Mamlo Foods Marketing Lead (Urban Markets Development) Jobs in Kenya
Mamlo Foods Marketing Lead (Urban Markets Development) Jobs in Kenya; The Marketing Lead will lead the design, implementation, monitoring, and refinement of MAMLO’s urban marketing and consumer acquisition strategy. Beyond project implementation, the role will develop a practical 2–3‑year Urban Informal Market Strategy to guide MAMLO’s commercial growth after completion of the project.
Key Responsibilities
Strategic Marketing Leadership
Develop and operationalize an urban consumer acquisition strategy.
Position MAMLO products for low‑income and lower‑middle‑income urban consumers.
Support messaging emphasizing nutrition, affordability, and natural ingredients.
Identify high‑potential market segments and prioritize expansion opportunities.
Development of the Urban Informal Market Strategy
Lead development of a comprehensive 2–3 year strategy covering consumer segmentation, informal retail expansion, distributor engagement, product positioning, pricing, promotion, sampling, sales activation, route‑to‑market, customer retention, KPIs, and implementation roadmap.
Distributor and Retail Development
Identify, recruit, and engage distributors in informal urban markets.
Strengthen relationships with wholesalers and retailers.
Develop distributor onboarding processes.
Test alternative distribution models and recommend scalable pathways.
Consumer Engagement and Brand Activation
Oversee product sampling campaigns, consumer education, estate/community activations, institutional demonstrations, and promotional campaigns.
Introduce new consumers to smaller SKUs.
Ensure activities increase awareness, purchase intent, first‑time purchases, and repeat purchases.
Sales Promoter Management
Provide technical supervision for seven sales promoters by developing work plans, assigning territories, monitoring activities, coaching, reviewing performance, ensuring consistent messaging, and documenting field insights.
Market Intelligence and Learning
Establish systems for analyzing consumer purchase behavior, pricing sensitivity, customer preferences, distributor performance, sales by channel, repeat purchase behavior, and competitor activity.
Capacity Building
Mentor
staff, document marketing processes, support SOP development, strengthen relationships, transfer knowledge, and ensure continuity beyond consultancy.
Expected Deliverables
Urban Consumer Acquisition Strategy.
Two‑to‑three year Urban Informal Market Strategy.
Distributor Engagement Framework.
Sales Promotion and Activation Plan.
Sampling and Promotional Campaign Calendar.
Consumer Research and Market Intelligence Reports.
Final Project Report documenting lessons learned and scale‑up recommendations.
Marketing toolkit including messaging, promotional materials, and field guidelines.
Key Performance Indicators (KPIs)
Completion and adoption of the Urban Informal Market Strategy.
Number of distributors and retailers engaged.
Number of market activations implemented.
Reach of consumer sampling campaigns.
Growth in product visibility across target markets.
Improvement in purchase intent and repeat buying.
Increase in sales within target urban markets.
Quality and timeliness of market intelligence reports.
Capacity transferred to MAMLO team.
Delivery of all agreed project outputs within six months.
Required Qualifications
Bachelor’s Degree in Marketing, Business Administration, Commerce, Agribusiness, or related field.
At least 5 years’ experience in FMCG marketing, market development, or commercial strategy.
Experience marketing products to low‑income consumers.
Experience working within informal retail ecosystems in Kenya.
Strong understanding of distributor and wholesaler networks.
Experience leading consumer activation and sampling campaigns.
Strong analytical and market research skills.
Excellent stakeholder engagement and project management abilities.
Desired Experience
Experience working with nutritious food products, agriculture, SMEs, or social enterprises is an added advantage.
How to Apply
Interested candidates should submit the following documents:
Curriculum Vitae (CV)Cover Letter indicating the position applied for
Relevant academic and professional documents
Applications should be sent to: careers@mamlofoods.com
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