Job Description
We are looking for a Category Lead – Hygiene to drive the marketing strategy and execution
for the organizations Diaper Category innovation and growth portfolio.
You will play a critical role in shaping new product development, brand positioning, trade
activation, and consumer engagement for Diaper categories across Kenya and regional
markets.
This role combines strong consumer insight, commercial acumen, and execution excellence,
with a particular focus on translating innovation into scalable, profitable brands in competitive
FMCG environments.
Key Responsibilities
1. Category Strategy & Planning
Develop and execute the annual category marketing plan for Diaper Category,
aligned with growth and profitability targets.
Identify consumer, channel, and innovation opportunities (e.g. hygiene trends,
wellness, affordability, pack-price architecture).
Translate consumer and shopper insights into actionable brand, innovation, and
trade marketing initiatives.
2. Brand Management & Communication
Lead brand positioning and communication for Diaper Category and emerging
brands.
Develop and execute ATL, BTL, and digital campaigns that build awareness, trial,
and preference.
Ensure consistent brand storytelling across packaging, advertising, and point-of-sale
materials.
3. Trade & Channel Activation
Design and implement trade marketing and in-store activation plans in partnership
with Sales and RTM teams.
ï· Work with distributors to ensure visibility, availability, and execution excellence at
launch and scale-up stages.
Measure and continuously improve activation ROI and trade spend effectiveness.
4. Innovation & Portfolio Development
Lead and support NPD initiatives from concept validation to launch execution and
post-launch performance reviews.
Partner closely with R&D, Supply Chain, Quality, Finance, and Sales to ensure
feasibility, readiness, and speed-to-market.
Identify whitespace opportunities for portfolio expansion and line extensions within
Personal Care.
5. Data & Performance Management
Track brand health, category share, pricing, and volume KPIs using dashboards and
market data.
Use insights to guide portfolio prioritisation, pricing decisions, and marketing
investment.
Prepare category performance reports and business reviews for CRT and senior leadership
Requirements
Bachelor’s degree in Marketing, Business Administration, or a related field
CIM, MBA, or equivalent professional qualification preferred
5–8 years’ experience in FMCG marketing, with at least 3 years in brand or category
management
Strong experience in the Personal Care, Home Care, or related fast-moving
consumer goods (FMCG) categories, preferably within the Hygiene and Personal
Care segment
Proven end-to-end experience in new product development and successful product
launches
Solid understanding of General Trade and Modern Trade dynamics in Kenya and the
wider region
Experience working with well-known brands in Kenya; exposure to the diaper
category is an added advantage
Demonstrated ability to manage marketing agencies, budgets, and trade marketing
activations
Creative, strategic thinker with the ability to develop innovative and unconventional
marketing approaches
Preferred
Exposure to pricing, pack architecture, and portfolio optimisation
Familiarity with SAP (S4HANA), BI dashboards, or marketing analytics tools
Experience in hygiene, beauty, or wellness-driven categories
