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Category Lead – Beverages
NFT CONSULT LTD
Posted TodayNairobi
Location
Nairobi
Job Type
Full-time
Experience
mid
Deadline
September 30, 2026
Category
Other
Job Description
We are seeking an experienced Category Lead – Beverages to drive the marketing strategy and execution for our client’s rapidly expanding beverage portfolio.
The successful candidate will lead portfolio strategy, brand positioning, trade activation, and consumer engagement across Kenya and other regional markets.
This role is ideal for an analytical and commercially driven marketing professional with a strong understanding of consumer preferences, market trends, and trade dynamics within the beverage industry. The candidate should be capable of identifying and delivering growth opportunities across categories ranging from juices and carbonated drinks to functional beverages and innovation-led products.
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Requirements
- 5–8 years in FMCG marketing with at least 3 years in beverage, food, or related category management.
- Proven track record in brand and trade marketing within a competitive consumer goods environment.
- Deep understanding of both traditional and modern trade dynamics in Kenya and East Africa.
- Strong analytical, commercial, and execution skills with experience managing agencies and budgets.
Responsibilities
- Develop and execute the annual marketing plan for the Beverages portfolio, aligned to growth and profitability targets.
- Identify category and channel growth opportunities (e.g., health & wellness trends, on-the-go consumption, pack innovation).
- Translate consumer and shopper insights into actionable brand and trade marketing initiatives.
- Lead brand positioning and communication for flagship brands such as Planet, Jooz, Juo, Reaktor Simba, and new innovations in the pipeline.
- Build and execute ATL, BTL, and digital campaigns that drive preference and differentiation in a competitive beverage market.
- Ensure consistent brand storytelling across advertising, packaging, and point-of-sale materials.
- Design and implement trade marketing and in-store activation plans in collaboration with the Sales and RTM teams.
- Partner with distributors and key accounts to strengthen visibility and availability across channels GT, MT, and HoReCa.
- Measure activation ROI and continuously optimize trade spend effectiveness.
- Support innovation and NPD (new product development) projects — from consumer testing to launch execution.
- Collaborate with R&D, Supply Chain, and Sales to ensure new launches are well-supported and tracked post-launch.
- Identify whitespace opportunities for category expansion (e.g., hydration, flavored water, energy, or functional drinks).
- Monitor brand health, category share, pricing, and volume KPIs using internal dashboards and market research.
- Use insights to guide portfolio prioritization and marketing investment decisions.
- Prepare quarterly category performance reports and business reviews for leadership.
