Purpose

This job exists to guard and maintain the KQ brand Integrity, drive Customer Preference and loyalty to grow brand love, analyse markets and propose strategies; implement those strategies through market research, product development and advertising while at the same time involving KQ in sustainable community development within the KQ network. Your product portfolio includes the full range of the KQ Brand and sub brands (KQ Pride, KQ Maintenance & Engineering, KQ holidays, KQ Charters among the others).

Manage brand and advertising by creating, overseeing, and promoting KQ brand, products, and services, to drive customer preference and loyalty thus generating increased revenue.

Responsibilities

Corporate Brand

Manage the KQ Brand across the product Portfolio (Brand Custodian)

Plan and execute brand look and feel to ensure consistency throughout KQ product Portfolio.

Implement and align the sustainability strategy to the brand and advertising strategy, positioning, and messaging, naming and collateral for new and existing products and services.

Direct media strategies and execution of plans thereof to ensure right Brand messages and understanding of KQ products and services by customers and other stakeholders.

Planning and executing periodic customer surveys to develop insights for business growth.

Develop and implement brand and advertising strategy, positioning, and messaging, naming and collateral for new and existing products and services.

Working closely with the Marketing & Communications team to ensure KQ brand presence within the regional markets including regular audits that ensure product and brand integrity in line with the brand manual/ standards.

 Products

Guides Brand application across the product range with clear support for IFE, Catering, Fleet and Duty free.

Recommend the nature and scope of present and future product lines by reviewing product specifications and requirements, appraising new product ideas and/or product or packaging changes.

Assesses market competition by comparing the company's product to competitors' products.

Obtains product market share by working with the Head of Marketing to develop product communication strategies.

Manages and executes new launch routes by developing time-integrated plans with sales, advertising, and production.

Work with the Company’s senior leadership and product/service management teams to define, launch and drive Kenya Airways’ next generation product solutions targeting various consumer segments. 

 ​​​​​​​​​​​​​​Budgetary control & Strategic Communication

Develop annual global Brand & Sustainability cost centre budgets.

Monitor and control the individual cost centre budget.

Seek partnerships that will ensure efficient budgetary utilization.

Prepare and implement brand/advertising budgets as well as monitor to ensure expenditure is in line with the company business plan.

Strategic positioning of KQ Brand in the regions

Brand management & visibility across retail network wide

Regional media influencing and brand endorsement.

Corporate Event Management - leverage to communicate the brand in the region.

Corporate Partnerships management.

Stakeholder Management

Work closely with research, marketing & communication to execute research that will help understand how to handle competition. SOV, Brand Health & Brand Awareness

Hold regular meetings and 1:1 with Regional/Country Managers and GSA to exchange ideas as well as corporate direction and expectations in relation to marketing.

Jointly with Marketing and Communication Manager identify & implement Sustainability initiatives within the network in line with the KQ focus areas.

Skills

Excellent negotiation, communication interpersonal and people skills

Excellent organizational, planning and analytical skills

Good knowledge of Marketing operating environment

Good knowledge of international parameters affecting marketing

Strong proficiency in use of IT

Qualifications

Bachelor’s degree in marketing/ business studies/communications

Membership/Certification – Relevant Marketing Societies

CIM Accreditation

7 years’ experience in a dynamic market environment

Experience in handling this vast market is an added advantage