CDL Human Resource Category Lead Marketing – Hygiene Jobs in Kenya



CDL Human Resource Category Lead Marketing – Hygiene Jobs in Kenya; CDL Human Resource is seeking a Category Lead – Hygiene to drive marketing strategy and execution for the Diaper Category innovation and growth portfolio. The successful candidate will shape new product development, brand positioning, trade activation, and consumer engagement across Kenya and regional markets, translating innovation into scalable, profitable brands in competitive FMCG environments.

Job Title
Category Lead – Marketing (Hygiene)

Job Type
Full Time

Role Summary

  • Drive category marketing strategy and execution for Diaper Category.

  • Shape new product development, brand positioning, trade activation, and consumer engagement.

  • Translate innovation into scalable, profitable brands in FMCG environments.

    Key Responsibilities

    Category Strategy & Planning
  • Develop and execute annual category marketing plan aligned with growth and profitability targets.

  • Identify consumer, channel, and innovation opportunities (hygiene trends, wellness, affordability, pack‑price architecture).

  • Translate consumer and shopper insights into actionable brand, innovation, and trade initiatives.

    Brand Management & Communication
  • Lead brand positioning and communication for Diaper Category and emerging brands.

  • Develop and execute ATL, BTL, and digital campaigns to 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 with Sales and RTM teams.

  • Work with distributors to ensure visibility, availability, and execution excellence.

  • Measure and improve activation ROI and trade spend effectiveness.

    Innovation & Portfolio Development
  • Lead and support NPD initiatives from concept validation to launch execution.

  • Partner with R&D, Supply Chain, Quality, Finance, and Sales for feasibility and speed‑to‑market.

  • Identify whitespace opportunities for portfolio expansion and line extensions.

    Data & Performance Management
  • Track brand health, category share, pricing,
    and volume KPIs.

  • Use insights to guide portfolio prioritisation, pricing, and marketing investment.

  • Prepare category performance reports and business reviews for leadership.

    Requirements

    Ideal Candidate Profile
  • Bachelor’s degree in Marketing, Business Administration, or related field.

  • CIM, MBA, or equivalent professional qualification preferred.

  • 5–8 years’ FMCG marketing experience, with at least 3 years in brand/category management.

  • Proven experience in Hygiene, Personal Care, or Home Care categories.

  • End‑to‑end experience in NPD and successful product launches.

  • Solid understanding of General Trade and Modern Trade dynamics in Kenya and region.

  • Experience with well‑known brands; diaper category exposure an advantage.

  • Ability to manage agencies, budgets, and trade activations.

  • Creative, strategic thinker with innovative approaches.

    Preferred
  • Experience in Hygiene, Personal Care, or Home Care categories.

  • 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.

    How to apply

    For more information and job application details, see; CDL Human Resource Category Lead Marketing – Hygiene Jobs in Kenya

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