Role Summary
We are looking for a Category Lead – Hygiene to drive the marketing strategy and execution for our client
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
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.
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.
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.
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.
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
Bachelor’s degree in Marketing, Business Administration, or a related field
CIM, MBA, or equivalent professional qualification preferred
5–8 years’ experience in FMCG marketing, with at least 3 years in brand or category management
Proven experience in the Hygiene, Personal Care, and Home Care categories within the Fast-Moving Consumer Goods (FMCG) industry.
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
Proven experience in the Hygiene, Personal Care, and Home Care categories within the Fast-Moving Consumer Goods (FMCG) industry.
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
go to method of application »
Minimum qualifications
BA/BSc/HND , Diploma
Requirements
Use the link(s) below to apply on company website.
Category Lead Marketing – Hygiene
Fleet & Transport Solutions Manager
https://www.myjobmag.co.ke/apply-now/1269812
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