Marketing Manager

• The Marketing Manager is responsible for driving the overall marketing and communications strategy to enhance the company's brand presence, engage target audiences, and achieve business growth. This role combines the functions of marketing strategy development, campaign management, customer acquisition and retention, market analysis, and communications. The manager will oversee brand development, execute integrated marketing campaigns, coordinate promotional events, and manage public relations and influencer partnerships. This role requires a blend of creative and analytical skills to effectively drive brand success and optimize marketing efforts.
• Brand Development:
• Conduct reviews of brand identity and messaging to ensure consistency with company values.
• Develop and refine brand positioning strategies aligned with market trends and consumer insights.
• Establish and enforce brand guidelines across all marketing materials and channels.
• KRA
• Ensure consistent brand identity and messaging.
• Develop and refine brand positioning strategies. KIs
• Brand Consistency Score: Measure how consistently brand messaging is applied across channels (target: 90%+ consistency).
• Brand Positioning Effectiveness: Increase in brand awareness and market share (target: 10% increase annually).
• Campaign Management
• Plan and execute marketing campaigns with detailed timelines, budgets, and KPIs.
• Monitor daily performance and compare targets vs. achievements; discuss updates and adjustments in regular meetings.
• Review and adjust campaign strategies based on post-launch analyses.
• KRA
• Plan, execute, and optimize marketing campaigns.
• Monitor campaign performance and adjust strategies.
• KPI
• Campaign ROI: Return on investment for advertising campaigns (target: ROI of 3:1 or higher).
• Campaign Performance Metrics: Click-through rates (CTR), conversion rates, and cost-per- acquisition (CPA) (target: CTR > 2%, CPA within budget).
• Customer Acquisition & Retention
• Develop strategies to attract new customers and retain existing ones.
• Track and analyse customer metrics, retention rates, and lifetime value.
• Optimize engagement and loyalty based on performance data and feedback.
• KRA
• Develop strategies to attract and retain customers.
• Track and analyse customer metrics.
• KPI
• Customer Acquisition Cost (CAC): Cost to acquire a new customer (target: reduce CAC by 15% annually).
• Customer Retention Rate: Percentage of repeat customers (target: 80%+ retention rate).
• Market Research & Analysis
• Conduct quarterly market research and competitor analysis to gather insights on industry trends, consumer behaviour, and competitive positioning.
• Implement market segmentation strategies for targeted customer engagement.
• Use forecasting analysis to guide strategic planning.
• KRA
• Conduct market research and competitor analysis.
• Implement market segmentation strategies.
• KPI
• Market Insight Accuracy: Accuracy of market forecasts and trend predictions (target: 90% accuracy).
• Competitor Benchmarking Score: Comparison of performance metrics against competitors (target: top 3 in industry benchmarks).
• Collaboration & Partnerships
• Coordinate with creative teams, agencies, and vendors to ensure alignment of marketing efforts.
• Manage cross-promotional plans and strategic partnerships to enhance brand exposure.
• Organize and execute exhibitions, trade shows, and events to showcase products and build relationships.
• KRA
• Coordinate with teams, agencies, and vendors.
• Manage partnerships and cross-promotional activities.
• KPI
• Partnership Effectiveness: Number of successful cross-promotional activities and partnerships (target: 5+ successful partnerships per year).
• Event Success Rate: Percentage of events achieving set objectives (target: 90% success rate).
• Advertising & Promotion
• Manage print and outdoor advertising initiatives to boost brand visibility.
• Plan and execute television commercials and direct mail marketing campaigns.
• Develop and implement video marketing, blogging, and article writing strategies.
• KRA
• Manage and execute advertising and promotional activities.
• Enhance brand visibility through various channels.
• KPI
• Ad Performance Metrics: Click-through rates (CTR), conversion rates, and reach (target: CTR > 2%, reach increased by 20%).
• Advertising ROI: Return on investment for promotional activities (target: ROI of 3:1 or higher).
• Product Management
• Plan and execute product launch campaigns, including promotional strategies and marketing collateral.
• Implement product positioning and differentiation strategies.
• Oversee product packaging and design to align with brand identity and consumer preferences.
• Organize product sampling and demos for feedback.
• KRA
• Plan and execute product launches and positioning.
• Oversee product packaging and design.
• KPI
• Product Launch Success Rate: Percentage of successful product launches (target: 95% success rate).
• Customer Feedback Score: Customer satisfaction with product features and design (target: 4.9/5 rating).
• Customer Relationship Management (CRM)
• Implement and manage CRM systems to track customer interactions and enhance service delivery.
• Develop and manage loyalty and referral programs to incentivize repeat purchases.
• Personalize marketing efforts to meet individual customer needs.
• KRA
• Implement and manage CRM systems.
• Develop loyalty and referral programs.
• KPI
• CRM System Efficiency: Effectiveness of CRM in managing customer relationships (target: 95%+ accuracy in customer tracking).
• Loyalty Program Engagement: Participation rate in loyalty programs (target: Initiate loyalty program and YTD growth rate of 20% increase in program enrolment).
• Content Creation & Management
• Implement and manage CRM systems to track customer interactions and enhance service delivery.
• Develop and manage loyalty and referral programs to incentivize repeat purchases.
• Personalize marketing efforts to meet individual customer needs.
• KRA
• Oversee the development and management of marketing content.
• Explore additional content formats like podcasts.
• KPI
• Content Engagement Metrics: Likes, shares, comments, and views on content (target: 30% increase in engagement).
• Content Performance Score: Effectiveness of content in driving traffic and leads (target: 20% increase in website traffic from content).

Qualification
Bachelors degree in Marketing, Communications, Business, or a related field. MBA Preferred. Experience 10+ years of experience in marketing and communications, with a track record of managing successful campaigns and brand strategies. Strong understanding of brand positioning and messaging, brand development, vendor management, media Planning. Excellent organizational, project management, and communication skills. Ability to analyze performance metrics and make data-driven decisions.