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Category Lead – Marketing (Oil & Fats)

Role Overview

Our client is seeking an experienced Category Lead – Marketing (Oil & Fats) to spearhead the marketing strategy and execution for one of its most important business categories. The successful candidate will be responsible for driving category growth, strengthening brand equity, and improving profitability across Kenya and selected regional markets.

This role requires a strategic marketing professional with strong commercial acumen, analytical capability, and an in-depth understanding of consumer behavior within the edible oils and fats industry. The individual will oversee brand management, portfolio optimization, trade marketing initiatives, and product innovation while collaborating with cross-functional teams to achieve business objectives.

Key Responsibilities

1. Category Strategy and Planning

• Develop and implement a comprehensive annual marketing strategy aligned with the company's growth, market share, and profitability objectives.

• Identify new business opportunities by analyzing consumer trends, competitor activities, market dynamics, and channel performance.

• Design effective pack-price strategies to meet the needs of different customer segments while maximizing revenue.

• Utilize consumer and shopper insights to develop impactful marketing and trade initiatives that support category expansion.

• Continuously evaluate market performance and recommend strategic improvements to maintain competitive advantage.

2. Brand Management and Marketing Communications

• Lead the development and execution of brand strategies that reinforce market positioning and strengthen consumer preference.

• Plan and manage Above-the-Line (ATL), Below-the-Line (BTL), and digital marketing campaigns to enhance brand awareness and engagement.

• Ensure all communication materials consistently reflect the brand's identity, values, and messaging across all customer touchpoints.

• Work closely with creative agencies to deliver compelling campaigns that differentiate the company's products within the market.

• Oversee packaging development to ensure it aligns with consumer expectations and supports the overall brand strategy.

3. Trade Marketing and Channel Activation

• Develop and execute effective in-store marketing programs that increase product visibility and encourage customer purchase.

• Collaborate with the Sales and Route-to-Market (RTM) teams to design promotional campaigns tailored to different distribution channels.

• Partner with distributors and retail partners to improve product availability, merchandising standards, and execution of promotional activities.

• Monitor the effectiveness of trade marketing initiatives using relevant performance indicators and recommend improvements where necessary.

• Optimize trade investments by evaluating return on investment (ROI) and identifying cost-effective promotional opportunities.

4. Innovation and Portfolio Development

• Support the identification and development of new products, product improvements, and line extensions based on consumer insights and market demand.

• Collaborate with Research and Development (R&D), Supply Chain, Sales, and other internal stakeholders to ensure successful product launches.

• Develop effective go-to-market strategies that maximize product adoption and commercial success.

• Conduct post-launch performance evaluations and recommend adjustments to improve market performance.

5. Performance Analysis and Business Reporting

• Monitor category performance using key performance indicators such as market share, sales volume, profitability, and brand health metrics.

• Analyze market intelligence and business data to support pricing decisions, promotional planning, and marketing mix optimization.

• Prepare regular performance reports, dashboards, and business reviews for senior leadership.

• Translate data insights into actionable recommendations that contribute to sustainable business growth.

Qualifications and Experience

Educational Requirements

• Bachelor's degree in Marketing, Business Administration, or a related discipline.

• Professional qualifications such as Chartered Institute of Marketing (CIM) certification or a Master of Business Administration (MBA) will be an added advantage.

Professional Experience

The ideal candidate should possess:

• Between 5 and 8 years of experience in FMCG marketing.

• A minimum of 3 years' experience in Brand Management or Category Management.

• Demonstrated success within the edible oils and fats industry.

• Strong knowledge of both traditional and modern retail trade environments.

• Proven experience managing marketing budgets, external agencies, and trade activation programs.

• Excellent analytical, commercial, strategic planning, and execution skills.

Preferred Competencies

Candidates with the following additional experience will have an advantage:

• Portfolio management and pricing strategy within mass-market FMCG categories.

• Experience using Business Intelligence (BI) tools for performance analysis.

• Knowledge of digital marketing platforms and campaign management.

• Familiarity with SAP S/4HANA or other enterprise resource planning (ERP) systems.

Key Competencies

The successful candidate should demonstrate:

• Strategic thinking and commercial awareness.

• Strong leadership and stakeholder management skills.

• Excellent analytical and problem-solving abilities.

• Effective communication and presentation skills.

• Strong project management and organizational capabilities.

• Ability to work collaboratively across cross-functional teams.

• Results-oriented mindset with a focus on continuous improvement.

• High level of adaptability in a dynamic and competitive business environment.

Measures of Success

Performance in this role will be evaluated based on the following outcomes:

• Development and successful execution of a data-driven marketing strategy that delivers sustainable category growth.

• Increased brand awareness, customer preference, and overall brand equity across key consumer segments.

• Growth in sales volumes, market share, and profitability while improving the overall product mix.

• Enhanced visibility, distribution, and effectiveness of trade marketing activities across all sales channels.

• Continuous improvement in brand health metrics, commercial performance, and category leadership through informed, data-driven decision-making.

Application

Go to CDL Human Resource on cdl.zohorecruit.com to apply