Brand Marketing Lead Non-Alcoholic Beverages

1 day ago

Ruiru, Kiambu, Kenya Career Directions Limited (CDL) Full time 1,200,000 - 3,600,000 per year
Job Title: Brand Marketing Lead – Non-Alcoholic Beverages
Location: Kiambu County

Role Summary
Our client seeks a dynamic Brand Marketing Lead to drive strategy and execution for their fast-growing non-alcoholic beverage portfolio. The role involves leading portfolio strategy, brand positioning, trade activation, and consumer engagement across Kenya and regional markets. It requires strong analytical, commercial, and consumer insight skills within the beverage sector — from juices and soft drinks to functional and innovative products.

Key Responsibilities
Category Strategy & Planning

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

• Identify category and channel opportunities (e.g., wellness, on-the-go, pack innovation).

• Turn consumer and shopper insights into actionable brand and trade initiatives.
Brand Management & Communication

• Lead brand positioning and communication for existing and new products.

• Execute ATL, BTL, and digital campaigns to build preference and differentiation.

• Maintain consistent brand messaging across all touchpoints.

Trade & Channel Activation

• Develop and execute trade marketing and in-store activation plans.

• Collaborate with Sales and RTM teams to enhance visibility across GT, MT, and HoReCa.

• Track and optimize trade activation ROI.

Innovation & Portfolio Development

• Support innovation and NPD from concept to launch.

• Coordinate with R&D, Supply Chain, and Sales for successful product rollouts.

• Identify opportunities for category expansion (e.g., hydration, energy, or functional drinks).

Data & Performance Management

• Track brand health, market share, and performance KPIs.

• Use insights to guide portfolio and investment decisions.

• Present quarterly performance and business reviews.

RequirementsRequirements
Education:

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

Experience:

• 5–8 years in FMCG marketing, including 3+ years in non-alcoholic beverages (juices, water, or soft drinks).

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

• Proven success in brand and trade marketing in a competitive FMCG environment.

• Strong understanding of Kenyan and East African trade channels.

• Excellent analytical, commercial, and execution capabilities.

• Experience with digital marketing, influencer campaigns, or experiential activations.

• Familiarity with SAP (S4HANA), BI tools, or marketing analytics systems.

Success Indicators

• Insight-driven marketing plans driving category growth.

• Strong brand equity and awareness.

• Sustainable volume and profit growth.

• High-impact, ROI-focused activations.

• Continuous innovation and improved brand health metrics.

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