CDL was founded in early 2003 by its current Managing Director Lucy Mmari.Within her 14 year tenure in a well established logistics company, She honed her skill in human resources management and thereafter started CDL.
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Develop and execute the annual marketing plan for the Food & Snacks portfolio, aligned to growth and profitability targets.
Identify consumer and channel opportunities across subcategories (noodles, cereals, snacks) to drive penetration and frequency.
Translate consumer insights and category trends (nutrition, convenience, youth snacking, affordability) into actionable marketing initiatives.
Brand Management & Communication
Lead brand positioning, communication, and innovation storytelling for brands such as Noodies, Shapies, Fillows, Elbbin & Nibble (and other emerging products).
Build and execute 360° marketing campaigns (ATL, digital, in-store) that drive awareness, trial, and loyalty.
Ensure cohesive messaging across packaging, advertising, and promotions to strengthen our client brand identity.
Trade & Channel Activation
Design and implement trade activation plans that drive visibility, conversion, and distribution for core and new products.
Partner with sales and RTM teams to ensure flawless execution of promotions across general trade, modern trade, and institutional channels.
Measure activation ROI and continuously optimize channel investments.
Innovation & Portfolio Development
Support innovation projects — from concept development and packaging design to launch execution.
Work with R&D, Supply Chain, and Sales to ensure launches are commercially viable and meet consumer needs.
Lead post-launch reviews and performance tracking to refine the innovation pipeline.
Data & Performance Management
Track category performance (brand health, volume, share, and profitability) using dashboards and external data.
Use insights to guide pricing, portfolio prioritization, and marketing investment.
Prepare quarterly category reviews and business updates for leadership.
Requirements
Ideal Candidate Profile
Education:
Bachelor’s degree in Marketing, Business Administration, or related field. CIM or MBA preferred.
Experience:
Must have at least 5–8 years in FMCG marketing, with at least 3 years in food, snacks, or similar category management roles.
Proven experience managing brands targeting youth, family, and mass-market segments.
Strong understanding of both traditional and modern trade in Kenya and East Africa.
Analytical thinker with creative problem-solving and execution discipline.
Experience managing agencies, budgets, and promotional programs.
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