Brand Marketing Lead – Food & Snacks at CDL Human Resource

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.

Requirements

• 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.