About MOBY Afghanistan

Founded in 2003 MOBY GROUP operates in South & Central Asia, the Middle East and Africa. Headquartered in Dubai, the group employs over 1,200 individuals across 16 businesses. MOBY has been widely recognized for its role in bringing news and entertainment to underserved populations. It serves over 300 million people through its activities in broadcasting, digital & online, production, strategic communications, publishing, music, sports and research. MOBY’s local-language content in English, Farsi, Pashto, Hindi, Arabic and Amharic spans a range of genres including dramas, reality television, lifestyle and music shows, sports, news & current affairs and children’s programs. For more information please visit our website www.mobygroup.com

Job Summary

Quqnoos Investment is entering Afghanistan's FMCG sector through a national brand strategy, leveraging its portfolio: Moby's mass media platform and MOAM Logistics distribution network, in partnership with global and domestic manufacturers.

Duties & Responsibilities

Phase 1: Market Analysis (4 weeks)

Conduct a comprehensive Afghanistan FMCG market analysis:

• Market value and volume by category

• Existing big brands (domestic and international)

• Competitive landscape and market share analysis

• Consumer behavior, price sensitivity, and purchasing patterns

• Distribution networks, retail structure, and logistical issues

• Supply chain and logistics feasibility

• Import regulations and trade dynamics

• Price vs. quality dynamics

• Domestic vs. imported products comparison

Phase 2: Product Selection (4 weeks)

Long-list and short-list high-potential FMCG products for market entry:

• Primary focus: Dairy products (UHT milk, cheese, butter, yogurt, ice cream)

• Secondary focus: Beverage products (bottled water, juices, carbonated drinks)

• Tertiary focus: Personal care & baby products (diapers, shampoo, baby milk)

Evaluate products based on:

• Market size and profitability potential

• Competitive intensity and entry barriers

• Supply chain and logistics feasibility

• Alignment with Moby and MOAM capabilities

Phase 3: Go-to-Market Strategy (4 weeks)

Define partnership models with manufacturing and distribution partners.

Design a comprehensive go-to-market strategy:

• Distribution channel strategy leveraging MOAM Logistics

• Pricing and positioning strategy

• Brand ownership structures (co-ownership vs. sole ownership)

• Marketing strategy utilizing Moby's media platform

• Revenue-sharing models

• 3-year financial projections and risk mitigation plans

Deliverable: Go-to-Market Strategy + Business Model Framework

Phase 4: Go-to-Market Proof of Concept (3 months, if contract extended)

• Lead pilot launch with selected products and selective customers

• Execute go-to-market strategy in defined geography (Kabul and/or selected provinces)

• Manage partnerships with manufacturers and distributors

• Monitor and evaluate pilot performance against KPIs

• Provide weekly progress reports and recommendations

Job Requirements

• 5+ years FMCG experience in product management, sales, marketing, market entry, or business development

• Deep knowledge of: dairy products, beverages, cooking oil, personal/home care

• Understanding of private label, co-packing, and distribution models

• Proven track record in partnership negotiations and market entry strategies

• Strong financial modeling and business case development skills

• Experience leading pilot launches and proof of concept initiatives

Desirable:

• Experience with media-driven marketing campaigns

• Familiarity with logistics and distribution networks

• MBA or advanced degree in Business/Marketing

• Direct experience with regional FMCG sector (Iran, Pakistan, Central Asia, UAE)

• Fluency in Dari/Pashto, English, and Farsi

4. WORKING ARRANGEMENTS

• Engagement: Full-time consultant (5 days/week)

• Initial Term: 3 months (Phases 1-3)

• Extension: Up to 6 months to lead proof of concept with selected products, with potential to lead the business for Quqnoos

• Travel: Regional travel to partner countries; Afghan provinces for market research and pilot execution

• Reporting: Weekly to BD Manager; Bi-weekly to Business Committee

• Confidentiality: NDA required before engagement

Submission Guideline

Please send your CV and a brief cover letter to jobs@mobygroup.com. We kindly request that you submit all documents in PDF format and ensure that the document title includes your first and last name, as well as the specific position or vacancy you are applying for.

Functional Area

Sales/Marketing

Countries

Afghanistan

Provinces

Kabul

Submission Email

jobs@mobygroup.com