Category Lead Marketing – Hygiene at CDL Human Resource

Category Lead Marketing – Hygiene at CDL Human Resource – CDL Human Resource Kenya Job Details

About the Role

CDL Human Resource is recruiting a Category Lead Marketing – Hygiene to drive marketing strategy and execution for the diaper category portfolio across Kenya and regional markets. This is a full-time position based in Thika, reporting to senior leadership within the FMCG sector. The successful candidate will shape product development, brand positioning, trade activation, and consumer engagement across a competitive hygiene and personal care landscape.

The Category Lead Marketing – Hygiene at CDL Human Resource combines consumer insights, commercial strategy, and operational execution to translate innovation into scalable, profitable brands. You will manage the entire category lifecycle—from strategy and planning through new product launches to performance monitoring—working across multiple internal teams and external partners including distributors and marketing agencies.

Key Responsibilities

• Develop and execute annual category marketing plans for the diaper portfolio, aligned with growth and profitability targets; identify opportunities across consumer trends, channel dynamics, innovation, and pack-price strategy.
• Lead brand positioning and communication initiatives; develop and deploy above-the-line, below-the-line, and digital campaigns that build awareness, trial, and consumer preference.
• Ensure consistent brand messaging across packaging, advertising, retail displays, and all customer touchpoints.
• Design and implement trade marketing and in-store activation plans in collaboration with Sales and route-to-market teams; work with distributors to guarantee visibility and execution quality during launches and scale-up phases.
• Measure and improve activation return on investment and trade spend efficiency; track activation performance against defined metrics.
• Lead new product development initiatives from concept validation through launch execution and post-launch performance reviews; partner with R&D, Supply Chain, Quality, Finance, and Sales teams to ensure feasibility and speed-to-market.
• Monitor brand health, category share, pricing, and volume KPIs using dashboards and market data; prepare category performance reports and business reviews for senior leadership.
• Identify whitespace opportunities for portfolio expansion and line extensions within the personal care segment.

Requirements & Qualifications

• Bachelor’s degree in Marketing, Business Administration, or a related field; CIM, MBA, or equivalent professional certification is preferred.
• 5–8 years of experience in FMCG marketing, with a minimum of 3 years in brand management or category management roles.
• Proven experience in hygiene, personal care, or home care categories within the fast-moving consumer goods industry.
• Demonstrated end-to-end experience in new product development and successful product launches in the Kenyan or regional market.
• Solid understanding of general trade and modern trade channel dynamics in Kenya and the wider East African region.
• Experience managing marketing agencies, budgets, and trade marketing activations; familiarity with SAP (S4HANA), business intelligence dashboards, or marketing analytics platforms is an advantage.
• Background working with established brands in Kenya; prior exposure to the diaper category is valued but not mandatory.
• Proven ability to develop pricing strategies, pack architecture decisions, and portfolio optimization approaches.

What to Expect

• You will work in a structured FMCG environment where data-driven decision-making, consumer insight, and trade partnership are central to success.
• Cross-functional collaboration with R&D, Supply Chain, Finance, and Sales teams will be a regular part of your routine; managing multiple workstreams and timelines simultaneously is expected.
• This Category Lead Marketing – Hygiene at CDL Human Resource position in Thika is open to qualified candidates. Click Apply below to submit your application.