Category Lead Marketing – Hygiene at Bridge Talent Management

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Category Lead Marketing – Hygiene

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

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

  • 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

Check how your CV aligns with this job

Method of Application

Interested and qualified? Go to Bridge Talent Management on bridgetalentgroup.zohorecruit.com to apply

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