Role Overview
This position diverges from conventional office-based marketing responsibilities.
The ideal candidate will enhance Picana’s market presence by driving robust trade execution, dynamic activations, strategic merchandising, prominent chilled visibility, and targeted field marketing initiatives to maximize commercial impact.
This position demands a strong field-oriented professional with in-depth expertise in FMCG beverage execution, route-to-market strategies, retail visibility optimization, and consumer behavior analysis.
Oversee a range of critical duties encompassing strategic planning, operational execution, and performance evaluation to ensure organizational objectives are met. Collaborate with cross-functional teams to align projects with company goals, fostering innovation while maintaining accountability for results. Monitor key performance indicators to assess progress, identify areas for improvement, and implement corrective actions as needed. Prepare and present detailed reports to stakeholders, highlighting achievements, challenges, and strategic recommendations. Lead initiatives that enhance efficiency, productivity, and overall business growth while adhering to industry best practices and compliance standards.
Crafting impactful brand presence in retail spaces and executing strategic trade marketing initiatives, this role demands expertise in optimizing product visibility and driving sales through effective in-store execution. You will collaborate closely with retail partners to ensure seamless implementation of promotional activities, merchandising strategies, and point-of-sale materials, while analyzing market trends and performance data to refine our approach. The ideal candidate will possess a strong background in trade marketing or retail operations, along with proficiency in data-driven decision-making and stakeholder management. Key responsibilities include developing and executing go-to-market plans, managing retail execution teams, and measuring campaign effectiveness to maximize return on investment. Excellent communication and negotiation skills are essential to align cross-functional teams and secure buy-in from key retail decision-makers.
Enhance retail presence across a diverse range of venues, including supermarkets, petrol stations, kiosks, cafés, gyms, beaches, and hospitality establishments.
Enhance and maintain the organization, accessibility, and visual appeal of refrigeration units, shelf arrangements, merchandise displays, and point-of-sale areas to ensure optimal customer engagement and operational efficiency.
Design and implement in-store promotional campaigns and retail engagement initiatives to drive customer interest and boost sales.
Perform routine inspections of retail outlets to evaluate product visibility, inventory turnover, competitor actions, and adherence to operational standards.
Collaborate effectively with distributors and sales teams to enhance product off-take and expand market reach.
Brand Execution & Activations involve strategically implementing and overseeing marketing initiatives to enhance brand visibility, engagement, and consumer connection. This role requires a keen understanding of brand positioning, consumer insights, and market trends to develop and execute impactful activation campaigns. Responsibilities include collaborating with cross-functional teams to align brand strategies with business objectives, designing and managing experiential marketing events, creating promotional materials, and analyzing campaign performance to optimize results. A strong background in marketing, project management, and data-driven decision-making is essential, along with excellent communication and leadership skills to drive cohesive brand experiences.
Plan, organize, and oversee sampling initiatives across various channels, including beach promotions, supermarket demonstrations, sporting event sponsorships, and community gatherings.
Coordinate the strategic placement of branded coolers and chillers to maximize brand visibility and market reach. Identify high-traffic locations and secure partnerships with retailers or event organizers to ensure optimal positioning. Monitor placement performance, track engagement metrics, and report findings to stakeholders to refine future placements. Ensure all units adhere to brand guidelines and maintain a consistent, professional appearance.
Design grassroots marketing initiatives with the primary aim of enhancing brand visibility and encouraging product trial among target audiences.
Deliver a unified and high-standard execution consistently across every consumer-facing interaction to maintain brand integrity and customer satisfaction.
Our role involves overseeing social media platforms and managing content strategy to ensure consistent brand messaging and engagement. This includes planning, creating, and scheduling posts, monitoring performance metrics, and collaborating with cross-functional teams to align content with marketing objectives. Additionally, the position requires staying updated on industry trends, analyzing audience insights, and adjusting strategies as needed to optimize reach and impact.
Develop and oversee the production of diverse social media content, encompassing reels, lifestyle photography, product shoots, hospitality-focused materials, and on-site field activity coverage.
Maintain uniformity in brand communications and visual representation across all channels.
Collaborate with external designers, photographers, and creative agencies as needed to ensure cohesive project execution.
We are seeking a seasoned professional to drive and enhance commercial performance through strategic planning and execution. The ideal candidate will possess a strong analytical mindset, exceptional problem-solving skills, and a proven track record of achieving measurable results in a dynamic business environment. Responsibilities include identifying growth opportunities, optimizing revenue streams, and collaborating with cross-functional teams to implement data-driven strategies. Proficiency in financial modeling, market analysis, and performance tracking tools is essential, along with the ability to translate complex data into actionable insights. A bachelor’s degree in business, finance, or a related field is required, and prior experience in a similar role is highly preferred.
Analyze off-take patterns and deliver actionable insights regarding market conditions.
Track SKU performance and outlet-level sales activity
Identify avenues for expansion within retail and hospitality, food, and beverage channels.
To design and implement strategies aimed at enhancing repeat purchases and fostering deeper consumer engagement.
Requirements
Experienced candidates are highly desired, with a focus on those who have prior involvement in similar roles. A minimum of three years of relevant work experience is typically required, along with a proven track record of achieving measurable results in past positions. Familiarity with industry-specific tools, software, or methodologies is often necessary, and prior exposure to relevant regulations or standards is advantageous. Exceptional problem-solving skills and the ability to collaborate effectively within a team are also essential criteria for consideration.
With a minimum of three to over seven years of hands-on experience in the fast-moving consumer goods (FMCG) sector, specifically within beverages, dairy, alcoholic products, energy drinks, or other consumer-focused brand categories, you are well-positioned for success in this role.
Demonstrates a solid grasp of trade marketing principles and strategies for effective retail execution.
Experience working with supermarkets, distributors, petrol stations, and horeca channels
Demonstrated expertise in successfully implementing activation initiatives and visibility campaigns is required.
Candidate Profile
We seek an individual who possesses the following qualifications:
Highly motivated and results-driven professional with a strong focus on execution and achievement.
Commercially driven with a strong bias for results and measurable outcomes.
Experienced in dedicating substantial periods to active market engagement, ensuring thorough analysis and strategic decision-making throughout extended market involvement.
Driven by a deep enthusiasm for consumer brands and the strategic enhancement of retail visibility, this role seeks an individual committed to elevating brand presence and market engagement in the retail space.
Skilled in cultivating and maintaining professional relationships, along with adeptly coordinating field operations.
Creative but practical
We are seeking a results-driven professional to oversee and enhance the Key Performance Indicators (KPIs) that drive business success. The ideal candidate will analyze, monitor, and report on KPI trends, identifying areas for improvement and opportunities to optimize performance. Proficiency in data-driven decision-making, strong analytical skills, and experience with KPI tracking tools are essential for this role. Additionally, the candidate should possess excellent communication abilities to present insights and recommendations to stakeholders. Collaboration with cross-functional teams will be necessary to implement strategies that align KPIs with organizational goals.
Chilled outlet presence is projected to expand significantly, reflecting a robust growth trajectory in this sector. This expansion will necessitate a strategic focus on identifying and securing high-potential locations to bolster market penetration and enhance brand visibility. The initiative will require meticulous market analysis, stakeholder engagement, and seamless coordination with internal teams to ensure alignment with broader business objectives. Additionally, performance metrics will be monitored closely to assess the impact of this growth strategy and make data-driven adjustments as needed.
Enhancing retail presence through strategic visibility initiatives and optimized product placement remains a critical focus, ensuring merchandise stands out effectively on shelves.
We are experiencing a rise in the volume of purchased goods and recurring customer orders.
Successful execution of activations and campaigns
Expansion of horeca and modern trade visibility
Maintaining cohesive brand messaging and visual identity across all customer interactions and marketing channels is essential.
Why Join Us?
Opportunity to help modernize and grow an authentic Kenyan beverage brand
A robust infrastructure for manufacturing and fruit processing operations is already established.
Significant growth potential across retail and hospitality channels
Seize the chance to guide the strategic trajectory of a distinguished coastal heritage brand.
Professional candidates are invited to submit their curriculum vitae along with a concise introductory letter to HR@millyfruits.com.
Qualifications
BA/BSc/HND
Experience Required
3 - 7 years
