Brand Marketing Lead – Oil

1 day ago

Ruiru, Kiambu, Kenya Career Directions Limited (CDL) Full time 1,200,000 - 2,400,000 per year
Job Title: Brand Marketing Lead – Oil & Fats
Location: Kiambu County

Role Summary
Our client is seeking a Brand Marketing Lead – Oil & Fats to drive marketing strategy and execution for one of its most competitive and strategic business units. The role involves leading portfolio strategy, brand positioning, trade activation, and consumer engagement across Kenya and regional markets. The ideal candidate will bring strong analytical ability, commercial acumen, and a deep understanding of consumer and trade dynamics within the edible oils and fats segment — spanning bulk, value, and premium product ranges.

Key Responsibilities

Category Strategy & Planning

• Develop and implement annual marketing plans aligned with growth and profitability targets.

• Identify consumer, category, and channel opportunities (e.g., pack-price architecture, emerging trends, new geographies).

• Translate insights into actionable brand and trade marketing strategies.

Brand Management & Communication

• Lead brand positioning and communication for flagship and emerging brands.

• Execute ATL, BTL, and digital campaigns that enhance brand preference and differentiation.

• Maintain consistent messaging and packaging that reflect consumer positioning.

Trade & Channel Activation

• Design and roll out in-store and trade activation programs with Sales and RTM teams.

• Collaborate with distributors to ensure visibility, availability, and performance of key SKUs.

• Track and optimize activation ROI and trade spend effectiveness.

Innovation & Portfolio Development

• Drive innovation and new product development, ensuring alignment with market needs.

• Partner with R&D, Supply Chain, and Sales on launches and post-launch performance tracking.

Data & Performance Management

• Monitor brand health, category share, pricing, and volume KPIs through dashboards and market reports.

• Use data-driven insights to optimize pricing, promotions, and portfolio mix.

• Prepare periodic business and performance reports for leadership review.

RequirementsRequirements
Education:

• Bachelor's degree in Marketing, Business Administration, or related field; CIM or MBA preferred.

Experience:

• 5–8 years of FMCG marketing experience, including at least 3 years in brand/category management.

• Proven track record in the edible oils, fats, or related food staples sector.

• Skilled in competitor tracking, ABL/BTL campaign support, customer complaint handling, and market intelligence.

• Strong understanding of both traditional and modern trade environments.

• Excellent analytical, commercial, and execution skills.

• Experience managing agencies, marketing budgets, and trade activations.

• Experience in pricing and portfolio management for mass-market products.

• Familiarity with BI tools, digital marketing platforms, or SAP (S4HANA).

Success Indicators

• Data-driven marketing plans delivering category growth and profitability.

• Stronger brand equity and consumer awareness in target segments.

• Incremental volume and margin growth.

• Improved trade visibility and activation efficiency.

• Continuous improvement in brand health and market share metrics.

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