Category Lead – Food & Snacks

Key Responsibilities

Category Strategy & Planning

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 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.

Ideal Candidate Profile

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 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.

Preferred:

Experience with NPD, flavor innovation, and packaging design for food/snack brands. Exposure to digital and influencer marketing campaigns. Familiarity with SAP (S4HANA), BI dashboards, or marketing analytics tools.

What Success Looks Like

A clear, insight-led category marketing plan delivering profitable growth. Increased household penetration and consumption frequency across subcategories. Strong, consistent brand communication and visibility across touchpoints. Improved brand preference, trial, and repeat purchase metrics. Sustained growth in category sales and profitability.

Cultural Fit

You lead with integrity, collaborate across teams, and challenge the status quo through innovation. You’re hands-on and thrive in fast-paced environments. You focus on impact — marketing that drives real business growth, not just visibility. You think like an owner and act like a builder.