Category Lead Marketing – Hygiene

Role Summary

• We are looking for a Category Lead – Hygiene to drive the marketing strategy and execution for our client 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

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.

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.

Trade & Channel Activation

• Design and implement trade marketing and in-store activation plans in partnership with Sales and RTM teams.
• 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.

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.

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

Ideal Candidate Profile

• 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
• Proven experience in the Hygiene, Personal Care, and Home Care categories within the Fast-Moving Consumer Goods FMCG industry.
• 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

• Proven experience in the Hygiene, Personal Care, and Home Care categories within the Fast-Moving Consumer Goods FMCG industry.
• 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