Marketing Manager, Nigeria at BIC Nigeria

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)