Brand Marketing Lead – Food

1 day ago

Ruiru, Kiambu, Kenya Career Directions Limited (CDL) Full time 120,000 - 240,000 per year
Job Title: Brand Marketing Lead – Food & Snacks
Location: Kiambu County

Role Summary
Our client seeks a dynamic Brand Marketing Lead – Food & Snacks to spearhead marketing strategy and execution for a fast-growing portfolio that includes noodles, cereals, and snacks. The role involves leading portfolio strategy, brand positioning, trade activation, and consumer engagement across Kenya and regional markets. It requires a commercially driven, creative marketer with strong insight into evolving food trends, consumer lifestyles, and shopper behavior — from value staples to indulgent convenience categories.

Key Responsibilities
Category Strategy & Planning

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

• Identify category and channel opportunities across noodles, cereals, and snacks to drive penetration and repeat purchase.

• Translate consumer and category trends (nutrition, convenience, youth snacking, affordability) into actionable marketing plans.
Brand Management & Communication

• Lead brand positioning, communication, and innovation storytelling for brands such as Noodies, Shapies, Fillows, Elbbin, and Nibble.

• Execute 360° marketing campaigns (ATL, BTL, digital, and in-store) to drive awareness, trial, and loyalty.

• Maintain consistent brand messaging across all consumer and trade touchpoints.

Trade & Channel Activation

• Develop and execute trade activation programs to strengthen visibility, conversion, and distribution.

• Collaborate with Sales and RTM teams for seamless promotion execution across GT, MT, and institutional channels.

• Track activation ROI and optimize trade and marketing spend.

Innovation & Portfolio Development

• Drive innovation and NPD — from concept and packaging design to launch and post-launch tracking.

• Partner with R&D, Supply Chain, and Sales to ensure successful and profitable product rollouts.

• Continuously evaluate performance and refine the innovation pipeline.

Data & Performance Management

• Monitor category performance metrics — brand health, volume, market share, and profitability.

• Leverage insights for pricing, portfolio prioritization, and marketing investment decisions.

• Prepare quarterly performance reviews and strategic updates.

RequirementsRequirements
Education:

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

Experience:

• 5–8 years in FMCG marketing, with at least 3 years in food, snacks, or related categories.

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

• Proven experience managing mass-market, family, or youth-focused brands.

• Strong grasp of traditional and modern trade environments in Kenya and East Africa.

• Analytical, creative, and results-oriented with solid execution skills.

• Experience in managing agencies, budgets, and promotional campaigns.

• Exposure to NPD, flavor innovation, packaging design, and digital marketing.

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

Success Indicators

• Insight-led category marketing plan delivering profitable growth.

• Increased household penetration and purchase frequency.

• Strong brand visibility and communication consistency.

• Improved brand preference, trial, and repeat purchase rates.

• Sustainable sales and profitability growth across the food and snacks portfolio.

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