Coca-Cola Beverages Africa (CCBA) continues to be a beacon of excellence and innovation within the beverage industry. As the largest Coca-Cola bottler on the African continent, CCBA contributes to 40% of all Coca-Cola volumes in Africa, reflecting its unmatched influence and capacity. The company employs approximately 14,000 dedicated professionals across multiple African countries, all driven by a shared vision to refresh Africa every day and make a lasting difference in the communities it serves.
In line with its mission to maintain leadership in the Non-Alcoholic Ready-to-Drink (NARTD) category, CCBA Kenya is seeking an experienced and visionary Trade Marketing Manager to join its dynamic team in the North Eastern Province (NEP). This role is central to shaping and executing marketing and business strategies that drive both immediate and sustainable growth, reinforcing CCBA’s position as a trusted brand in the hearts of millions of consumers.
The successful candidate will be responsible for overseeing trade marketing initiatives, formulating market-driven strategies, and ensuring that CCBA’s portfolio of brands continues to resonate with customers and consumers alike. This is a leadership role for someone who is not only passionate about marketing excellence but also strategic, data-driven, and adept at inspiring teams toward a unified vision.
Key Purpose Statement
The Trade Marketing Manager will spearhead the development and execution of comprehensive business and marketing strategies that elevate brand performance, maximize profitable growth, and enhance the long-term value of CCBA’s portfolio. This entails close collaboration with cross-functional teams, a deep understanding of consumer behavior, and the ability to translate insights into impactful market initiatives that drive sustained business success.
Key Duties and Responsibilities
The responsibilities of the Trade Marketing Manager are both strategic and operational, requiring a balance between high-level market planning and on-the-ground execution. Below is a detailed breakdown of the role’s core duties:
1. Annual Marketing Planning and Execution
- Develop, design, and deploy annual marketing plans that are aligned with the company’s overall strategic goals and business growth objectives.
- Translate market insights, brand positioning, and competitive intelligence into actionable trade marketing plans that drive measurable outcomes.
- Partner with internal stakeholders and external partners to ensure smooth execution of marketing programs across regions and channels.
2. Business and Marketing Strategy Development
- Formulate and implement integrated marketing and business strategies that foster profitable recurring volume growth.
- Leverage market trends and consumer insights to refine strategies, ensuring alignment with changing market dynamics and customer expectations.
- Identify growth opportunities in emerging markets, focusing on expanding the footprint of Coca-Cola brands across North Eastern Kenya and beyond.
3. Brand Communication and Marketing Integration
- Lead the development of Below-The-Line (BTL) communication objectives, ensuring coherence with the broader Coca-Cola global marketing strategy.
- Drive consistency in brand messaging across multiple touchpoints—advertising, promotions, and experiential marketing—ensuring seamless integration across channels.
- Collaborate with the global marketing team to tailor communication strategies that reflect local market realities while maintaining brand integrity.
4. Portfolio and Brand Management
- Oversee the development of portfolio strategies that maximize long-term profitability across CCBA’s diverse brand range.
- Conduct periodic portfolio performance reviews to ensure that every brand under the company’s umbrella contributes effectively to business goals.
- Continuously assess market and consumer trends to inform product positioning, pricing, and promotional approaches.
5. Marketing Mix Optimization
- Challenge and evaluate all components of the marketing mix—including product, price, place, and promotion—to ensure relevance and competitiveness.
- Monitor market dynamics, competitor activities, and consumer behaviors to adjust marketing plans as needed.
- Maintain an innovative mindset that encourages experimentation and adaptation to emerging marketing trends.
6. Promotion and Channel Strategy Implementation
- Design and execute comprehensive promotional plans and strategies across various regions and channels to boost visibility and product uptake.
- Work closely with sales teams to ensure that promotional initiatives are tailored to the unique needs of each trade channel—traditional trade, modern trade, and emerging outlets.
- Implement region-specific marketing tactics that enhance brand penetration and strengthen relationships with distributors and retailers.
7. Market Intelligence and Data Utilization
- Utilize data-driven insights to anticipate competitive trends and consumer behavior shifts.
- Assess the strategic implications of market trends, making informed decisions that optimize business potential.
- Apply robust analytical skills to evaluate marketing effectiveness, ensuring efficient resource allocation and continuous improvement.
8. Marketing Budget Optimization
- Oversee the management and optimization of the overall marketing budget.
- Ensure that marketing production costs are efficiently controlled, maximizing return on investment for each campaign and initiative.
- Identify opportunities to reallocate resources toward high-impact programs that deliver measurable value to the organization.
9. Leadership and Team Development
- Lead, inspire, and mentor the business unit’s marketing team, fostering a culture of excellence, collaboration, and accountability.
- Provide strategic direction and coaching to enhance team capabilities and performance.
- Anticipate future talent needs and implement initiatives that attract, develop, and retain high-potential marketing professionals.
10. Strategic Marketing Leadership and Business Support
- Offer specialist marketing support for complex projects, including business development and market expansion initiatives.
- Collaborate closely with the Director and senior leadership team to provide strategic thought leadership that influences business direction and decision-making.
- Prepare insightful reports, presentations, and analyses that guide executive management on brand and market opportunities.
Key Skills, Experience, and Education
The Trade Marketing Manager role requires a highly skilled individual with a proven record of success in sales and marketing leadership within the Fast-Moving Consumer Goods (FMCG) industry. While this section provides an overview of the preferred experience and educational background, it should be noted that the role emphasizes the ability to deliver impactful results, strategic foresight, and innovation.
Experience
- A minimum of five (5) years of relevant experience in sales and marketing roles, preferably within an FMCG environment.
- A demonstrated track record of driving innovative business improvements and implementing initiatives that create differentiated value for the company.
- Experience in Route to Market (RTM) or Route to Consumer (RTC) strategy implementation across both traditional and modern trade channels.
- Deep understanding of customer segmentation and channel management, particularly within the dynamic retail landscape of Kenya and the wider African market.
- Strong analytical capabilities with a clear understanding of critical business concepts such as margins, discounts, pack mix trends, and volume variance analysis.
- Proven leadership experience, with the ability to inspire and manage teams, anticipate talent needs, and create a lasting organizational impact.
Education
- Minimum of a Bachelor’s degree in Commerce, Marketing, or any Business-related field.
- A professional certification and/or Master’s degree will be considered an added advantage.
Why Join Coca-Cola Beverages Africa (CCBA)?
Working with CCBA offers a unique opportunity to be part of a legacy brand that continuously evolves while remaining grounded in its mission to refresh the world and make a difference. Employees at CCBA enjoy:
- The chance to contribute to one of the most recognizable and loved brands globally.
- A work environment that values innovation, inclusivity, and continuous learning.
- Exposure to strategic marketing operations across diverse markets.
- The opportunity to lead initiatives that directly impact brand performance and market growth.
- A collaborative culture where ideas are encouraged, creativity thrives, and employees are empowered to excel.
As a Trade Marketing Manager, you will be instrumental in shaping the company’s growth trajectory in Kenya’s competitive beverage industry. You’ll have the autonomy to develop strategies, drive innovation, and deliver tangible business outcomes that enhance both brand value and consumer loyalty.
How to Apply
Interested candidates who meet the outlined criteria are invited to submit their applications by the closing date: October 8, 2025.
