About this role
Are you an experienced marketing professional with a strong background in FMCG, consumer engagement, and market expansion? An exciting opportunity is available for a Marketing Lead (Urban Markets Development) in Nairobi. This full-time role is ideal for professionals passionate about driving business growth in urban informal markets while developing sustainable marketing strategies.
Job Overview
The Marketing Lead will spearhead the planning and execution of urban consumer acquisition initiatives while strengthening brand visibility among low-income and lower-middle-income consumers. The successful candidate will also develop a long-term urban market strategy to support future commercial expansion.
Job Details
Position: Marketing Lead (Urban Markets Development)
Job Type: Full Time
Location: Nairobi, Kenya
Experience Required: Minimum 5 Years
Education Level: Bachelor's Degree (BA/BSc/HND)
Key Responsibilities
Strategic Marketing Leadership
The successful candidate will:
Develop and implement an urban consumer acquisition strategy.
Position products effectively within low-income urban communities.
Create marketing messages focused on nutrition, affordability, and natural ingredients.
Identify promising market segments and recommend growth opportunities.
Support long-term commercial expansion initiatives.
Develop an Urban Informal Market Strategy
Lead the creation of a comprehensive 2–3-year market development strategy covering:
Consumer segmentation.
Product positioning and branding.
Informal retail expansion plans.
Pricing and promotional strategies.
Sampling and sales activation approaches.
Distributor engagement models.
Customer retention initiatives.
Performance measurement indicators.
Route-to-market frameworks.
Implementation roadmap for future growth.
Distributor and Retail Network Development
Responsibilities include:
Identifying and recruiting distributors within urban informal markets.
Building strong relationships with wholesalers and retailers.
Designing distributor onboarding processes.
Testing innovative distribution models.
Recommending scalable market expansion strategies.
Consumer Engagement and Brand Activation
The Marketing Lead will oversee several market activation activities, including:
Product sampling campaigns.
Consumer awareness and education programs.
Community and estate activations.
Institutional product demonstrations.
Promotional campaigns and brand experiences.
Introduction of smaller product package sizes to new consumers.
These initiatives should drive:
Increased product awareness.
Higher consumer purchase intent.
Growth in first-time purchases.
Improved repeat purchase behavior.
Sales Team Supervision
The role includes technical oversight of seven sales promoters through:
Developing work plans.
Assigning territories.
Monitoring daily field activities.
Coaching and mentoring team members.
Reviewing individual performance.
Ensuring consistent brand messaging.
Documenting market feedback and insights.
Market Research and Intelligence
The Marketing Lead will establish systems to monitor and analyze:
Consumer purchasing behavior.
Price sensitivity trends.
Customer preferences.
Distributor performance.
Sales performance by channel.
Repeat buying patterns.
Competitor activities and market trends.
Capacity Building and Knowledge Transfer
To ensure sustainable growth, the successful candidate will:
Mentor internal staff members.
Document marketing processes.
Develop standard operating procedures (SOPs).
Support relationship-building initiatives.
Transfer technical knowledge to internal teams.
Ensure continuity after project completion.
Expected Deliverables
The Marketing Lead is expected to deliver:
Urban Consumer Acquisition Strategy.
Two-to-Three-Year Urban Informal Market Strategy.
Distributor Engagement Framework.
Sales Promotion and Activation Plan.
Sampling and Promotional Campaign Calendar.
Consumer Research and Market Intelligence Reports.
Comprehensive Final Project Report.
Marketing toolkit containing messaging, promotional materials, and field guidelines.
Key Performance Indicators (KPIs)
Performance will be measured based on:
Successful completion and adoption of the urban market strategy.
Number of distributors and retailers engaged.
Successful implementation of market activations.
Reach achieved through sampling campaigns.
Increased product visibility.
Improvement in customer purchase intent and repeat purchases.
Sales growth in targeted urban markets.
Quality and timeliness of market intelligence reports.
Effective transfer of skills to internal teams.
Delivery of all project outputs within six months.
Required Qualifications
Applicants should possess:
A Bachelor's degree in Marketing, Business Administration, Commerce, Agribusiness, or a related discipline.
At least five years of experience in FMCG marketing, market development, or commercial strategy.
Proven experience marketing products to low-income consumer segments.
Experience working within Kenya's informal retail sector.
Strong knowledge of distributor and wholesaler networks.
Hands-on experience managing consumer activation and sampling campaigns.
Excellent analytical, research, and project management skills.
Strong communication and stakeholder engagement abilities.
Preferred Qualifications
The following experience will be an added advantage:
Experience in nutritious food products.
Background in agriculture, SMEs, or social enterprises.
Experience working in mission-driven or impact-focused organizations.
Why Consider This Opportunity?
This position offers an opportunity to shape long-term urban market strategies, influence consumer behavior, and contribute to sustainable business growth while working closely with diverse stakeholders across Kenya's urban markets.
Application Deadline
26 July 2026
