Category Lead – Marketing (Beverages)
AI summary
A leading FMCG manufacturer seeks a Category Lead – Marketing (Beverages) based in Thika to drive marketing strategy and execution for a growing beverage portfolio across Kenya and regional markets. The role covers category strategy, brand management, trade activation, innovation, and performance management. Candidates need 5–8 years of FMCG marketing experience with direct exposure to beverages.
- Senior marketing role focused on beverages within a leading FMCG manufacturer
- Covers category strategy, brand management, trade activation, and innovation
- Requires 5–8 years FMCG marketing experience, including at least 3 years in beverages
- Based in Thika, Kiambu County, with regional market exposure
- Salary indicated as KSh 250,000 – 300,000
AI job guide
Use this guide to check salary signals, requirements, documents, application steps and safety before you apply.
AI salary guide
Source salary availableThe source lists KSh 250,000 - 300,000. Confirm the final pay, benefits, contract terms and allowances directly with the employer before accepting an offer.
Can you qualify for this role?
- Required5+ years of relevant experienceThe job post includes a minimum experience signal.
- RequiredEducation or certification mentioned in the postThe captured text mentions education, a diploma, certificate, or licence.
- PreferredPractical evidence in sales, retail, internshipThe tags and summary point to skills connected with this role.
- RequiredAvailability to work in ThikaThe vacancy is associated with this location.
- UnclearComfort with the Full Time contract termsConfirm hours, duration, probation and benefits at the original source.
Documents to prepare
- Likely requiredUpdated CV
- Role specificCover letter or short employer message
- OptionalProfessional references
- Role specificAcademic or professional certificates
- VerifyID or passport only after verifying the employer
Application tips for this job
- Place your strongest Category Lead – Marketing (Beverages) evidence in the first half of your CV.
- In your cover letter or employer message, connect your experience to Kaziweza Limited and the role in Thika.
- Add concrete examples related to sales, retail, internship, ideally with measurable outcomes or clear responsibilities.
- Follow the instructions from BrighterMonday Kenya; avoid sending documents to unofficial contacts or copied links.
- Confirm the deadline, interview location and employer contact before sharing personal documents.
Source and safety check
- BrighterMonday Kenya
- Original source link available
- Application method is clear
- Deadline not specified
- No major risk signal was detected in the captured text.
Never pay for interviews, shortlisting, medical checks, uniforms, or job placement. Confirm every application at the original source before sharing personal documents. Report suspicious listing.
Interview preparation
- What experience makes you a strong fit for this Category Lead – Marketing (Beverages) role in sales, retail?
- How have you handled responsibilities similar to those in this job post?
- Are you available to work in Thika under the listed contract or schedule?
- Prepare examples with clear responsibilities, tools used and measurable outcomes.
- Review the source and research Kaziweza Limited before the interview.
Ask what the first priorities will be in the role and how success will be measured.
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Original source description
Our client, a leading FMCG manufacturer, is seeking a Category Lead – Marketing (Beverages) to drive the marketing strategy and execution for a rapidly expanding beverage portfolio.
The successful candidate will lead portfolio strategy, brand positioning, trade activation, and consumer engagement across Kenya and regional markets. This role combines strong analytical capability, commercial acumen, and a deep understanding of consumer and trade dynamics across beverages—from juices and carbonated drinks to functional and innovation-led products.
Candidates must have relevant FMCG marketing and category
Experience
- Support New Product Development (NPD) projects from concept validation through commercialization.
- Collaborate with R&D, Supply Chain, and Sales to ensure successful product launches.
- Identify whitespace opportunities for category expansion, including hydration, flavored beverages, energy drinks, and functional products.
- Conduct post-launch evaluations to improve future innovation success.
- Monitor brand health, category performance, pricing, volume, and profitability 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 senior leadership.
- Excellent analytical, commercial, and execution skills.
- Exposure to digital marketing, influencer campaigns, and experiential activations.
- Familiarity with SAP S/4HANA, BI dashboards, or marketing analytics tools.
- Delivery of an insight-driven category marketing strategy that supports business growth.
- Stronger brand equity and increased consumer awareness.
- Sustainable volume, revenue, and margin growth across channels.
- High-performing, ROI-driven trade and consumer activations.
- A healthy innovation pipeline supported by measurable performance improvements.
- Demonstrate integrity and accountability.
- Collaborate effectively across cross-functional teams.
- Thrive in a fast-paced, results-driven environment.
- Bring an innovative mindset while maintaining strong execution discipline.
- Take ownership of initiatives that create measurable business impact.
Responsibilities
- Develop and execute the annual marketing plan for the beverage portfolio, aligned with growth and profitability objectives.
- Identify category and channel growth opportunities, including health and wellness trends, on-the-go consumption, and pack innovation.
- Translate consumer and shopper insights into actionable brand and trade marketing initiatives.
- Build long-term category growth strategies supported by market intelligence and performance data.
- Lead brand positioning, communication, and campaign execution across the beverage portfolio.
- Develop and execute integrated ATL, BTL, digital, and experiential marketing campaigns that drive brand preference and differentiation.
- Ensure consistent brand storytelling across advertising, packaging, digital platforms, and point-of-sale materials.
- Manage relationships with creative, media, and activation agencies to deliver high-impact campaigns.
- Design and implement trade marketing and in-store activation programs in collaboration with Sales and Route-to-Market teams.
- Partner with distributors and key accounts to strengthen product visibility and availability across General Trade, Modern Trade, and HoReCa channels.
- Measure activation ROI and optimize trade investment effectiveness.
- Support retailer engagement initiatives that improve shopper
Education
- Bachelor's degree in Marketing, Business Administration, or a related field.
- CIM qualification or MBA is an added advantage.
- 5–8 years of FMCG marketing experience, with at least 3 years in beverage, food, or related category management.
- Proven success in brand and trade marketing within a competitive consumer goods environment.
- Strong understanding of traditional and modern trade across Kenya and East Africa.
Preferred Qualifications
- •
- Candidates must have relevant FMCG marketing and category