Marketing Manager

MAIN PURPOSE OF THE JOB

To develop, implement and manage marketing strategies, brand communication, promotional campaigns, trade marketing initiatives, customer engagement activities and market development programmes that strengthen the company’s brand presence, support sales growth, improve customer awareness, enhance product visibility and contribute to sustainable business performance.

DESCRIPTION OF TASKS / PROCESSES AND OPERATIONS

• Key Result Areas and Related Activities

• Key Deliverables

• Final Approval

• 1. Marketing Strategy and Planning

• 1.1 Develops and implements the annual marketing plan in line with the approved Sales and Marketing strategy and company business objectives.

• Approved annual marketing plan. Marketing activity calendar.

• Executive: Sales and Marketing

• 1.2 Translates sales growth objectives into practical marketing campaigns, customer engagement initiatives, trade promotions and brand visibility activities.

• Campaign plans. Trade marketing plans.

• Executive: Sales and Marketing

• 1.3 Identifies target markets, customer segments, product categories and priority channels requiring focused marketing support.

• Target market analysis. Segment plans.

• Executive: Sales and Marketing

• 1.4 Recommends marketing priorities, campaign themes, promotional activities and communication approaches to support business growth.

• Marketing recommendations. Campaign proposals.

• Executive: Sales and Marketing

• 2. Brand Management and Corporate Image

• 2.1 Manages the company’s brand identity, visual presentation and marketing communication standards.

• Approved brand standards. Consistent brand application.

• Executive: Sales and Marketing

• 2.2 Ensures that all marketing materials, adverts, digital content, promotional materials and customer communication are aligned to approved brand guidelines.

• Brand-compliant marketing materials.

• 2.3 Reviews and approves graphic design outputs before submission for final approval or publication.

• Approved design drafts. Quality-controlled artwork.

• Executive: Sales and Marketing

• 2.4 Monitors customer and market perceptions of the company’s brand and recommends corrective or strengthening actions.

• Brand perception reports. Improvement actions.

• Executive: Sales and Marketing

• 3. Campaign and Promotion Management

• 3.1 Designs and implements approved promotional campaigns, customer activations, product launches and trade marketing programmes.

• Campaign execution reports. Promotion plans.

• Executive: Sales and Marketing

• 3.2 Coordinates promotional activities with Sales Managers, Merchandising Manager and relevant operational teams.

• Integrated campaign execution. Cross-functional plans.

• 3.3 Ensures that promotional campaigns are properly briefed, implemented, monitored and evaluated.

• Campaign briefs. Monitoring reports. Evaluation reports.

• Executive: Sales and Marketing

• 3.4 Reviews campaign effectiveness against sales uplift, customer reach, brand visibility, customer engagement and return on investment.

• Campaign performance reports. Marketing ROI reports.

• Executive: Sales and Marketing

• 4. Trade Marketing and Customer Support

• 4.1 Develops trade marketing initiatives that support key accounts, retailers, wholesalers and regional sales teams.

• Trade marketing plans. Customer support plans.

• Executive: Sales and Marketing

• 4.2 Provides marketing support for customer promotions, in-store campaigns, trade displays and sales activations.

• Trade promotion reports. In-store activation records.

• 4.3 Works with the Merchandising Manager to ensure that promotional material is effectively placed and maintained at outlet level.

• POS placement reports. Promotion compliance reports.

• 4.4 Supports Key Account Managers and Sales Managers with customer-specific marketing proposals and promotional presentations.

• Customer marketing proposals. Presentation packs.

• Executive: Sales and Marketing

• 5. Digital Marketing and Communication

• 5.1 Manages the company’s digital marketing presence across approved platforms and communication channels.

• Digital marketing calendar. Online engagement reports.

• Executive: Sales and Marketing

• 5.2 Oversees development of social media content, digital adverts, customer communication and campaign messaging.

• Approved digital content. Campaign messages.

• 5.3 Monitors digital campaign performance, audience engagement and customer feedback.

• Digital performance reports. Engagement analytics.

• Executive: Sales and Marketing

• 5.4 Ensures that digital communication is professional, accurate, brand-aligned and approved before publication.

• Approved digital communication. Reduced communication errors.

• Executive: Sales and Marketing

• 6. Market Research and Consumer Insights

• 6.1 Conducts and coordinates market research to understand customer needs, competitor activity, consumer behaviour and product opportunities.

• Market research reports. Consumer insight reports.

• Executive: Sales and Marketing

• 6.2 Collects feedback from sales teams, merchandisers, promoters, customers and trade outlets to inform marketing decisions.

• Market feedback reports. Field insight reports.

• 6.3 Analyses competitor advertising, promotions, pricing visibility, product positioning and customer engagement activities.

• Competitor analysis reports.

• Executive: Sales and Marketing

• 6.4 Recommends marketing actions based on research findings and market intelligence.

• Insight-based recommendations.

• Executive: Sales and Marketing

• 7. Promotional Material and Creative Production

• 7.1 Supervises the Graphic Designer in producing adverts, flyers, catalogues, banners, point-of-sale material, digital artwork and other creative outputs.

• Creative workplans. Completed design outputs.

• 7.2 Ensures that all artwork, promotional material and marketing collateral are accurate, professional and aligned to brand standards.

• Quality-controlled collateral.

• Executive: Sales and Marketing

• 7.3 Coordinates production, printing, distribution and control of approved promotional materials.

• Production schedules. Distribution records.

• Executive: Sales and Marketing

• 7.4 Ensures proper record keeping and accountability for marketing assets and promotional materials.

• Marketing asset register. POS stock records.

• 8. Promoter and Activation Management

• 8.1 Plans and coordinates promoter activities for campaigns, product activations, launches and customer engagement events.

• Promoter deployment schedules. Activation plans.

• Executive: Sales and Marketing

• 8.2 Ensures that promoters are properly briefed on product information, campaign objectives, customer engagement standards and reporting requirements.

• Promoter briefing records. Product briefing notes.

• 8.3 Monitors promoter attendance, conduct, productivity and campaign performance.

• Promoter attendance records. Activation reports.

• 8.4 Reviews promoter feedback and uses it to improve future campaigns and customer engagement activities.

• Promoter feedback reports. Improvement actions.

• Executive: Sales and Marketing

• 9. Events, Launches and Brand Activations

• 9.1 Plans and implements company events, product launches, trade shows, exhibitions, customer days and brand activations.

• Event plans. Activation reports.

• Executive: Sales and Marketing

• 9.2 Coordinates event logistics, branding, materials, promoters, customer invitations and post-event reporting.

• Event execution checklist. Post-event report.

• Executive: Sales and Marketing

• 9.3 Ensures that events are delivered within approved budgets, timelines and brand standards.

• Budget compliance. Timely event delivery.

• Executive: Sales and Marketing

• 9.4 Reviews event effectiveness against attendance, customer engagement, sales leads, brand exposure and business outcomes.

• Event evaluation reports.

• Executive: Sales and Marketing

• 10. Marketing Budget and Cost Control

• 10.1 Prepares input into the annual marketing budget in line with the approved Sales and Marketing plan.

• Marketing budget input.

• Executive: Sales and Marketing / Finance

• 10.2 Monitors marketing expenditure against approved budgets and ensures proper cost control.

• Budget variance reports.

• Executive: Sales and Marketing / Finance

• 10.3 Reviews quotations, supplier proposals, campaign costs and promotional expenditure before recommending approval.

• Cost comparison reports. Supplier recommendations.

• Executive: Sales and Marketing

• 10.4 Ensures that marketing spend is commercially justified and linked to measurable business outcomes.

• ROI reports. Cost justification reports.

• Executive: Sales and Marketing

• 11. Supplier, Agency and Service Provider Management

• 11.1 Sources and manages relationships with approved marketing suppliers, agencies, printers, media partners and event service providers.

• Supplier database. Service provider records.

• Executive: Sales and Marketing / Procurement

• 11.2 Briefs suppliers and agencies on approved marketing requirements and expected deliverables.

• Supplier briefs. Approved scopes of work.

• Executive: Sales and Marketing

• 11.3 Reviews supplier outputs for quality, accuracy, timeliness and value for money.

• Supplier performance reports. Quality review records.

• 11.4 Ensures that marketing suppliers comply with company procurement, approval and payment procedures.

• Procurement-compliant records.

• Finance / Procurement

• 12. People Management and Performance

• 12.1 Assigns duties and performance targets to the Marketing Officer, Graphic Designer and Promoters.

• Workplans. Signed performance targets.

• 12.2 Supervises, coaches and supports the marketing team to improve campaign delivery, creative quality, customer engagement and execution discipline.

• Coaching records. Improved team performance.

• 12.3 Reviews performance of direct reports and recommends development, corrective or disciplinary action where required.

• Performance review records. Development plans.

• Executive: Sales and Marketing / HR

• 12.4 Identifies training needs for the marketing team and liaises with HR for appropriate interventions.

• Training needs reports. Training plans.

• HR / Executive: Sales and Marketing

• 13. Internal Stakeholder Co-ordination

• 13.1 Liaises with Sales Managers to align campaigns with sales priorities, customer plans and regional performance needs.

• Integrated sales and marketing plans.

• 13.2 Liaises with the Merchandising Manager to align campaigns with in-store execution, displays and promotional visibility.

• Campaign execution alignment.

• 13.3 Liaises with Business Analyst to obtain campaign data, sales uplift reports and customer insights.

• Data-supported campaign reports.

• 13.4 Liaises with Finance, Procurement and Operations to support campaign costing, supplier engagement, logistics and stock availability.

• Cross-functional action plans.

• 14. Reporting and Management Information

• 14.1 Prepares weekly and monthly marketing reports for the Executive: Sales and Marketing.

• Weekly and monthly reports submitted on time.

• Executive: Sales and Marketing

• 14.2 Reports on campaign performance, promotional activity, brand visibility, digital engagement, customer feedback, budget utilisation and competitor activity.

• Comprehensive marketing dashboard.

• Executive: Sales and Marketing

• 14.3 Maintains accurate records of marketing activities, approvals, campaign costs, artwork, suppliers and promotional materials.

• Updated marketing records. Audit-compliant files.

• 14.4 Provides marketing input into Sales and Marketing review meetings.

• Marketing presentation packs. Action trackers.

• Executive: Sales and Marketing

• 15. Compliance, Governance and Risk Management

• 15.1 Ensures that marketing activities comply with company policies, approval procedures, budget requirements and brand standards.

• Compliance reports. Reduced policy breaches.

• Executive: Sales and Marketing

• 15.2 Ensures that public-facing communication is accurate, ethical and does not expose the company to reputational risk.

• Approved communication records. Reduced reputational risk.

• Executive: Sales and Marketing

• 15.3 Ensures that supplier engagements follow procurement and approval procedures.

• Procurement-compliant records.

• Procurement / Finance

• 15.4 Identifies marketing risks and recommends mitigation measures.

• Marketing risk register. Mitigation plans.

• Executive: Sales and Marketing

• 16. Any Other Related Duties

• 16.1 Performs any other related duties as assigned by the Executive: Sales and Marketing.

• Assigned duties completed accurately and timeously.

• Executive: Sales and Marketing

KEY DECISIONS MADE

• Decides on day-to-day marketing priorities and campaign execution activities.

• Decides on allocation of work to the Marketing Officer, Graphic Designer and Promoters.

• Decides on campaign content recommendations, creative direction and promotional execution approaches before final approval.

• Recommends marketing budgets, campaign plans, supplier options and promotional priorities for approval.

• Recommends corrective actions where marketing campaigns, promotional activities or brand execution fall below required standards.

SUPERVISORY CONTROLS

Supervision Received

Receives supervision from the Executive: Sales and Marketing through marketing plans, campaign reviews, budget reviews, performance reports, management meetings and regular operational discussions.

Supervision Given

Supervises the Marketing Officer, Graphic Designer and Promoters through work allocation, campaign briefings, creative reviews, field activation checks, performance reviews, coaching and reporting processes.

KEY CONTACTS AND PURPOSE

• External Contacts

• Advertising, media and creative agencies: to support campaign development, media placement and brand communication.

• Printers, signage suppliers and promotional material suppliers: to produce marketing collateral and point-of-sale material.

• Event organisers and activation partners: to support launches, activations, exhibitions and customer engagement events.

• Customers, retailers and trade partners: to support promotional execution and customer engagement.

• Market research providers: to obtain consumer insights and market intelligence where required.

• Internal Contacts

• Executive: Sales and Marketing: for direction, approvals, reporting and performance review.

• Sales Managers: for sales priorities, regional promotions, customer campaigns and trade support.

• Merchandising Manager: for in-store execution, promotional displays and brand visibility.

• Business Analyst: for market data, campaign performance and customer insights.

• Finance Department: for budget control, payment processing and cost reporting.

• Procurement: for supplier sourcing, quotations and procurement compliance.

• Operations, Warehousing and Logistics: for campaign support, stock availability and delivery requirements.

• Human Resources: for recruitment, discipline, training and performance management support.

PLANNING

• Annual marketing plan to be prepared in line with the Sales and Marketing planning cycle.

• Marketing activity calendar to be prepared and updated regularly.

• Campaign briefs to be prepared before campaign implementation.

• Weekly marketing activity reports to be submitted by the agreed deadline.

• Monthly marketing reports to be submitted by the agreed management reporting date.

• Promotional material production schedules to be planned in advance of campaign launch dates.

• Campaign evaluation reports to be submitted after completion of major campaigns or activations.

• Performance reviews for direct reports to be completed in line with company performance management requirements.

EDUCATION

The minimum formal school education required for the job is:

Degree in Business Studies.

POST-SCHOOL QUALIFICATIONS

• The minimum post-school qualifications required for the job are:

• A degree or diploma in Marketing, Business Management, Commerce, Communications, Digital Marketing, Brand Management or a related field.

• A postgraduate qualification in Marketing, Strategic Management, Business Administration or Brand Management is an added advantage.

• Professional training in digital marketing, brand management, campaign management, customer engagement, market research or trade marketing is an added advantage.

EXPERIENCE

• The minimum relevant experience required for the job is:

• At least five to seven years’ experience in marketing, brand management, trade marketing, promotions, digital marketing or customer engagement.

• At least three years’ experience supervising marketing staff, promoters, suppliers or campaign teams.

• Experience in FMCG, manufacturing, distribution, wholesale, retail or a high-volume trading environment is preferred.

• Demonstrated experience in planning and implementing marketing campaigns, promotions, events, activations and brand communication.

• Experience in managing creative outputs, marketing budgets, suppliers, promotional materials and campaign performance reports.

COMPETENCIES

• Marketing strategy and campaign management.

• Brand management and visual identity control.

• Trade marketing and promotional execution.

• Digital marketing and communication management.

• Market research and customer insight interpretation.

• Creative direction and quality control.

• Budgeting and cost control.

• Supplier and agency management.

• People supervision and performance management.

• Planning, organising and execution discipline.

• Written and verbal communication.

• Ethical judgement and reputational risk awareness.

• SUMMARY OF INDICATORS OF JOB SIZE IN THE ORGANISATION

• Overall leadership of the marketing function.

• Supervision of the Marketing Officer, Graphic Designer and Promoters.

• Development and implementation of marketing campaigns, promotions and activations.

• Protection and strengthening of the company’s brand image.

• Management of marketing budgets, suppliers and promotional materials.

• Provision of marketing reports and campaign performance insights.

• Alignment of marketing activities with sales, merchandising and business growth objectives.

HAZARDS AND SAFETY REQUIREMENTS

• The role involves office work, customer visits, store visits, event attendance, promotional activations and occasional travel. The incumbent is required to comply with company health, safety and security procedures.

• Wearing prescribed personal protective equipment when visiting warehouses, operational sites, loading areas or customer premises where required.

• Observing road safety requirements during business travel, customer visits and event attendance.

• Complying with customer site rules, event venue requirements and store safety procedures.

• Ensuring that promoters observe company and customer safety requirements during activations and promotional activities.