Marketing Manager

Job Summary

• The Marketing Manager will lead execution of marketing and brand strategies across the client’s entities to drive revenue, market share, and profitability. The role translates strategy into effective consumer, digital, and trade marketing initiatives while ensuring strong in-market execution. Working closely with Sales and cross-functional teams, the role oversees end-to-end campaign delivery, budget management, and brand consistency, while providing leadership to the Marketing team.

DUTIES & RESPONSIBILITIES:

Marketing & Brand Execution Leadership

• Translate brand and business strategies into clear, actionable marketing plans and ensure flawless execution across all consumer, trade, and digital touchpoints.
• Lead end-to-end delivery of integrated marketing campaigns, brand activations, and promotional programs across assigned categories.
• Ensure strong and consistent brand positioning, messaging, and visual identity across all channels and markets.
• Provide oversight and direction to the marketing team to ensure alignment and execution excellence at brand level.
• Co-lead the innovation and renovation strategy and funnel through market insights

Consumer & Market Activation

• Lead the design and execution of consumer engagement strategies to drive brand awareness, penetration, and loyalty.
• Oversee below-the-line (BTL), experiential marketing, and field activation programs to ensure strong market impact.
• Use consumer insights and market feedback to continuously refine activation strategies and improve effectiveness.

Digital & Media Execution

• Drive execution of digital marketing strategies across social media, digital platforms, influencer ecosystems, and e commerce channels.
• Ensure effective media planning, buying efficiency, and strong ROI on all digital and ATL campaigns.
• Manage external agencies to deliver high-impact, measurable, and data-driven digital campaigns aligned to brand objectives.

 Trade Marketing & Sales Alignment

• Ensure tight alignment between marketing and sales teams to deliver strong in-market execution and commercial outcomes.
• Lead the development and execution of trade marketing strategies including promotions, visibility, merchandising, and point-of-sale excellence.
• Support Sales teams in achieving distribution, volume, and revenue targets through impactful trade-driven initiatives.

Budget & Performance Management

• Manage marketing budgets across brands and categories, ensuring optimal allocation, discipline, and cost efficiency.
• Track and evaluate return on investment (ROI) for all marketing activities and recommend optimization actions.
• Deliver regular performance reporting on brand health, campaign effectiveness, and spend efficiency.

Market Intelligence, Insights & Innovation

• Monitor market trends, competitor activity, and consumer behavior to identify opportunities and threats.
• Leverage research, data analytics, and field intelligence to inform marketing strategy and execution decisions, including innovation and renovation of products and brands.
• Champion a data-driven culture within the marketing function to improve speed and quality of decisions.

Team Leadership & Capability Building

• Provide strong leadership and direction to the Brand Manager, Consumer Activation Lead, Digital Execution Lead, and Trade Marketing Manager.
• Drive performance management, coaching, and capability development to build a high-performing marketing team.
• Foster a culture of accountability, agility, creativity, and execution excellence.

Cross-Functional and External Collaboration

• Partner closely with Sales to ensure strong commercial alignment and effective market execution.
• Collaborate with Production to ensure product availability, quality, and timely launches. Work with Finance to ensure budget control, profitability tracking, and commercial discipline.
• Engage Procurement to ensure timely sourcing and delivery of marketing materials and services. Ensure seamless coordination across functions for timely and effective execution of campaigns and innovations.
• Partner, guide and manage external agencies, media houses and other stakeholders to ensure effective and optimum output

KNOWLEDGE, SKILLS, AND EXPERIENCE:

• Bachelor’s degree in marketing, Business Administration, Commerce, or a related field from a recognized institution.
• Professional certification in marketing or related fields is an added advantage, including but not limited to: CIM (Chartered Institute of Marketing), Marketing Society of Kenya (MSK) programs, digital marketing certifications, or other recognized professional marketing qualifications
• Minimum 5–7 years’ experience in FMCG marketing, preferably within a fast-paced, multi-brand environment
• Proven track record in brand management, marketing execution, and end-to-end campaign delivery
• Demonstrated success in leading integrated marketing campaigns across consumer, trade, and digital platforms
• Strong experience in managing cross-functional teams and external agency partners
• Exposure to both strategic planning and hands-on execution in-market