Brand Executive – Beer

Job Description

About the Company

Kenya Wine Agencies Limited (KWAL) was incorporated in 1969 and over the years KWAL has become a leading East African beverage champion in the manufacturing, exporting and importation of a wide range of alcoholic and non-alcoholic beverages. KWAL is a HEINEKEN OpCo.

Job Summary

This position is responsible for supporting the development and execution of brand strategies for KWAL’s brands. This role involves working closely with cross-functional teams to ensure the effective implementation of marketing plans that drive brand growth and achieve business objectives.

Key Duties and Responsibilities

Support in Formulation and Execution of Brand Strategies

• Conduct market research to understand the market landscape, including consumer trends, competitive analysis, and emerging opportunities.
• Support the development of clear and differentiated brand positioning strategies that resonate with target consumers and align with KWAL’s overall portfolio vision.
• Help segment the market to identify target consumer groups and tailor marketing strategies accordingly.

Market Analysis and Consumer Insights

• Analyse market trends to identify patterns, opportunities, and threats within the alcohol market.
• Study consumer behaviour and preferences to understand the factors influencing purchase decisions.
• Assist in designing and conducting consumer research studies to gather data on preferences, attitudes, and behaviours related to alcoholic drinks consumption.
• Analyse consumer data to generate insights that support brand strategy and product development.
• Help identify distinct consumer segments and develop detailed profiles to understand their specific needs and preferences.
• Monitor industry trends and consumer behaviour shifts to anticipate changes in the market.

Brand Performance Tracking & Improvement

• Track brand performance across different KPIs (numeric distribution, ROS, market share) and consumer drivers
• Translate brand performance insights into actionable activities, provide recommendations to the different business stakeholders and identify areas of improvement
• Present brand performance metrics and insights at different business levels

Educational Qualifications, Skills, and Experience Required

• Bachelor degree in Marketing or a business-related field.
• Membership to a relevant professional body will be an added advantage.
• At least 3 years’ experience in FMCG 
• Experience in Project management
• Proficient in managing and building brands, with a deep understanding of brand positioning, equity, and architecture.
• Skilled in designing and conducting market research studies, analysing data, and deriving actionable insights.
• Knowledgeable in the product development process, from ideation to launch, ensuring products meet consumer needs and quality standards.
• Experienced in digital marketing strategies and tools, including social media, SEO/SEM, email marketing, and content creation.
• Ability to translate consumer insights into strategic recommendations that drive brand growth and innovation.
• Proficient in analysing complex data sets to identify trends, patterns, and insights that inform business decisions.
• Strong interpersonal skills and the ability to work effectively with cross-functional teams and external partners.
• Ability to think creatively and innovatively, developing unique solutions to business challenges.
• Understanding of sales and distribution channels, with the ability to develop strategies that maximise market penetration.
• Strong Microsoft office skills, with PowerBI a plus
• Exhibits a creative mindset, constantly seeking new ways to improve products, processes, and consumer experiences.
• Shows a strong understanding of the business environment, with the ability to make decisions that drive commercial success.
• Possesses excellent communication skills, capable of conveying ideas and information clearly and persuasively..
• Puts the consumer at the heart of decision-making, ensuring that their needs and preferences are always considered.
• Thinks strategically, considering the long-term implications of decisions and actions.