Brand Marketing- Lead Non-Alcoholic Beverages at CDL Human Resource

Key Responsibilities

• Category Strategy & Planning
• Develop and implement annual marketing plans aligned with growth targets.
• Identify category and channel opportunities (e.g., wellness, on-the-go, pack innovation).
• Turn consumer and shopper insights into actionable brand and trade initiatives.
• Brand Management & Communication
• Lead brand positioning and communication for existing and new products.
• Execute ATL, BTL, and digital campaigns to build preference and differentiation.
• Maintain consistent brand messaging across all touchpoints.
• Trade & Channel Activation
• Develop and execute trade marketing and in-store activation plans.
• Collaborate with Sales and RTM teams to enhance visibility across GT, MT, and HoReCa.
• Track and optimize trade activation ROI.
• Innovation & Portfolio Development
• Support innovation and NPD from concept to launch.
• Coordinate with R&D, Supply Chain, and Sales for successful product rollouts.
• Identify opportunities for category expansion (e.g., hydration, energy, or functional drinks).
• Data & Performance Management
• Track brand health, market share, and performance KPIs.
• Use insights to guide portfolio and investment decisions.
• Present quarterly performance and business reviews.

Requirements

Education:

• Bachelor’s degree in Marketing, Business, or related field; CIM or MBA preferred.

Experience:

• 5–8 years in FMCG marketing, including 3+ years in non-alcoholic beverages (juices, water, or soft drinks).
• Skilled in competitor tracking, ABL/BTL campaign support, customer complaint handling, and market intelligence.
• Proven success in brand and trade marketing in a competitive FMCG environment.
• Strong understanding of Kenyan and East African trade channels.
• Excellent analytical, commercial, and execution capabilities.
• Experience with digital marketing, influencer campaigns, or experiential activations.
• Familiarity with SAP (S4HANA), BI tools, or marketing analytics systems.