CATEGORY LEAD MARKETING - HYGIENE (DIAPER CATEGORY)
Thika
• Kenya
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Thika
• Kenya
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MSVL GroupProfession (Manufacturing, Mid-level)
Industry (Mid-level)
Seniority (Manufacturing)
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Manufacturing
Description
The ideal Candidate will orchestrate the transformation of consumer insights into scalable, profitable brands across Kenya and regional markets. This role is designed for a high-energy strategist who can navigate the complexities of New Product Development (NPD) while mastering both General and Modern Trade dynamics
Quaifications
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
Strong experience in the Personal Care, Home Care, or related fast-moving consumer goods (FMCG) categories, preferably within the Hygiene and Personal Care segment
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.
Technical & Profesional Expertise
Exposure to pricing, pack architecture, and portfolio optimisation
Familiarity with SAP (S4HANA), BI dashboards, and marketing analytics tools
Experience in hygiene, beauty, or wellness-driven categories
Responsibilities
1. Strategic Category Leadership
Annual Planning: Architect and execute the 360° annual category marketing plan to hit aggressive growth and profitability targets.
Insight-to-Action: Lead "Deep Dive" consumer research to identify shifts in hygiene trends, wellness, and pack-price architecture.
AI Integration: (New) Leverage AI tools for predictive trend analysis and automated sentiment monitoring to stay ahead of regional competitors.
2. Brand Management Communication
Positioning: Define the unique value proposition for the Diaper Category to ensure it resonates with modern Kenyan parents.
Campaign Management: Lead high-impact ATL, BTL, and Digital-First campaigns that prioritize mobile-first video content and social commerce.
Consistency: Audit and enforce brand storytelling across all touchpoints, from eco-friendly packaging to in-store POSM.
3. Innovation & Speed-to-Market
NPD Pipeline: Drive the innovation funnel from initial concept validation to post-launch optimization.
Cross-Functional Synergy: Act as the bridge between R&D, Supply Chain, and Finance to ensure product feasibility and rapid speed-to-market.
Portfolio Expansion: Identify "whitespace" opportunities in the broader Personal Care and Wellness segments.
4. Commercial Execution & Performance
Trade Activation: Partner with Sales/RTM teams to design "Perfect Store" programs and ensure visibility at the point of purchase.
Visibility & ROI: Work with distributors to ensure 100% shelf availability and measure the effectiveness of every shilling spent on trade activations.
Data Literacy: Use SAP (S4HANA) and BI dashboards to track brand health, pricing elasticity, and market share KPIs.
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