Category Lead Marketing – Diaper Category at CDL Human Resource

CDL was founded in early 2003 by its current Managing Director Lucy Mmari.Within her 14 year tenure in a well established logistics company, She honed her skill in human resources management and thereafter started CDL.

 

Category Lead Marketing – Diaper Category

  • Job TypeFull Time
  • QualificationBA/BSc/HND , MBA/MSc/MA
  • Experience5 - 8 years
  • LocationKiambu , Nairobi
  • Job FieldMedia / Advertising / Branding 
  • 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.

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
  • 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 an

Check how your CV aligns with this job

Method of Application

Interested and qualified? Go to CDL Human Resource on cdl.zohorecruit.com to apply

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