Brand Manager

Role Overview

We are looking for an experienced Brand Manager to lead the launch and development of a new product in the Kenyan market, with potential for expansion into other cities and African markets.

The role will develop and execute the brand’s marketing strategy, build distribution, create consumer demand, coordinate local partners and agencies, and drive brand performance and sales growth.

Key Responsibilities

1. Brand Strategy & Marketing Execution

• Liaise with the principal, local importer, distributors, chain pharmacies, and marketing agency to ensure effective brand execution.
• Work with the principal company to develop the marketing strategy, plans, and implementation approach for the Kenyan market.
• Coordinate with the importer, distributors, and marketing agency to ensure timely execution of marketing activities.
• Monitor implementation and provide feedback to relevant stakeholders to support achievement of sales and brand objectives.
• Work closely with the marketing/advertising agency on ATL and BTL activities, including TV, radio, sampling, and other consumer activation initiatives.

2. Distribution & Trade Development

• Lead the launch event and initiatives aimed at securing distribution and retail support for the brand.
• Engage and negotiate with pharmacy, supermarket, and other retail buyers to secure brand listings, visibility, and displays.
• Drive expansion of brand distribution, prioritizing key cities and high-potential channels in collaboration with distributor sales teams.
• Develop initiatives to strengthen in-store visibility and promotional execution.

3. Brand Growth & Demand Generation

• Analyze brand positioning, consumer insights, market trends, and competitor activity to identify growth opportunities.
• Translate brand strategy and consumer insights into effective go-to-market plans and marketing initiatives.
• Lead creative development and campaign execution to engage target audiences and drive consumer action.
• Develop and monitor key brand performance indicators, sales estimates, pricing, and cost parameters.
• Measure and report on marketing campaign performance, KPIs, and ROI.
• Continuously monitor the market, consumer behavior, and competitive landscape and recommend appropriate actions.

Qualifications & Experience

• Bachelor’s degree in marketing, Business, or a related field.
• A postgraduate qualification, MBA, or relevant professional marketing qualification would be an advantage.
• Proven experience as a Brand Manager, Marketing Manager, or in a similar commercial marketing role.
• Experience in pharmaceuticals, OTC, consumer healthcare, or FMCG is highly preferred, particularly experience with international/global brands.
• Proven experience in launching and growing new products/brands, preferably from pre-launch planning through market entry and post-launch optimization.
• Demonstrated experience developing and executing brand and marketing strategies.
• Experience in product launches, go-to-market strategy, and demand generation.
• Experience identifying target audiences and developing effective marketing campaigns.
• Understanding of business development, distribution, and trade marketing.
• Experience working with marketing/advertising agencies, distributors, and other commercial partners.
• Strong analytical skills with a data-driven and commercially oriented approach.
• Strong communication, negotiation, and stakeholder management skills.
• Good understanding of the Kenyan consumer, market dynamics and competitive environment, with awareness of broader African market trends.
• Knowledge of current marketing trends and best practices.