Head of Marketing at Kenya Wine Agencies Limited (KWAL)

Job Purpose

This position is responsible to develop marketing strategies, brand & portfolio strategies and campaigns for the KWAL brands’ portfolio, including local and international brands. The position will furthermore develop and execute the marketing strategy for the full KWAL’s product portfolio. The job holder will be required to drive sustainable business growth, enhance brand equity, and ensure customer needs are satisfied through marketing initiatives.
The position needs to develop long term strategies to optimize the portfolio of brands to continuously drive sustainable profitable growth.

Main Responsibilities

Marketing strategy formulation and execution

• Ensure alignment with the Heineken Group brand strategy, standards and protocols. 
• Champion, develop and drive the entire brand strategy and full breadth of execution of activities of the portfolio of brands (local and international) 
• Coordinate the development of annual brand plans are aligned to Heineken brand strategy and KWAL overall strategy putting into consideration market dynamics, customer intelligence and market analysis of the beverage insights.
• Turn Brand Strategy into winning yearly plans that effectively coordinate all brand activities and investments
• Develop most effective route to market, channel and customer strategies as basis for defining Portfolio and Brand Strategies

Brands Development

• Ensures excellent brand creativity to build strong brands, developing strong toolkits for all brands.
• Applies ATL fundamentals for excellent marketing, as well as Must Win Battle 1 to 4 for all brands.
• Strengthen brand positioning and ensure consistent brand messaging.
• Drive on-going product brand innovation and continuous growth within the portfolio. 
• Monitor and measure brand performance, taking corrective actions to improve.
• Ensure implementation of Company’s Marketing & Brand plans in line with the relevant laws and regulations.
• Identify, assess and develop new marketing and branding channels and opportunities.
• Make sure that the company's brand and marketing guidelines are up-to-date and enforced across all departments.

Marketing Programs Management

• Champion the execution of the approved marketing programs for all brands to ensure accelerated growth in volumes and market share while evaluating options for advertising and promotions to achieve optimum value.
• Manage consumer insights for the business to encourage deeper understanding of consumer motivations that can be applied to unlock growth.
• Activate the market with an appropriate mix of marketing support programmes.
• Oversee the development and execution of all relevant TTL (Through the Line) Marketing Mix which include ATL, BTL and Digital Solutions.
• Establish KPIs and metrics to measure the success of marketing programs.

Marketing Campaigns Development & Management

• Spearhead the execution of marketing campaigns, including test and control group segmentation, testing, tracking, results reporting, analyses, and recommendations
• Analyse and report to the Director, Commercial the return on investment of marketing campaigns and use this information to enhance returns on investment for all marketing initiatives.
• Ensure implementation of marketing plans and strategy, product concepts, and promotional programs to drive customer interest and sales
• Ensure that the company is a “fast follower” of new ideas and trends in order to enhance its market positioning and overall sales volumes.
• Oversee the development and execution of the Social media strategy to promote visibility of KWAL brands in the target markets.
• Develop strong and effective relationships with external and internal work partners.
• Coordinate with external partners, such as advertising agencies, PR firms, and digital marketing consultants, to enhance program effectiveness.

Marketing Resource Management

• Develop and manage the Advertising & Promotion budget as well as the marketing assets and merchandising.
• Allocate marketing resources strategically, including budget, personnel, and technology, to maximise efficiency and effectiveness.
• Prioritise marketing initiatives based on business goals and available resources.
• Ensure optimal use of resources to achieve the highest return on investment (ROI).
• Monitor and control expenditures to stay within budgetary constraints.
• Provide regular financial reports and forecasts to senior management.

New Product Development

• Map and develop new projects in line with potential new consumer segments. 
• Oversee the innovation process from consumer shopping via consumer research and appropriate product development. 
• Develop comprehensive go-to-market strategies for new product launches.
• Coordinate launch activities across various channels, including digital, retail, and events.
• Identify, assess and develop the marketing mix elements that will commercialise the New Innovation Brands. 
• Establish KPIs and metrics to measure the success of new product launches.
• Responsible for the 3-year innovation strategy and pipeline

People management

• Establish systems to attract, develop, engage, and retain talented individuals and create an environment where they can realise their full potential and contribute to the attainment of departmental and organisational goals.
• Provide clear leadership and direction to the marketing team.
• Identify skill gaps and training needs within the marketing team.
• Provide opportunities for professional development and continuous learning.
• Mentor and coach team members to enhance their skills and career growth.
• Set clear performance expectations and goals for team members.
• Conduct regular performance reviews and provide constructive feedback.
• Address and resolve conflicts within the team in a timely and fair manner.

Minimum Required Qualifications, Knowledge and Experience

Academic Qualifications

• Bachelor of Marketing, Business Administration, Communications or Related field.  or 
• Master of Marketing, Business Administration, Communications or Related field, will be an added advantage. 

Professional Qualifications

• Must hold a professional qualification in marketing

Experience 

• At least 8 years, 4 years experience in management role in a similar role or function in an FMCG environment
• At least 4 years’ experience in managing diverse, multi-graded teams
• Proven track record of managing international brands and gaining market share in a competitive environment

Competencies

Technical Competencies

• Demonstrate ability to build and develop exceptional commercial infrastructure and plans to support market penetration and grow market share.
• Evidence of marketing and portfolio building achievements.
• Ability to develop and execute comprehensive marketing strategies that drive brand awareness, engagement, leading to an increase in Brand Power.
• Skilled in identifying and pursuing new business opportunities to drive growth and revenue.
• Ability to understand new offering value propositions in order to lead performance conversations, effect positive change and growth. 
• Expertise in developing and managing the brand identity to ensure consistency and alignment with the company’s values and goals. 
• Skilled in fostering a culture of innovation within the organisation by identifying and implementing new ideas, processes, and technologies. 
• Proficient in conducting thorough research, collecting and analysing data to gather insights and inform decision-making to support marketing and innovation strategies.
• Expertise in identifying, engaging, and managing strategic partnerships with key stakeholders, including internal teams, clients, and external partners.
• Expertise  managing a portfolio of projects and initiatives within the marketing and innovation division.
• Demonstrate experience in planning, managing, and optimising budgets for marketing and innovation projects.
• Experience in driving Through the Line campaigns, with an emphasis on strong digital media plans
• Strong business acumen and financial knowledge, understands brand P&L and is able to optimize revenue margin growth
• Accustomed to digital reporting and tracking tools to measure and analyse performance of brands, portfolio and business
• Experience in managing large budgets within compliance guidelines
• Experience in working in a multinational environment in a complex matrix structure

Behavioural Competencies

• Ability to develop and implement long-term goals and initiatives that align with the company’s vision and objectives.
• Demonstrate strong leadership skills, including the ability to inspire and motivate teams, foster a positive work environment, and drive organisational performance.
• Proficient in analysing complex data and information to make informed decisions.
• Lead and motivate teams to achieve organisational goals by providing clear direction, support, and development opportunities to ensure team members are engaged and productive.
• Support the professional growth of employees through guidance and feedback
• Manages diverse teams
• Make informed and timely decisions that align with the company’s strategic objectives, balancing short-term needs with long-term goals and considering the impact on all stakeholders.
• Utilise analytical skills to identify issues and develop effective solutions ensuring minimal disruption and optimal outcomes.
• Effectively communicate and effectively present marketing information, insights, and recommendations to diverse audiences through engaging and visually appealing presentations
• Employ logical reasoning and critical analysis to evaluate information and make sound decisions.
• Demonstrate a deep commitment to understanding and meeting consumer needs.
• Effectively manages relationships with internal and external stakeholders, including employees, customers, suppliers, and regulatory bodies.
• Ability to negotiate terms, agreements, and contracts with clients, partners, and vendors.