Manager Marketing at Kenya Airways

Purpose

This job is responsible for developing and implementing demand and lead generation strategies in the assigned territory. Drive Customer Preference and Loyalty in order to grow revenue, analyze markets and propose strategies; implement those strategies through market research, product development, advertising, and sales promotions within the specified region while at the same time involving KQ in sustainable community development within the KQ network. Your product portfolio will also include KQ subrands support in your markets.  

Responsibilities

Regional Strategy Formulation

• Define, design, develop and implement regional marketing strategies, in order to achieve laid out objectives.
• Liaise with Area Managers to ensure the Marketing plans are aligned to Commercial plans
• Plan and execute market surveys to harness consumer insight and customer attitudes and behavior to shape product and service delivery.
• Competitor intelligence across various platforms to ensure strategies are aligned to market conditions
• Report in writing the performance on the various campaigns and their impact on the bottom-line. (M& E)
• Work closely with the communications team, especially in having a holistic view to campaigns.
• Assist in developing of creative strategies and media executions (360 view).
• Support in crisis management & local media relations in your area.

 Demand Creation and Market Stimulation (Corporate Marketing)

• Drive the implementation of IMC approach to ensure market penetration, retention and boosting of market share, protect dominance in market, and drive out competition by restructuring mature markets.
• Inbound/Outbound Marketing
• Digital Marketing
• Enhance value creation from existing passengers
• Work closely with e-commerce team to ensure alignment in digital strategy
• Cross selling and joint marketing of other KQ products in the regions for revenue generation. (leisure, cargo, training center )
• Innovation in regional campaigns and executions

​​​​​​​Budgetary control

• Develop Yearly regional marketing Cost centre Budgets
• Monitor and control the individual cost centre budget
• Prepare and implement periodic marketing and budgets and monitor to ensure expenditure is in line with the company business plan.
• Prepare budgets for campaigns and monitor and implement accordingly
• Seek partnerships that will ensure efficient budgetary utilization.

​​​​​​​Strategic communication

• Strategic positioning of KQ Brand in the regions
• Regional media influencing and brand endorsement
• Marketing communication localization - Multi languages specific to the regions
• Regional events - golf, safari rally etc. leverage to communicate the brand in the region

Stakeholder Management

• Work very closely with Commercial to understand how to handle competition, and revenue management to execute timely interventions in the market.
• Hold regular meetings and 1:1 with Regional/Country Managers and GSA to exchange ideas as well as corporate direction and expectations in relation to marketing.
• Jointly with the GM Manager identify & implement Sustainability initiatives within your region in line with the KQ focus areas.
• Plan and organize events to communicate KQ brand and create top of mind awareness jointly with Region/Country Managers and events manager.
• Working closely with the Brand Manager ensure there is KQ brand presence within the regional markets including regular audits that ensure product and brand integrity in line with the brand manual/ standards.
• Identify and work with other partners for revenue generation. Leveraging on brands with similar values and affiliations

Skills

• Excellent negotiation, communication interpersonal and people skills
• Excellent organizational, planning and analytical skills
• Good knowledge of Marketing operating environment
• Good knowledge of international parameters affecting marketing
• Strong proficiency in use of IT

Qualifications

• Bachelors degree in Marketing
• Membership/Certification – Relevant Marketing Societies
• CIM Accreditation
• 7 years’ experience in a dynamic market environment
• Experience in handling international corporate marketing