Marketing Manager B2B, B2C & Digital at CFAO Motors Kenya limited (Formerly Toyota Kenya)

Job Description

MISSION Marketing:

Capture/gather and analyze information relevant for the entity to help facilitate the pilotage commercial for accurate and confident decision-making in determining market opportunity, market penetration strategy and business performance Manage the deployment of the products and services offer in line with marketing plan and the territory’s commercial launch agreement that address the market and target segment needs to extract full value. Digital: Organize and implement an effective Brand presence supporting the brand communications, implement e.commerce platform including web-to-store for Distributors. Launch and develop digital tools supporting sales force activities.

KEY EXPECTED RESULTS

• Advertising and Promotion Manages the generation of creative concepts and ideas.
• Keeps up-to-date on trends and developments in design, materials, techniques and technology Initiates and manages discussions with sponsors Participates in agencies brief.
• Branding & Positionning :
• Ensure the coordination and the deployment of the portfolio of products/service through the brand deployment strategy.
• Balances the needs of the individual product launches and prioritizes across the branding portfolio to achieve overall objectives.
• Ensures that the value propositions as a strategy to achieve desired market position.
• Prioritizes resources for target segments that are most profitable as well as best aligned with the organization’s long-term strategy.
• Manages integrated marketing communication strategies and budgets.
• Sets and monitors all aspect of the marketing mix (i.e. integrated marketing communications, customer loyalty, product content for marketing communications materials) Ensures that marketing communications are consistent with brand and organizational standards.
• Tailors marketing communications for target audience.
• Uses customer data to segment the market and identify the ones to pursue
• Monitors brand awareness/performance to identify possible changes in brand strategy.
• Insight Management and Industry knowledge: Identifies customer/end user trends and the different types of insights.
• Collects & synthesis data from multiple sources in order to inform the creation of customer/end user insights for the BSM.
• Identify main competitors’ product/services positions in the market.
• Identifies high impact opportunities for enhancing the customer experience.
• Supports ongoing product literacy efforts to inform employees and customers about the latest customer experience innovations.
• Utilized the selected data modelling solutions needed to meet business requirements and root cause analysis.
• Applies Pilotage commercial approach to facilitate the achievement of business results.
• Content Marketing Content Marketing Monitors content consistency across all properties and between the sales and marketing departments.
• Collaborates with design team to create new assets that embodies the brand.
• Works closely with marketing team to write user stories, training and requirements.
• Performs basic content development activities under direction (e.g., product updates, brand reviews, partner information).
• Applies integrated content principles, practices and tools to own work when developing simple digital marketing communications products.
• Multi-Channel Marketing Implements the multi-channel annual plan in collaboration with the marketing and sales teams.
• Provides inputs for all campaigns.
• Identifies and develops metrics to measure success of enablement platform and identifies opportunities to increase conversion and value.
• Marketing Planning Drives strategic growth in defined consumer targets by aligning product and appropriate distribution channels including wholesale, e-commerce, and retail.
• Assesses the potential impact of wider environmental forces on the marketing strategy e.g. culture, ethics, economics, politics, legal frameworks and sustainability.
• Coordinates with departments, segments, and organization’s counterparts to ensure continuous alignment between organizational strategies and investments.
• Builds effective leadership accountability in utilizing consumer insights by creating consumer-focused strategic plans and respected decision-making.
• Produces realistic and achievable work plans
• Develops back-up plans to handle potential obstacles.
• Renegotiates commitments or deadlines as circumstances dictate, ensuring “no surprises” at the expected completion.
• Evaluates objectives against business plan Marketing Strategy & metrics
• Identifies the need for additional information to support marketing strategy development.
• Makes initial recommendations on appropriate methodologies and tools to operationalize the marketing strategy.
• Identifies trends in market and consumer research and seeks possible causes and rationales regarding opportunities and problems.
• Regularly measures market, competitive, and business performance in order to anticipate trends.
• Analyzes measurement data to inform the evaluation of the marketing strategy.
• Interprets outputs from organizational control systems to inform the monitoring of the marketing strategy.
• Participates and guides the review of marketing activities using established measurement criteria.
• Develops metrics and Key to Performance Indicators assist in the evaluation of marketing activities
• Pricing and Profitability Management
• Monitor price competitiveness and identifies business issues and opportunities by analyzing financial and non-financial data.
• Achieves revenue management goals and aligns with budget.
• Performs appropriate profitability analyses(Pilotage Steering) and makes recommendations to support short- and long-term decisions(corrective/optimization) actions.
• Demonstrates an understanding of the relationship between pricing and the overall financial, marketing and strategic objectives of the organization. DIGITAL:
• Strategic eCommerce Launching a platform for eCommerce .
• Describes key performance indicators and their importance to manage marketing performance across digital commerce platforms and communicate results/value to leadership team.
• Describes key digital commerce strategies at a basic level (e.g., B2B vs. B2C, auctions, portals, classified, mobile payments, etc.).
• User Experience
• Defines basics of usability testing to evaluate the experiential world of the customer.
• Defines the concept of key consumer groups based on their value-add to the organization.
• Locates key touchpoints within the customer journey map.
• Launching and implement TyreCheck for EU Fleet “ in.Bill” offer to be study.
• Supporting and monitoring “Salesforce.com” implementation in the country.