Marketing Manager, Nigeria

4 weeks ago

Lagos, Nigeria BIC Nigeria Full time

Job Summary

  • The Manager Marketing Nigeria oversees and holds ultimate responsibility for the development and deployment of a fully integrated Marketing Strategy in the country. He/She manages the Human Expression Stationery, Flame for Life Lighters and Blade Excellence Shavers categories in their entirety within the Nigerian market.
  • Working closely with the General Manager Nigeria, the Manager Marketing MENAWACA, and the local Marketing teams, he/she effectively orchestrates all Marketing efforts. This includes shaping and implementing brand strategy; understand the market and consumers, engage the consumers and customers, design a strategy on product offering and positioning on both BIC and Lucky Stationery… creating demand for BIC products all within a budget, and with close follow-up of Marketing-relevant KPIs.
  • The Manager Marketing Nigeria will also have to work closely with Sales, Finance and Supply & Deliver teams to achieve Business Objectives and help LSNL entity create consumers connections: bring simplicity and joy to everyday life

Main Responsibilities / Tasks

  • Manages a winning Brand Portfolio, covering all channels and delivering Revenue Growth Management KPIs.
  • Develops an in-depth understanding of the Nigerian market, BIC categories, consumers, and their expectations.
  • Develops comprehensive Marketing Plans and Strategies for the Nigerian market and oversees their implementation in the 3 categories BIC operates in, Human Expression, Flame for Life and Blade Excellence.
  • Works closely with MENAWACA Marketing HQ to develop a strategy that is synergized to MEA and the Group priorities and representative of the Nigerian market.
  • Builds a Lucky Stationery / BIC dual brand strategy.
  • Helps define Lucky Stationery Brand Vision, Brand Strategy, and the main growth drivers and shapes the Innovation Brand Pipeline with a long-term vision and consumer-centric mindset.
  • Develops new packaging for the new Lucky Stationery products as and when applicable.
  • In co-ordination with MENAWACA and MEA Marketing Managers, leads the CMI Consumer & Market Understanding and detects insights and new brand opportunities taking into consideration the business needs and the Categories development.
  • Defines the Brand Communication ATL & BTL and Digital Strategy in collaboration with external partners / agencies to build brand equity and boost brand awareness on both new and existing products in the 3 categories.
  • Defines Trade Marketing Priorities and Promotional Calendar Initiative Master Plans in collaboration with the Trade Marketing and Sales Teams.
  • Coordinates marketing efforts and cost-effective strategies to ensure that marketing spend is within budget, and that all marketing plans are executed on time. Closely supervises budget to support financial objectives for BIC in Nigeria.
  • Coordinates Marketing Strategies with cross functional teams Sales, Finance, Supply & Delivery, Communication… as well as the MENAWACA & MEA Marketing Managers.
  • Plays a leadership role in talent management 2 direct reports for now; develops the Marketing team capabilities and leads them in their value-creation journey through implementing plans that maximize sales, profit, and growth.

Key Performance Indicators

  • Achievement of Stationery, Lighters and Shavers Net Sales and GP%; Growth vs. RF01.
  • Volume and Value Market Share growth.
  • Successful and timely implementation of the Marketing Plans by category.
  • Results and ROI of key ATL including Digital & BTL Marketing initiatives measured against expected results.
  • CMI Consumer & Market Understanding deployment and ROI.
  • P&L Responsibility – Brand Support budget management, Managing spend in-line with budget.
  • Marketing Team Capabilities building.
  • Effective Cross-functional collaboration with key functions to ensure delivery of objectives.

Qualifications
Knowledge, Skills, Competencies
R= Required D= Desired
Simple Criteria

  • R- 8+ years of Marketing experience in FMCG company as Marketing Manager /Director or Group Product Manager
  • R- Marketing degree / diploma or equivalent - BAC+5, advanced degree preferred.
  • R- Speaks fluent English.
  • D- Speaks other Nigerian Spoken languages.
  • D- Some customer-facing experience would be beneficial.
  • R- Proficient in the use of MS Office including intermediate/advanced Word, Excel, and PowerPoint
  • R- Excellent verbal and written communication skills
  • R- Cross-Cultural team management experience
  • R- Management of external agencies creative, media, research agencies

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