Marketing Manager

ROLE SUMMARY

As Marketing Manager, you would bear the end to end responsibility for the category and be the custodian of all the brand’s P&L and the brand/marketing team. You will be expected to develop consumer insight driven marketing strategies, which lead to superior integrated marketing plans. Build long and short term growth plans to deliver growth targets as per road map.   You will always stay on-top of and ahead of consumer trends and competitor landscape of the market, facilitating the mindset for developing strategic competitiveness. Your responsibilities will also include creating branding and through the line communication for specific marketing projects  in strong collaboration with the in-store team

This position focuses on the execution and coordination of marketing activities at the market as well as store level, requiring a hands-on approach to drive results while adhering to brand standards and guidelines. The Marketing Manager therefore must have experience setting strategies, building plans, and ensuring execution.

REPORTING TO : The Marketing Manager will report to the Marketing Director

KEY RESPONSIBILITIES:

1. Initiate and execute strategic marketing plans to deliver on company goals (Volume, Value & profitability);
   • Review and revise marketing programs to ensure the results.
   • Set up sales forecast and promotion target for each month promotions.
   • Develop business plan/ marketing strategy/ marketing calendar/ new product development.

2. Design effective and innovative integrated marketing campaigns across mediums like OOH, TV, Mobile, Print, Radio as well as Digital.
3. Drive the digital agenda in a highly volatile and competitive environment. Liaising with the digital & E-commerce marketing team to optimize our owned e-commerce platforms (OLO, mobile, app), performance media (display, affiliate, paid social, SEM, and others), and image-driving media (owned, display, social, etc.). Ensuring that the digital plan is connected to broader marketing plan and that brand principles are followed.
4. Conduct market research to  identify  target audiences and customer  needs and  develop targeted marketing campaigns accordingly as input to drive  brand positioning, product development, menu optimization, communication and media selection and allocation (digital and non-digital).
5. Create and manage marketing campaigns across various channels, including digital, social media, email, and events. 
6. Manage and  optimize  the marketing budget to maximize ROI and achieve marketing goals. Direct, develop, implement and evaluate effective promotion and advertising programs in cooperation with Advertising Agency. Ensure budgeting control on promotion and advertising expenditure.
7. Maintain good working relationship and coordination with Operations team, Purchasing and NPD  with a view to ensuring proper implementation of marketing plans consistent with the company-s short and long terms sales and profit growth objectives.
8. Monitor and  analyze  the performance of marketing campaigns using relevant metrics and make data-driven decisions to  optimize  results. Provide Marketing related Weekly, Monthly, Quarterly report to the Marketing and Operations Team.
9. Monitor sales performance, anticipates causes affecting performance, indicates magnitude of impact on sales and provide Management, Operation and Finance with attractive promotion campaign to raise sales volume. Responsible for pre & post analysis of all marketing activities report to GM and Operations Team.
10. Work with finance and purchasing team to conduct value analysis and ensure favourable COG ratio to sales through cost improvement projects. Continue competitor and pricing. Analysis and try to position our product at the accessible price to customers.
11. Maintain through surveys of reliable suppliers, quantitative and qualitative marketing information to help refine advertising and promotional strategies.

SKILLS REQUIRED:

• Manage projects seamlessly which are dependent on cross functions delivery.
• Demonstrated self-starter with the ability to deliver results within pre-determined timeframes. Strong levels of determination and initiative which will drive innovative thinking and growth.
• Strong ability to form effective working partnerships with functions, across functions and with external organizations in order to deliver results
• Innovation mind set and agile thinking to leverage on the new age technology.
• Balance of right and left brained, i.e. draws value from data and reveal the consumer behavior, efficacy of programs as well as look beyond the data and pick up trends and patterns that can lead to better marketing strategies.
• Understanding of the Nigerian retail environment, direct retail customer experience and digital marketing and/or branding experience preferred 

QUALIFICATIONS

• Minimum of 7 - 10 years of increasingly responsible marketing experience in FMCG/QSR industry or retail environment
• Experience developing and writing holistic marketing strategies
• Experience in consulting and P&L ownership is a plus
• Knowledge with multi-channel optimization of advertising spend –with an emphasis on digital know-how, product development, advertising development, agency management, sales analysis, and research
• Comfortable using data to provide sound factual recommendations
• Outstanding communication skills
• Proven ability to succeed when working in a collaborative, cross-functional team environment with a strong ability to build relationships that help drive the brand agenda.

ROLE INTERACTION

The incumbent will be required to interact with cross functional teams and external vendors to build synergy on delivery of the product.

Internal:

• Broader Marketing Team Digital & E-commerce
• Operations
• New Product Development
• Finance
• IT

External

• Advertising, Media and Research Agencies
• End Consumers

At Workforce Group, we go beyond narrowly defined client issues, beyond conventional wisdom, beyond the expected, to create opportunities for our clients, candidates, colleagues, collaborators, and community. Through a network of diversified but highly complementary lines of businesses we have helped some of the most important and exciting organisations on the continent find the critical talent, access cutting edge advice and get innovative support they require to grow in a challenging market.
We support businesses and organisations of varying size, structure and maturity across diverse sectors such as Technology, Telecoms, Oil & Gas, Financial Services, Third Sector, FMCG etc. to enhance business performance, optimise for growth and achieve exceptional results.