Associate Manager or Manager - Marketing (Consumer)

Role Overview

This role leads branding and marketing for Shalina’s consumer products in Kenya, translating consumer and market insights into campaigns, activations and product initiatives. The Brand Manager will oversee plans from development through execution and measurement, helping the portfolio build relevance and deliver sales growth.

Key Responsibilities

• Plan and manage the annual marketing calendar, coordinating above-the-line and below-the-line activity across relevant channels.
• Track campaign and initiative performance, assess results and prepare for weekly and monthly brand reviews.
• Conduct consumer research and competitive analysis to identify changing needs, trends, opportunities and market risks.
• Plan and deliver consumer activations, including point-of-sale materials, promotions, e-commerce activity and sampling.
• Develop campaign assets and project materials such as brochures, product renders and other marketing collateral.
• Lead new product launches and relaunches, shaping go-to-market plans, channel strategies, promotions, media and point-of-sale execution.
• Recommend and implement market-specific responses, including pricing or pack changes, product innovation and marketing communications.
• Coordinate internal teams, creative partners and agencies to create and deliver integrated campaigns; manage the advertising and promotion budget with a focus on sales growth and financial performance.
• Support web content management and contribute to product and process innovation.

Requirements & Qualifications

• Bachelor’s degree in Business Management or an equivalent qualification is required.
• An MBA in Marketing or a comparable postgraduate qualification is highly preferred.
• At least six years of brand management experience, ideally in consumer healthcare or FMCG in Kenya.
• Strong analytical ability, including the capacity to interpret consumer and market information and turn findings into practical plans.
• Confident communication and influencing skills, with the ability to engage customers, internal stakeholders and agency partners.
• Collaborative approach and experience working across functions; experience in a diverse, cross-cultural, multi-country matrix environment is preferred.
• Organised and adaptable, able to prioritise competing demands, handle short deadlines and respond to emerging issues.
• Self-motivated and able to take ownership of assigned objectives, including on-the-ground activation plans.