key Skills
- Abinitio
- Aerospace Engineering
- Corporate Relationship
- Business Administration
- Financial Reporting
- Avionics
