Marketing Brand & Digital Manager
• CDI
• Dakar, Senegal
• Marketing - Communication

Vivo Energy hiring Marketing Brand & Digital Manager.

Job Purpose
Reporting to the Marketing Manager, he/she is responsible for developing plans and executing projects and initiatives that support the broader short and long-term marketing strategy. Works in collaboration with other internal stakeholders to ensure that the brand remains relevant to consumers and that all initiatives support the brand promise and deliver financial targets.
Takes a lead in managing vendor partners and communication agencies, in all aspects of their projects.
Additionally, the incumbent will oversee all Digital activities, with responsibility for driving quality traffic to the brand through development and execution of the customer acquisition and retention integrated plan.
To incumbent will stay abreast of competition’s digital activities and new trends developments to provide advice to the Management team on business opportunities and threats.

Dimensions:
Area of focus: Lubricants & Digital

Principal Accountabilities

Marketing Plan
• Create and execute the brand strategies and marketing plans for the brands, including managing both the existing product portfolio and new product launches
• Leading the strategic planning process for the assigned brands based on key consumer insights to enhance current portfolio and improve communication with consumers.
• Manages the day-to-day activities associated to all marketing efforts, including, project management, creative development, cross-functional implementation, campaign preparation, implementation and follow up. Reporting of post campaign.
• Leverage knowledge of business, category and brand marketing strategy into actionable marketing strategies and plans to deliver against the company’s business objectives.
• Collaborates with a wide variety of functional areas such as sales, editorial, marketing, design, and operations to develop, coordinate and execute specific marketing plans for each assigned title.
• Involvement in the development of the company’s long term planning that identifies new business opportunities, markets and partners.
• Implementing the marketing plans by working with internal and external suppliers to deliver in a timely manner and on budget.
• Prepare and participate in key presentations.
• Maintains brand integrity across product lines, advertising, and all other internal and external communication as it pertains to assigned brand.
• Develops and manages the Brand platform to include a definition of the brand vision, promise and value proposition as well as positioning, personality, voice, tone and manner, behaviors.
• Be the most knowledgeable resource in the company as it relates to the brands and champion the brand throughout the organization, with partners and external agencies.
• Manage brand guidelines to ensure all vendors and internal audiences follow them and update them as necessary.
• Assist in monitoring brand health metrics and support the development of new brand tracking across businesses.
• Leads the Marketing lifecycle process for designated brand(s).
• Prepares marketing objectives and schedules for all phases of product solicitation and introduction to market including but not limited to sales materials and retail presentations.
• Owner of the Portfolio: management of the SKU’s, optimization of the Portfolio to ensure the correct positioning, pricing and margin for each SKU
• Propose and lead Digital integration, based on local market context and brand priorities: Should bring innovative ideas of digital services expected to enable business opportunities and attract customers, keep abreast of digital trend of the competition.
• Responsible for developing, implementing and overseeing long-term digital marketing campaigns as well as short-term advertising techniques.
• Developing the digital marketing calendar, ensuring all campaigns and activities are fully tagged, tracked and evaluated
• Planning digital marketing campaigns, including web, SEO/SEM, social media and display advertising.
• Play a key role in the journey of moving the company to the approach of marketing integrated solutions build around the core products
• Drive traffic to the company’s website and generating awareness as well sales leads
• Maintaining our social media presence across all digital channels.
• Measuring and reporting on the performance of all digital marketing campaigns.
• Work closely with all relevant Media partners to integrate media mix plans.
• Develop and execute national advertising and promotional activities to effectively communicate the strategic positioning and lifecycle development of products to customers.
• Assist with management of third party agencies.
• Lead insight gathering research into consumers and competitive category to secure knowledge that can be utilized to enhance and evolve the brand. Leverage consumer insights to develop brand and product positioning.
• Produces competitive analysis materials comparing product with its key competitors.
• Working closely with distribution partners and Marketing Research companies to obtain relevant information, including the development and implementation of brand audit studies and focus groups.
• Monitoring and analyzing business performance vis-à-vis business goals (awareness, share of markets, consumer diagnostics, profitability, etc.) and the competition.
• Assist with financial projections and budgeting process.
• Manage budgets and financials related to marketing campaigns.
• Be the owner of pricing management in the relevant brands
• Provides suggestions for budget rearrangement, re-allocation of funds or price adjustment to protect/optimize our profitability

Brand
• Maintains brand integrity across product lines, advertising, and all other internal and external communication as it pertains to assigned brand.
• Develops and manages the Brand platform to include a definition of the brand vision, promise and value proposition as well as positioning, personality, voice, tone and manner, behaviors.
• Be the most knowledgeable resource in the company as it relates to the brands and champion the brand throughout the organization, with partners and external agencies.
• Manage brand guidelines to ensure all vendors and internal audiences follow them and update them as necessary.
• Assist in monitoring brand health metrics and support the development of new brand tracking across businesses.

PLM
• Leads the Marketing lifecycle process for designated brand(s).
• Prepares marketing objectives and schedules for all phases of product solicitation and introduction to market including but not limited to sales materials and retail presentations.
• Owner of the Portfolio: management of the SKU’s, optimization of the Portfolio to ensure the correct positioning, pricing and margin for each SKU

Digital/ Media
• Propose and lead Digital integration, based on local market context and brand priorities: Should bring innovative ideas of digital services expected to enable business opportunities and attract customers, keep abreast of digital trend of the competition.
• Responsible for developing, implementing and overseeing long-term digital marketing campaigns as well as short-term advertising techniques.
• Developing the digital marketing calendar, ensuring all campaigns and activities are fully tagged, tracked and evaluated
• Planning digital marketing campaigns, including web, SEO/SEM, social media and display advertising.
• Play a key role in the journey of moving the company to the approach of marketing integrated solutions build around the core products
• Drive traffic to the company’s website and generating awareness as well sales leads
• Maintaining our social media presence across all digital channels.
• Measuring and reporting on the performance of all digital marketing campaigns.
• Work closely with all relevant Media partners to integrate media mix plans.
• Develop and execute national advertising and promotional activities to effectively communicate the strategic positioning and lifecycle development of products to customers.
• Assist with management of third party agencies.

Research
• Lead insight gathering research into consumers and competitive category to secure knowledge that can be utilized to enhance and evolve the brand. Leverage consumer insights to develop brand and product positioning.
• Produces competitive analysis materials comparing product with its key competitors.
• Working closely with distribution partners and Marketing Research companies to obtain relevant information, including the development and implementation of brand audit studies and focus groups.

Financials
• Monitoring and analyzing business performance vis-à-vis business goals (awareness, share of markets, consumer diagnostics, profitability, etc.) and the competition.
• Assist with financial projections and budgeting process.
• Manage budgets and financials related to marketing campaigns.
• Be the owner of pricing management in the relevant brands
• Provides suggestions for budget rearrangement, re-allocation of funds or price adjustment to protect/optimize our profitability

Key Challenges:
• The incumbent will be responsible for driving forward the business in the OU Structure and will need to work very closely with other Sales, Financial, Technical, Operations and Marketing colleagues.
• New Business Opportunities, both in sectors and geographies
• Will need to work effectively with Local staff and with Pan African Marketers, Technical and other functions
• Manage the diversity of indirect channels and implement Marketing programs in order to improve the profitability of the business
• Optimal integration of Global/Local OEMs Partnerships outcomes
• Ability to prioritize the digital marketing activities that are most relevant to our brand as well as supporting overall marketing and business strategies
• Ability to federate conflictual visions by providing strategic and professional leadership and using considerable experience in influencing key stakeholders
• In Addition to office work, the position Requires field work across retail stations nationwide


Job Requirements

Job Knowledge, Skills & Experiences:
• Marketing professional likely to have in excess of 5 years’ brand management experience.
• Category knowledge in Lubricants, Fuel, Bitumen or LPG while not essential is an advantage
• Good understanding of Retail, B2C and B2B markets
• Solid interpersonal and communication skills and the ability to work on cross-functional teams in both leadership and member roles.
• Strong analytical abilities, data management, understanding how to measure performance, calculate ROI, and applying and sharing learning on an ongoing basis
• Strong presentation and writing skills.
• Possesses strong math skills.
• Analysis skills to summarize the findings and propose recommendations for future improvement.
• Must possess strong interpersonal skills and is a relationship builder.
• Must have a style that promotes respect, credibility and trust throughout the organization.
• Must be a business leader and a calculated risk taker.
• Strong project management skills.
• Demonstrate the ability to think both analytically and creatively.
• Results oriented and self-motivated.
• Strong Leadership skills.
• Paid social advertising knowledge
• Optimizing copy and landing pages for search engine optimization (SEO) skills
• Knowledge of the free digital tools available
• Social media marketing skills

Competencies
• Generating Insights
• Strategic Marketing & Planning
• CVP Development – Brand
• CVP Development – Product/Service Portfolio
• CVP Development – Pricing
• CVP Development – Promotions
• CVP Development – Channel/Sector Management
• Effective Messaging
• Delivering Excellence in the Market
• Customer Focus & Interpersonal Skills
• Communications (written & oral) & Languages (fluent in English)
• Influence and Persuasion
• Stakeholder engagement
• Team working
• Delivers Results Through Others
• Application, Data analysis & Technical Architecture
• Data management, excel
• Business Processes
• Incident & Problem Management
• IT Support Processes & Enabling Tools