Brand Executive at CFAO Motors Kenya limited (Formerly Toyota Kenya)

Job Purpose

• The purpose of the job is to implement the CFAO Motors Kenya marketing strategy through initiating proactive marketing action plans, monitoring efficiency and effectiveness, and drive the achievement of agreed targets.
• The Brand Executive is responsible for enhancing brand visibility and upholding/promoting a positive organizational brand image & reputation. He/she will achieve this by leading the development and execution of all the brand plans and marketing initiatives within CFAO Motors Kenya.
• These brand plans are developed in collaboration with the Business Unit heads, and are aimed at creating awareness and uptake of the existing and/or new products and services, in order to deliver on the organisation’s growth strategy and overall Business unit objectives.
• The role holder is a brand champion and is responsible for cascading and managing the brand guidelines as they are applied across the different marketing and communications engagements, to ensure a strong and consistent brand is delivered at all times.

Main Responsibilities of the Job

• Develop annual brand plans and Implement approved marketing initiatives for different products in CFAO Motors Kenya (Toyota, Yamaha, Winpart, Automark and Autofast) together with respective teams in line with the overall strategic objectives of the company to facilitate achievement of sales targets for the brands.
• Act as a strategic business partner to the respective Business units, aligning on their strategic initiatives, offering marketing direction and support, ensuring their objectives are met within budget and efficiently, with demonstrated Return on Investment (ROI)
• Initiate and implement brand surveys as well as market intelligence and feedback to ensure timely availability of information critical for the development of respective brand strategies
• Develop and continuously update the Brand tool kit as the brand custodian to maintain brand integrity across all brand marketing initiatives and communication touchpoints
• In charge of all internal communication on both corporate brand and product communication to ensure all internal stakeholders are well informed and clear on their required support and input
• Supervise all ATL, BTL, events and experiential engagements, video and photography shoots, influencer engagement and any other forms of marketing to ensure consistency in brand representation
• Provide direct oversight and supervision of marketing and promotional materials – above the line advertising, below the line events, print, email campaigns, digital media, exhibitions, road shows, trainings and other forms of marketing initiatives to maintain consistency in branding as well as meet high quality standards and delivery within acceptable timelines.
• Develop and implement the annual marketing brand plans in collaboration with the Business Unit heads, to drive their strategic objectives and aligned to the overall Organisational objectives. Initiate and nurture relationships with all stakeholders to ensure strategic support business growth
• In collaboration with Business Unit heads, develop, track and monitor annual marketing budget for different brands to ensure the allocation of sufficient funds for successful implementation of the marketing initiatives.
• Monitor, control and reporting on the utilization of the marketing budget in order to support efficiency in the management of costs at CFAO Motors Kenya
• Maintain customer database from customer engagements and events, oversight of distribution of leads, and follow up with respective sales teams for timely reporting on ROI
• In charge of all digital assets for CFAO Motors Kenya including and not limited to websites, digital and social assets both internally and externally and responsible for managing 3rd parties in charge of managements of said assets to drive marketing strategic objectives and brand building for CFAO Motors Kenya
• In collaboration with the digital lead, oversight of the development of annual digital brand plans and Implementation of approved digital marketing initiatives for different products within CFAO Motors Kenya (Toyota, Yamaha, Winpart, Automark & Autofast) together with respective teams in line with the overall strategic objectives of the company to facilitate achievement of sales targets for the brands.
• In collaboration with Business Unit heads and brand executives, develop, track and monitor annual digital marketing budget for different brands against the set KPIs to ensure the allocation of sufficient funds for successful implementation of the digital marketing initiatives and reporting on digital ROI
• Planning digital marketing campaigns, including web, SEO/SEM, email, social media and display advertising. Maintaining CFAO Motors Kenya social media presence across all digital channels and Measuring and reporting on the performance of all digital marketing campaigns
• In collaboration with digital lead and working closely with digital agency partners, plan and execute all digital marketing campaigns, including SEO/SEM, marketing database, email, social media, display advertising campaigns, lead generation etc.
• Initiate implementation of brand surveys as well as market intelligence, research and surveys to ensure relevant and up to date customer and industry information to inform business and marketing initiatives.
• Working in collaboration with the brand executives, Review and submit reports on the implementation of the marketing strategies and brand plans to ensure Return on Investment (ROI) against all marketing initiatives.
• Act as a Brand owner, by entrenching the brand guidelines internally and externally and ensuring brand standards are maintained at all times across Above the Line (ATL), Below the Line (BTL), digital and experiential touch points
• In charge of Quarterly reviews of the marketing plans in collaboration with the brand executives to ensure the plans are aligned with the corporate CFAO Motors Kenya marketing strategy.
• In collaboration with the Marketing Manager and Brand manager, management of external agency relationship across creative, PR and digital, ensuring onboarding and management of the agency relationships, as well as monitoring performance against set scope of work, with period reviews and reporting in adherence to contractual agreements.
• In charge of building a strong digital brand for CFAO Motors Kenya, in collaboration with Marketing Manager and external agency partners, to drive top of mind awareness for CMK brand and all products within the business in support of the overall business strategic objectives.
• Ensure that the showrooms have display cards and specification sheets as per the brand standards and guidelines, for enhanced awareness creation and up to date messaging around product offers
• Provide administrative brand support to business units including procurement and distribution of promotional items and timely payment of suppliers to ensure efficiency and effectiveness in the implementation of marketing strategies and plans by the business units.
• In charge of development of Service Level Agreements (SLA’s) between marketing and Business units within CFAO Motors Kenya and ensuring these are cascaded across departments and implemented in order to drive efficiency within the marketing department Gather and report on consumer data on the regional and local marketing trends, to provide information to be used in the development of competitive marketing strategies for all brands
• Establish and track the relevant political, regulatory, economic, socio economic, technological and industry market trends in order to provide information to management that assists make informed decisions that ensure CFAO Motors brands are competitive
• Analyse consumer data and report on the regional and local marketing trends to integrate the information in marketing plans and strategies

OVERALL KPIs

• Development of Brand marketing plans
• Execution of marketing activities planned vs actual
• Market share, penetration and growth
• Customer awareness, acquisition and retention

KNOWLEDGE, SKILLS & EXPERIENCE

• Bachelor’s degree in Commerce, Business, Communication or Marketing or relevant field from a recognised university
• Holder of professional marketing qualifications
• Post graduate Diploma in Marketing

Minimum level of experience and competencies required to perform effectively in the role

• Minimum 7 years of working experience in a relevant field from a reputable organization
• Computer literacy
• Demonstrate strong management and organizational skills, ability to plan, manage and execute multiple projects in a seamless and timely manner, with minimal supervision
• Demonstrable strong project management and organizational skills, ability to initiate projects, plan and execute seamlessly, working cross functionally with minimal supervision.
• Good knowledge of Marketing, PR, communications or advertising
• Strong budgeting and financial reporting
• Sound digital marketing understanding