Head of Marketing at Vision Plus

• The Head of Marketing is responsible for developing and executing comprehensive marketing strategies that drive brand growth, revenue performance, and customer satisfaction for Vision Plus Kenya. This role serves as both a strategic leader and creative director, overseeing all marketing operations across digital, retail, D2C, and offline channels while ensuring brand consistency and operational excellence.

KEY RESPONSIBILITIES

• Strategic Planning & Execution
• Develop comprehensive marketing strategies aligned with organisational revenue, customer service, NPS, and customer satisfaction goals
• Translate marketing strategy into actionable operational plans for social media, retail, online vendors, D2C websites, and offline dealer networks
• Create and execute monthly themed campaigns with strategic messaging to drive year-round customer engagement
• Develop and maintain the brand's pitch decks and business profiles for various stakeholders
• Revenue & Performance Management
• Directly responsible for D2C channel revenue performance and website optimisation
• Develop and execute digital marketing campaigns to increase D2C revenues while optimising customer acquisition costs
• Primary KPIs: Lead generation and Customer Acquisition Cost (CAC) reduction
• Report on the effectiveness of marketing activities and campaigns to inform decision-making
• Develop data pipelines and maintain marketing dashboards to measure metrics for strategic decisions
• Brand Guardianship & Creative Direction
• Act as Creative Director, approving all visual assets and content before public circulation
• Ensure all communications adhere to brand voice, colour palette, and brand guidelines
• Oversee product packaging development to ensure attractive, polished designs that resonate with customers
• Maintain and curate the brand's image database of products and events for quality communications
• Approve all media representations of the brand and follow up on required changes with stakeholders
• Channel Management & Dealer Support
• Support sales teams with content and materials needed to market products across regions effectively
• Oversee development of digital and print media to drive product awareness, consideration, and sell-out rates
• Develop and manage programs for top dealer marketing, including in-store activations
• Plan and execute on-ground activations across regions in partnership with top dealers
• Ensure all county licenses are up to date for out-of-home materials (e.g., shop branding) in collaboration with area sales and county representatives
• Digital Marketing & Technology
• Develop and execute digital strategies for the D2C platform to increase revenue and optimise CAC
• Ensure the brand website is updated with relevant customer information and product details as the single source of truth for the brand’s products and user FAQs
• Develop AI automations to improve marketing department efficiency
• Run AI experiments to automate day-to-day tasks, enabling the team to focus on creative and strategic work
• Ensure CRM data cleanliness through periodic audits
• Increase the brand's capacity for data-driven, personalised marketing
• Public Relations & Brand Visibility
• Develop and execute PR plans to secure media attention across TV, radio, and online platforms
• Submit marketing campaigns for industry awards (Marketing Society of Kenya, Digital Media Awards, etc.)
• Ensure brand visibility and recognition across multiple channels
• Team Leadership & Development
• Lead, motivate, and develop the marketing team to grow their capacity, confidence, and morale continuously
• Act as a partner to team members, supporting their professional development
• Collaborate with HR to curate staff events and manage guest visits to the production facility
• Ensure all staff are informed about marketing activities and encouraged to participate in brand excitement
• Educate staff on new product launches and features
• Cross-Functional Collaboration
• Organise product testing sessions for partners to pre-order upcoming and new products
• Ensure sales teams have the necessary content and support across their regions
• Coordinate with various stakeholders to maintain brand alignment
• Work with area sales representatives and county representatives on licensing and compliance

REQUIRED SKILLS & COMPETENCIES

Technical Skills

• Design Proficiency: Advanced skills in Adobe Creative Suite
• AI & Automation: Proficiency in AI prompting and developing marketing automations
• Technology: High level of tech-savviness and ability to implement digital solutions
• Data Analytics: Ability to develop metrics, dashboards, and data pipelines for informed decision-making