Marketing Manager, Nigeria

4 weeks ago

Lagos, Lagos, Nigeria BIC Nigeria Full time

Job Title: Manager Marketing Nigeria

Summary: Develop and deploy integrated marketing strategies for the Nigerian market, overseeing the Human Expression, Flame for Life, and Blade Excellence categories.

The Manager Marketing Nigeria is responsible for shaping and implementing brand strategy, understanding the market and consumers, engaging consumers and customers, and designing a strategy on product offering and positioning for BIC and Lucky Stationery products. This role requires close collaboration with the General Manager Nigeria, Manager Marketing MENAWACA, and local Marketing teams to achieve business objectives and create consumer connections.

Main Responsibilities:

  • Manage a winning brand portfolio, covering all channels and delivering revenue growth management KPIs.
  • Develop an in-depth understanding of the Nigerian market, BIC categories, consumers, and their expectations.
  • Develop comprehensive marketing plans and strategies for the Nigerian market and oversee their implementation in the three categories BIC operates in.
  • Work closely with MENAWACA Marketing HQ to develop a strategy that is synergized to MEA and the Group priorities and representative of the Nigerian market.
  • Build a Lucky Stationery/BIC dual brand strategy.
  • Help define Lucky Stationery brand vision, brand strategy, and main growth drivers, and shape the innovation brand pipeline with a long-term vision and consumer-centric mindset.
  • Develop new packaging for new Lucky Stationery products as and when applicable.
  • Lead the CMI consumer and market understanding and detect insights and new brand opportunities, taking into consideration business needs and category development.
  • Define brand communication ATL and 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 three categories.
  • Define trade marketing priorities and promotional calendar initiative master plans in collaboration with the trade marketing and sales teams.
  • Coordinate marketing efforts and cost-effective strategies to ensure that marketing spend is within budget and that all marketing plans are executed on time.
  • Coordinate marketing strategies with cross-functional teams, including sales, finance, supply and delivery, communication, and MENAWACA and MEA marketing managers.
  • Play a leadership role in talent management, developing the marketing team capabilities and leading 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 marketing plans by category.
  • Results and ROI of key ATL, including digital and BTL marketing initiatives, measured against expected results.
  • CMI consumer and 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:

  • 8+ years of marketing experience in FMCG company as marketing manager/director or group product manager.
  • Marketing degree/diploma or equivalent – BAC+5, advanced degree preferred.
  • Fluent English speaker.
  • Desirable: speaks other Nigerian spoken languages.
  • Desirable: some customer-facing experience.
  • Proficient in the use of MS Office, including intermediate/advanced Word, Excel, and PowerPoint.
  • Excellent verbal and written communication skills.
  • Cross-cultural team management experience.
  • Management of external agencies, creative, media, research agencies.

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