Trade Marketing & Brand Execution Manager

Role Overview

• This is not a traditional office marketing role.
• The successful candidate will be responsible for making Picana highly visible, active, and commercially impactful in the market through aggressive trade execution, activations, merchandising, chilled visibility, and field marketing initiatives.
• The role is heavily field-based and requires someone who understands FMCG beverage execution, route-to-market dynamics, retail visibility, and consumer behavior.

Key Responsibilities

Trade Marketing & Retail Execution

• Drive retail visibility across supermarkets, petrol stations, kiosks, cafés, gyms, beaches, and hospitality outlets
• Secure and improve fridge placement, shelf positioning, displays, and point-of-sale visibility
• Develop and execute in-store promotions and retail activations
• Conduct regular outlet audits to monitor visibility, stock rotation, competitor activity, and execution quality
• Work closely with distributors and sales teams to improve off-take and outlet penetration

Brand Execution & Activations

• Plan and execute sampling campaigns, beach activations, supermarket tastings, sports sponsorships, and local events
• Coordinate branded cooler and chiller placements
• Develop grassroots marketing campaigns focused on visibility and trial
• Ensure strong execution consistency across all consumer touchpoints

Social Media & Content Coordination

• Coordinate creation of social media content including reels, lifestyle photography, product shoots, hospitality content, and field activity coverage
• Ensure brand messaging and visual identity remain consistent across platforms
• Work with external designers, photographers, and creative agencies where required

Commercial Performance

• Monitor off-take trends and provide market feedback
• Track SKU performance and outlet-level sales activity
• Identify opportunities for growth in retail and horeca channels
• Develop initiatives to increase repeat purchase and consumer engagement

Requirements

Preferred Experience

• 3–7+ years experience in FMCG beverages, dairy, alcohol, energy drinks, or related consumer brands
• Strong understanding of trade marketing and retail execution
• Experience working with supermarkets, distributors, petrol stations, and horeca channels
• Proven experience executing activations and visibility campaigns

Candidate Profile

We are looking for someone who is:

• Highly energetic and execution-focused
• Commercially aggressive and results-driven
• Comfortable spending significant time in the market
• Passionate about consumer brands and retail visibility
• Strong in relationship management and field coordination
• Creative but practical

KPIs

• Growth in chilled outlet presence
• Improvement in retail visibility and facings
• Increase in off-take and repeat orders
• Successful execution of activations and campaigns
• Expansion of horeca and modern trade visibility
• Brand consistency across market touchpoints

Why Join Us?

• Opportunity to help modernize and grow an authentic Kenyan beverage brand
• Strong manufacturing and fruit-processing foundation already in place
• Significant growth potential across retail and hospitality channels
• Opportunity to shape the future direction of a heritage coastal brand