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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)
Complex Criteria
Professional skills: thorough knowledge of marketing technical skills (business strategy / steering, consumer understanding & research, positioning, product offering, innovation & roll-out, communication, packaging design, price, promotion, distribution & trade…)
R- Business Strategy: optimizing brand / category / product performance.
- Anticipates developments in the marketplace to detect strategic opportunities for Lucky Stationery and the BIC brand in each of their respective categories.
- Develops a mid / long-term vision and rallies the various stakeholders (local & regional teams, agencies…)
- Develops Marketing Plans from scratch, with confidence and competence in presenting them both internally and externally (Leadership team, Sales teams, key customers…)
- Works with the finance team to optimize the P&L and Revenue Growth Management KPIs
R- Consumer understanding & Research: developing consumer understanding & integrating it in Marketing projects.
- Proactively advises on appropriate market studies and methodologies to meet the business needs/issues/ priorities.
- Optimizes the partnership with the providers when studies are completed locally (quality, cost…)
- Understands and interprets market data (ACNielsen, EPOS…). Analytical, numbers focused and detail driven.
- Enriches insight generation by integrating emerging trends and a cross-category approach. Detect and leverage consumers / influencers insights.
- Ensures proper application of knowledge from research by the teams.
R- Positioning: defining the brand/range/product positioning and bringing it to life.
- Sets priorities to strengthen Lucky Stationery and the BIC brand positioning.
- Designs & implements appropriate brand actions matching the positioning in Nigeria.
R- Product offering / Innovation: managing and optimizing the portfolio as well as initiating and steering innovation and roll-out projects.
- Considers the wider picture and state strategic orientations and priorities in terms of range for Lucky Stationery and BIC brands’ portfolio. This includes innovation & roll-out projects based on corporate and brand strategy.
- Completes the process of value analysis.
- Contributes to the evolution of the innovation process to maximize the NPIs success and the time to market.
- Defines launch plans, identifies risks and opportunities, and prioritizes / challenges the allocation of budget for launches.
R- Communication
- Building the communication strategy with an integrated approach
- Develops strong and enduring brand communication strategies and platforms.
- Steers/participates in brand communication platform developments.
- Optimizes the partnership with agencies (evaluation, remuneration, motivation)
- Steering the creative development process with an integrated approach
- Defines clear and incisive briefs to get the best from agencies (including budgets).
- Co-designs local communication ideas with agencies.
- Strategically evaluates creatives. Challenges for stronger creative work.
- Developing steering media / digital plans
- Proactively develops a vision of the media / digital scene.
- Reviews the overall performance of plans and ensures their optimization.
R- Packaging (mostly Lucky Stationery): developing / optimizing packaging design & piloting packaging projects.
- Questions packaging design and brand architecture in relation to the brand strategy
- Contribute to major projects such as “brand identity guidelines” and brand architecture projects.
- Optimizes partnership with packaging agencies (timings, quality, motivation, cost…)
- Develops briefs and creative proposals.
R- Price: develops the pricing strategy.
- Works with Nigeria General Manager, Sales, and Finance teams to create an overall price strategy for the region.
- Integrates the impact of market, competitive and industry changes.
- Assesses potential corrective pricing actions.
R- Promotion: leading the promotional approach.
- Along with the Trade Marketing team, develops the promotional approach / Initiative Master Plan per category and channel.
- Identifies new / creative promotional tools and encourages teams to integrate them.
R- Distribution / Trade: integrating the point of sale and trade dimensions in marketing actions.
- Understands the Go to Market Strategy and all trade channels.
- With Nigeria General Manager and Sales manager, builds trade approaches and seizes new distribution opportunities that are consistent with the brand strategies per category.
- Challenges the commercial proposals to maximize point-of-sale dimension.
Personal Skills
R- Takes Ownership
- A self-starter and doer / finisher, working under own initiative and with full autonomy.
- Sense of initiative, tenacity, and self-motivation
- Ability to prioritize, take calculated risks and to perform under pressure.
R- Delivers Result
- Rigor and high drive for results, with strong ability to make data-informed decisions.
- Committed and able to deliver while fully respecting corporate processes and applying the appropriate level of reporting to management.
- Able to manages projects across multicultural environments and functions.
- Strong organizational and time management skills.
R- Champions Change
- Takes on challenges even when dealing with ambiguity.
- Innovates and embraces transformation (i.e Marketing technology)
- Makes timely decisions, multi-task and consistently meets deadlines as per expectations.
R- Creates Team Succes
- Situational leader who can handle a diverse team (functions and seniority levels) and empowering them to grow and be responsible for their own work.
- Promotes teamwork and inclusion within a multi-functional team, holds excellent interpersonal skills and strong ability to engage and influence others
- Be the humble marketing expert, respecting others’ point of view and managing diversity regarding different cultures, management styles.