Job Title: Marketing Manager
Location: Nairobi
Salary: 250,000
Job Summary
The Marketing Manager will be responsible for developing and implementing marketing strategies to drive the growth of our wine brands in both the on- (restaurants, hotels, bars, etc.) and off- (supermarkets, wine shops, and online platforms) sectors. This role will focus on ensuring optimal brand presence and performance in various environments, while maximizing sales and customer engagement. The ideal candidate will have extensive experience in marketing, preferably within the wines and spirits industry, with a solid understanding of the unique dynamics of each channel in East Africa.
Duties & Responsibilities Key Responsibilities:
Marketing Strategy:
- Develop tailored marketing strategies for on- (bars, restaurants, hotels), off- (retail, supermarkets, liquor stores), and camps and lodges segments.
- Analyze market and sales data to identify growth opportunities across these channels and create initiatives that drive sales and brand awareness.
- Ensure alignment of marketing activities with the company’s overall business and brand objectives, customizing strategies for different channels and environments.
On- Marketing (Bars, Restaurants, Hotels):
- Develop and manage marketing activities for the on- segment, including product placement, promotional campaigns, and in-venue activations.
- Work with key on- accounts to implement promotional events such as tastings, themed nights, and sponsorship opportunities.
- Develop and manage marketing activities for the on- segment, including product placement, promotional campaigns, and in-venue activations.
Off- Marketing (Retail, Supermarkets, Liquor Stores)
- Develop promotional programs for the off- segment, including in-store promotions, special offers, and seasonal campaigns.
- Work with the sales team to improve shelf positioning, product displays, and overall brand visibility in off- outlets.
- Ensure merchandising and point-of-sale materials are effectively utilized to create compelling brand experiences in retail environments.
Camps and Lodges Channel:
- Develop specific marketing strategies tailored to camps and lodges, targeting premium consumers and tourists.
- Coordinate marketing efforts with camps and lodges to create exclusive experiences, including wine and spirit tastings and pairing events.
- Partner with camp and lodge operators to promote high-end products that cater to luxury clientele, ensuring high brand visibility in these unique settings.
Promotional Campaigns & In-Store Execution:
- Plan and execute impactful in-store promotions, visibility activities, and events for each channel, ensuring brand standards are met.
- Oversee the execution of seasonal promotions, new product launches, and other marketing initiatives that align with the brand’s goals.
- Coordinate product sampling and experiential marketing campaigns to increase consumer engagement and brand loyalty.
Customer & Shopper Insights:
- Conduct regular market visits to monitor execution, assess environment conditions, and gather feedback from both customers and retailers.
- Leverage customer and shopper insights to refine marketing strategies and enhance consumer engagement across all channels.
- Stay informed of competitor activities and market trends, making necessary adjustments to ensure competitive positioning.
Sales Support & Collaboration:
- Work closely with the sales team to provide marketing support that enhances performance in the on-, off-, and camps and lodges.
- Develop tools, presentations, and promotional materials to assist the sales team in achieving business goals and enhancing customer relationships.
- Provide training and support to sales teams and partners to ensure they are fully equipped to represent and promote the brand.
Budget & Performance Management:
- Manage the marketing budget for each channel, ensuring effective resource allocation and maximizing return on investment.
- Track and report the performance of marketing activities, measuring the impact of campaigns and promotions on sales and market share.
- Provide insights and recommendations to optimize marketing strategies based on performance data.
Stakeholder Engagement:
- Collaborate with key stakeholders, including retail partners, venue managers, and distributors, to ensure effective execution of activities.
- Build strong relationships with partners, ensuring mutual growth and success through effective marketing initiatives.
- Coordinate with internal brand managers to ensure consistent messaging and marketing efforts across all channels.
Digital Marketing Integration
- Online Channel Strategy: As e-commerce and digital channels continue to grow, it may be beneficial to develop strategies specifically for online platforms, such as online retail, e-commerce websites, and digital ads.
- Social Media and Influencer Marketing: Collaborating with influencers and managing social media campaigns that align with marketing activities could be important, especially if the brand targets younger or digital-savvy consumers.
Event Management:
- Large-Scale Events: Overseeing the organization and execution of -specific events, such as shows, conferences, and exhibitions, where the company can showcase its products to a broader audience, network with industry professionals, and establish new relationships.
Crisis Management
- Manage crisis communication and mitigate potential damage to the brand’s image If issues arise with partners or customers (e.g., product recalls, distribution delays)
Key Qualifications, Experience, Skills and Competencies
- Bachelor’s degree in Marketing, Business, or related field. A Master’s degree is a plus.
- 5+ years of experience in marketing or brand management, preferably in the wine, spirits, or FMCG industry.
- Deep understanding of both on- and off- channels in Kenya and East Africa.
- Proven experience in creating and executing successful marketing campaigns.
- Strong project management skills, with the ability to handle multiple tasks simultaneously.
- Excellent communication, presentation, and negotiation skills.
- Ability to analyze market trends, sales data, and consumer behavior.
- Strong networking and relationship-building skills.
- Knowledge of the wine industry and wine tasting is highly desirable.
- Ability to work independently and as part of a team.
- Fluency in both English and Kiswahili (written and spoken) is highly advantageous.
- Familiarity with digital marketing and social media platforms as tools for marketing.
Application Process:
If you are looking to take the next step in your career, we want to hear from you! Submit your updated CV detailing your experience and suitability for the role to careers@morsanhr.co.ke
Please note that only shortlisted candidates will be contacted.