Kenya Breweries Limited (KBL), a subsidiary of Diageo, is calling for applications for an exciting leadership role that will shape the direction of its beer portfolio and premium on-trade channel strategies. If you are a commercially savvy, strategically minded, and shopper-obsessed professional, then this may be the ideal opportunity for you.
As a proud member of Diageo’s global family, KBL is committed to customer centricity, innovation, and executional excellence. Our aspiration is to be rated by our customers as the number one consumer goods company in Kenya, and this can only be achieved through exceptional talent driving bold strategies and breakthrough programs that address the evolving needs of shoppers and consumers alike.
We are currently recruiting for the position of:
Job Title: Category Manager, Beer & Premium Channel
Location: Nairobi, Kenya
Level: 4B
Reports To: Head of Customer Marketing
Job Requisition ID: JR1114529
Contract Type: Full Time
Application Deadline: July 4, 2025
About the Role
This role sits at the heart of our commercial organization and plays a pivotal role in ensuring that the total KBL beer portfolio and premium channels (particularly the on-trade channel) are aligned with long-term commercial ambitions and consumer needs. The Category Manager is responsible for the development and execution of shopper marketing strategies, with a keen focus on channel development, category growth, and premium positioning.
You will be tasked with delivering sustainable growth in market share and brand equity through compelling, insight-driven programs that are flawlessly executed across trade channels. This is a high-impact leadership role managing a team of six and leading cross-functional collaboration across marketing, sales, operations, and external agency partners.
Key Dimensions
Financial Responsibility
- Translate brand strategies into programs that contribute to net sales value (NSV) growth for Diageo and its trade partners.
- Align customer marketing strategies with supply chain and commercial plans to maximize profitability.
- Lead the creation and budget oversight of in-outlet and channel programs that drive the performance of KBL’s beer category and its premium channels.
- Be accountable for the growth targets of the beer category and related key battlegrounds.
Role Complexity
- The role requires disciplined leadership, adaptability, and strong decision-making capabilities.
- Ability to influence a wide range of stakeholders in a complex matrix organization.
- Proven track record of delivering results in a fast-paced environment while managing multiple high-stakes projects.
- Strategic and creative thinking to translate shopper and customer insights into scalable commercial programs.
- Strong people leadership with a focus on capability development and performance management.
Responsibilities
Strategic Leadership
- Develop and implement category growth strategies aligned with both Diageo’s commercial goals and emerging consumer trends.
- Partner with the Marketing team to drive shopper marketing initiatives across the entire KBL beer portfolio, with a focus on innovation, equity, and volume.
- Spearhead the premium channel calendar and drive the commercialization of tailored brand initiatives.
Program Development
- Create scalable, insight-led marketing programs designed to enhance shopper experiences and drive both penetration and conversion.
- Develop bespoke channel strategies that cater to customer segmentation and outlet typologies in the premium on-trade channel.
- Use data analytics and shopper insights to inform the creation of toolkits and assets for execution in-store and on-premise.
Cross-functional Collaboration
- Act as a key link between internal teams (Marketing, Sales, Finance, Legal, Procurement, and Supply Chain) and external stakeholders (BTL agencies, distributors, and key accounts).
- Manage agency relationships to ensure creative excellence, innovation, and consistency in all shopper activations.
- Work closely with the supply chain and operations to ensure timely and effective execution of programs.
Team Leadership
- Lead a team of six, ensuring optimal team structure and alignment with evolving business priorities.
- Foster a high-performance culture within the team, supporting career development and professional growth.
- Drive cultural and behavioral change within the organization to support the long-term ambition of becoming Kenya’s most customer-focused consumer goods company.
Performance Management
- Develop KPIs and scorecards for all in-market programs and ensure alignment with commercial plans.
- Continuously evaluate the performance of channel initiatives and make timely adjustments to maximize ROI.
- Provide regular updates and strategic recommendations to the leadership team, supported by robust analytics and performance data.
Key Accountabilities
- Analytical and Commercial Acumen
- Utilize data to identify category opportunities, unlock growth, and assess program impact.
- Develop revenue-driving programs that align with financial targets.
- Strategic Program Management
- Design and implement creative shopper marketing programs that meet the demands of both shoppers and customers.
- Translate category and channel insights into actionable programs that enhance brand equity and drive share growth.
- Stakeholder Engagement
- Build strong, cross-functional relationships and influence senior leaders to drive business priorities forward.
- Act as a central point of contact for channel programs and marketing activations.
- Executional Excellence
- Ensure that every program is executed with excellence, from design to implementation, in accordance with Diageo’s global standards.
- People Development
- Drive team engagement and individual capability growth through ongoing coaching, development planning, and performance feedback.
Required Skills and Experience
- Demonstrated experience in Marketing and/or Sales (Customer Marketing)
- Strong commercial understanding of customer needs, shopper behavior, and trade dynamics
- Excellent creative judgment and a proven ability to influence across the organization
- Experience in developing and delivering innovative, insight-led shopper programs
- Track record of inspiring agency partners and delivering strong execution
- High emotional intelligence and ability to lead and develop a team
- Ideally, a background in business or a related discipline
- Experience in managing change and working in a matrix organization
Flexible Working
KBL champions flexibility at work and encourages candidates to discuss what work arrangements are best suited for their needs. Whether it’s flexible hours or remote working, KBL is committed to providing an environment that supports productivity, wellbeing, and work-life balance.
Rewards and Benefits
We recognize and reward high performance with a competitive compensation package that includes salary, performance bonuses, medical insurance, staff benefits, and professional development support. Our total rewards approach ensures that our employees are well-supported in every area of life and career.
Diversity and Inclusion
At KBL, we are proud of our inclusive culture where every employee feels valued and empowered to contribute to our shared purpose—celebrating life, every day, everywhere.
We believe that diversity fuels innovation and excellence, and we are committed to building a workplace that reflects the diverse consumers we serve. Whether it’s gender, ethnicity, sexual orientation, disability, education, or background, your individuality is not only accepted but celebrated.
This is your chance to be part of a dynamic team that is reimagining what’s possible in Kenya’s beer and premium on-trade landscape. We are on a bold journey to redefine shopper marketing, strengthen our beer portfolio, and lead in premium channel execution. If you’re driven by challenge, excited by innovation, and ready to make a measurable impact—then we want to hear from you.
Applications close on July 4, 2025.
