Kenya Breweries Limited (KBL), a proud member of the global Diageo family, is currently seeking a driven and dynamic professional to take on the role of Category Manager – Beer & Premium Channel. This role is a key leadership opportunity for individuals passionate about brand development, customer-centric strategies, and commercial growth in the highly competitive beverage industry.
KBL continues to demonstrate a strong commitment to becoming the number one consumer goods company in Kenya. Through its world-class portfolio of beer brands, the company aims to deliver memorable experiences and exceptional value to its consumers and trade partners alike. This ambition requires individuals with vision, discipline, and a passion for building strong brand and shopper propositions.
As the Category Manager for Beer and the Premium Channel, the successful candidate will play an instrumental role in driving the total beer portfolio strategy and the premium channel roadmap for the business. The position is based in Nairobi, Kenya, and offers a full-time engagement for candidates ready to make a significant impact in one of Kenya’s most respected companies.
About the Role
Job Title: Category Manager – Beer & Premium Channel
Location: Nairobi, Kenya
Reports To: Head of Customer Marketing
Job Level: 4B
Job Requisition ID: JR1114529
Application Deadline: July 4, 2025
Contract Type: Regular, Full Time
Role Context
At KBL, consumer-centricity is the cornerstone of business operations. The company constantly strives to align its marketing and shopper strategies with the evolving needs of consumers and customers. This role operates at the intersection of brand marketing, customer marketing, and commercial execution. The Category Manager is expected to lead the beer category’s in-outlet and premium channel program development, ensuring they align with long-term business goals and maximize value for customers and consumers alike.
Financial Dimensions
- Translate brand strategies into actionable commercial programs that drive Net Sales Value (NSV) for Diageo and its partners.
- Create and align channel programs that maximize customer profitability and return on investment.
- Manage the beer category budget, focusing on the development and implementation of high-impact shopper marketing programs.
- Deliver strong ROI through programs tied to beer category growth targets and premium channel performance.
Role Complexity
This position demands a highly organized and self-driven individual with a deep understanding of commercial environments and marketing dynamics. The successful candidate will be expected to juggle multiple projects simultaneously, lead a team, and navigate a complex matrix organization while delivering results at pace. The ability to flex leadership and communication styles to suit different stakeholders is essential.
Key competencies required include:
- Strong organizational and decision-making skills
- High creative acumen coupled with disciplined execution
- Effective relationship management across multiple teams and partners
- Ability to drive strategic change and transformation within teams
Key Responsibilities
- Strategic Growth and Innovation
- Collaborate closely with marketing leadership to define and roll out high-impact growth drivers for the beer portfolio.
- Develop and execute forward-looking strategies tailored to the premium on-trade channel.
- Translate evolving consumer and market dynamics into meaningful commercial actions and category innovations.
- Channel and Trade Strategy Execution
- Own the commercial planning and execution of the premium beer portfolio.
- Lead the development of scalable programs aligned with both brand goals and customer expectations.
- Drive shopper-focused initiatives that maximize traffic, basket size, and conversion in premium outlets.
- Program Commercialization
- Adapt brand and portfolio initiatives for specific customer and channel execution.
- Partner with trade and marketing teams to ensure seamless rollout of the channel calendar and category marketing plans.
- Use data analytics to create insight-led, measurable in-store and on-premise marketing programs.
- Cross-functional Leadership
- Collaborate with departments such as supply chain, legal, finance, operations, and external partners to ensure full alignment and effective program execution.
- Lead and develop a team of six professionals tasked with crafting industry-leading shopper marketing growth drivers.
- Agency & Partner Management
- Guide and evaluate the performance of below-the-line (BTL) marketing agencies to maintain top-tier execution.
- Ensure the delivery of innovative, impactful activations that reinforce category and channel growth objectives.
- Organizational Development
- Spearhead the evolution of the Shopper Marketing team structure.
- Define new ways of working to support long-term strategic objectives and build team capabilities aligned to future business needs.
Top Accountabilities
- Leverage strong analytical and commercial skills to design and execute programs that drive sustainable category growth.
- Deliver data-driven presentations and influence key stakeholders through compelling business stories.
- Design big, creative programs that translate shopper and customer insights into powerful, revenue-generating initiatives.
- Monitor and manage budgets with rigor, including conducting financial analysis and adjusting program parameters to optimize results.
- Proactively track performance of all programs, ensuring delivery against objectives and making real-time adjustments as needed.
- Lead the team with a clear vision, supporting their development and enabling career progression while delivering on business goals.
Key Working Relationships
- Commercial and Marketing Directors
- Sales Teams
- Finance and Procurement Teams
- 3rd Party Agencies
- Distributor Partners
- Legal and Operations Teams
Qualifications and Experience
Essential Experience & Skills
- Demonstrated success in a similar role within Marketing and/or Sales, particularly in Customer or Trade Marketing.
- Strong commercial sensibility, especially in understanding the shopper journey and retailer dynamics.
- Proven ability to develop and manage shopper marketing programs based on insights and data.
- Effective at navigating internal structures and influencing across functions.
- Experience inspiring agencies and leading the delivery of creative marketing activations.
- Strong interpersonal and leadership skills with a focus on creating positive team culture.
Desirable
- A business-related academic qualification.
- Previous commercial or category management experience.
- Experience managing organizational change or transformation projects.
Flexible Working Environment
KBL embraces flexibility in the workplace, encouraging individuals to tailor their working arrangements to suit both personal and professional needs. Whether it’s part-time schedules, hybrid work models, or compressed hours, KBL is committed to supporting its employees from day one.
Rewards and Benefits
KBL recognizes and rewards performance with a highly competitive benefits package. Employees are supported with professional growth opportunities, wellness programs, and financial incentives that reflect the value they bring to the organization.
Diversity and Inclusion Commitment
At KBL, diversity is more than just a value—it is a vital part of the company’s purpose to celebrate life every day and everywhere. The organization takes pride in fostering an inclusive culture where people of all backgrounds, experiences, identities, and perspectives are valued.
From gender and age to ethnicity, educational backgrounds, and work experiences, everyone is welcomed and celebrated. KBL aims to be not only the best-performing consumer goods company in Kenya but also the most trusted and respected, driven by a diverse and empowered workforce.
Ready to Join KBL?
If you are an ambitious, creative, and commercially minded professional with a passion for consumer-centric strategies and shopper engagement, this could be the next step in your career journey. Seize the opportunity to make a real impact in shaping the beer category and premium channel strategies at one of East Africa’s leading beverage companies.
