Head of Marketing East Africa
To lead, develop and execute market-based strategies and tactics for Kenya and export markets, that will deliver on the company business objectives.
Marketing vision & strategy: Develop the Marketing vision and strategy for the business in Kenya. Define portfolio and category segmentation and differentiation for the business and develop portfolio and category strategies in line with the agreed segmentation and differentiation. Develop marketing strategies and programs which deliver business targets, build the long-term equity/value of the brands portfolio and optimize return on marketing expenditure.
Marketing execution: Ensure the proper and effective administration and field execution of brand marketing activities and events.
Marketing insight: Use consumer insight to develop strategies with which the Company can benefit from growth opportunities and handle risks to its business. Monitor developments and trends in the business environment, especially the target sectors/channels, analyzing their impact on Company brands and developing appropriate response strategies. Oversee the gathering of market intelligence and brand performance information.
Competitor monitoring: Track competitor activities and develop appropriate response strategies to protect/enhance the market position of Company brands.
Budget: Define marketing expenditure requirements to meet business goals and ensure proper allocation across brands and programs. Oversee the portfolio marketing budget to ensure deployment against agreed programs and implement corrective actions to optimize brands contribution.
People development: Guide and develop the Marketing team, including performance management, recruitment and coaching initiatives, to achieve the business strategy and goals. Manage the functional structure; create and manage succession planning within the team. Supervise the management of third-party agencies and suppliers, ensuring regular performance reviews are conducted and addressing performance issues as they arise.
New product development: Identify profitable new brand/product opportunities for the brands portfolio in Kenya; work with the Project Management Office to prioritize and champion new brand/product development programs.
Results: Preparation of annual integrated marketing plans to deliver business targets. Establish goals across all areas of the marketing mix, with measures, tracking processes and reporting of the effectiveness of marketing strategies and programs. Ensure best practice for all marketing and specialist processes. Deliver category and brand profitability goals, based on consumer-led marketing activities and optimum pricing strategies. Lead and develop the capabilities of the Marketing team.
Financial scope: Responsible for optimizing portfolio volumes and marketing contribution to achieve business targets, portfolio & brand profitability
Quality Assurance Department
Regional Export Manager
Group Creative Director
Group Category Directors
Market research agencies
Bachelor’s degree and postgraduate qualification in Sales / Marketing if the first degree is not in a related field. MBA would be an advantage.
8-10 years’ work experience in the Sales / Marketing function, preferably FMCG, with at least 4 years at senior management level.
An added plus would be regional experience and an ability to speak French (not mandatory)
Knowledge & Skills:
Consumer insight generation
Strategic planning & decision-making
Development & execution of programs across the marketing mix
New product development process
Managing budgets and evaluating financial impact
People management and capability-building
Third-party supplier management
Research techniques & tools
Microsoft Office suite – Word, Excel and PowerPoint
Negotiation, Selling to Customer Needs, Motivation for Sales, Sales
Planning, Building Relationships, Coaching, Managing Processes, Market Knowledge
Self-motivated & proactive
Manages relationships & able to assimilate a range of different viewpoints in decision-making
Persuasive and articulate – verbal and written
Able to provide objective rationales in planning & decision-making