Marketing Manager at Vision Plus

About the Role:

• The Marketing Manager is the execution engine of the Vision Plus marketing department. You translate the Marketing’s strategic vision into daily, weekly and monthly campaigns. You own D2C performance marketing, marketing automation workflows, hands-on creative production, and retail channel support. You are a player coach: equally comfortable optimizing a Meta Ad, building an email workflow in Klaviyo, designing a POS flyer in Photoshop and mentoring a junior designer.
• Your mandate is to drive qualified lead volume, reduce Customer Acquisition Cost (CAC), increase website conversion and deploy AI-powered automation all while ensuring brand consistency across 300+ retail partners and all digital channels.

Key Measures of Performance:

The performance of this role holder will be assessed on the basis of the achievements made on:

Lead Generation & Revenue

• You will generate at least 800 qualified leads per month by Month 6.
• You will drive marketing-attributed revenue of at least KES 5 million per month by Month 6.

Customer Acquisition Cost (CAC) & Efficiency

• You will reduce month-over-month Customer Acquisition Cost by 5% on average.

Automation & Experimentation

• You will deploy 8 or more live marketing automation workflows (welcome series, cart abandonment, post-purchase nurture, etc.) by Month 9.
• You will run a minimum of 8 A/B tests per month across creative, audience, landing page, or offer variables.

Conversion & Digital Performance

• You will increase the D2C website conversion rate from 0.5% to 1.5% or higher.

Customer Experience

• You will help maintain a Net Promoter Score of 50 or above, contributing customer feedback loops and journey improvements.

Organization Reporting Structure:

Key Responsibilities:

Strategic Planning & Execution (30%)

Strategic Leadership:

• Develop and own the annual marketing strategy aligned with company revenue and market share goals
• Lead quarterly strategic reviews with Chief Visionary, presenting data-driven insights and pivoting strategies based on performance
• Conduct deep market research (consumer trends, competitive intelligence, pricing dynamics) to inform product and channel decisions
• Build 3-year marketing roadmap balancing brand investment, performance marketing, and innovation

10th Anniversary Campaign (2026 Priority):

• Design and execute signature brand campaign celebrating Vision Plus's 10-year "Made in Kenya" milestone
• Target: Generate 50M+ impressions, drive 30% brand awareness lift, and activate 10,000+ new customers
• Multi-channel campaign integrating TV, radio, OOH, digital, influencer partnerships, and experiential activations

Budget Management:

• Own marketing P&L with quarterly budget allocation and ROI accountability
• Optimize spend across brand, performance, content, PR, events, and partnerships
• Target blended marketing ROI of 4:1 or high

D2C Revenue & CAC Optimization (25%)

Lead Generation & Conversion:

• Target: Generate 800+ qualified leads monthly by Month 6; scale to 1,500+ by Month 18
• Own lead quality scoring, nurturing funnels, and sales handoff processes
• Design conversion rate optimization (CRO) programs for website, landing pages, and checkout flows
• Achieve >5% website-to-lead conversion rate and >15% lead-to-purchase conversion rate

Customer Acquisition Cost (CAC) Reduction:

• Target: Reduce CAC by 30% within 12 months through channel optimization and automation
• Track CAC by channel (Meta, Google, TikTok, influencer, retail partnerships, offline)
• Continuously test creative, messaging, audience targeting, and bidding strategies
• Build unit economics models to guide investment decisions

Revenue Attribution & Performance:

• Target: Drive KES 5M+ marketing-attributed revenue monthly (Month 6), scaling to KES 10M+ (Month 18)
• Implement multi-touch attribution modelling across digital and offline touchpoints
• Own e-commerce revenue growth with quarterly OKRs (Objective & Key Results)
• Collaborate with Sales on co-marketing programs that drive dealer sell-through

Brand Guardianship & Creative Direction (20%)

Brand Strategy & Positioning:

• Define and protect Vision Plus's brand architecture, voice, and visual identity
• Position "Made in Kenya" as a premium quality signal (not a budget compromise)
• Craft brand narratives that connect emotionally—celebrating Kenyan pride, innovation, and reliability

Creative Excellence:

• Direct all creative output (campaigns, product launches, packaging, retail collateral)
• Required Skill: Advanced proficiency in Adobe Creative Suite (Photoshop, Illustrator, Premiere Pro) for hands-on creative reviews and rapid iteration
• Lead photoshoots, video production, and content creation with internal/external teams
• Ensure brand consistency across 300+ retail touchpoints and all digital platforms

Brand Guardianship & Creative Direction (20%)

Brand Strategy & Positioning:

• Define and protect Vision Plus's brand architecture, voice, and visual identity
• Position "Made in Kenya" as a premium quality signal (not a budget compromise)
• Craft brand narratives that connect emotionally—celebrating Kenyan pride, innovation, and reliability

Creative Excellence:

• Direct all creative output (campaigns, product launches, packaging, retail collateral)
• Required Skill: Advanced proficiency in Adobe Creative Suite (Photoshop, Illustrator, Premiere Pro) for hands-on creative reviews and rapid iteration
• Lead photoshoots, video production, and content creation with internal/external teams
• Ensure brand consistency across 300+ retail touchpoints and all digital platforms

Customer Storytelling:

• Build Voice of Customer (VoC) programs to capture authentic user stories and testimonials
• Produce case studies, video testimonials, and UGC (user-generated content) campaigns
• Showcase "1 million homes" stories through documentary-style content

Key Brand KPIs:

• Unaided brand awareness: 35% in Nairobi/Mombasa by end of Year 1
• Net Promoter Score (NPS): Maintain >50 (currently strong); target >60 by Year 2
• Social sentiment: >85% positive mentions across platforms

Omnichannel Marketing & Channel Support (15%)

Dealer & Retail Partner Support:

• Design and deploy co-marketing programs for Vision Plus's 300+ retail stockists
• Create point-of-sale (POS) materials, retail training decks, and incentive programs
• Launch "Dealer of the Month" recognition programs to drive partner engagement
• Track retail sell-through data and optimize in-store merchandising strategies

E-Commerce Optimization:

• Own visionplus.co.ke performance—UX, SEO, conversion funnels, payment gateway optimization
• Partner with e-commerce platforms (Jumia, Kilimall, Masoko) to maximize visibility and sales
• Build subscription models and loyalty programs for recurring revenue

 Physical Retail Experience:

• Collaborate with operations to elevate in-store experiences at flagship locations
• Design experiential activations (demo zones, try-before-you-buy programs)
• Align online and offline pricing, promotions, and messaging

AI-Powered Digital Strategy & Automation (20%)

Marketing Automation Architecture:

• Target: Deploy 8+ automated workflows by Month 9 covering welcome series, cart abandonment, post-purchase nurture, re-engagement, NPS follow-ups
• Implement AI-driven email/SMS personalization with dynamic content blocks
• Automate lead scoring, segmentation, and sales alerts

Build WhatsApp Business API automation for customer service and sales

AI Content & Creative Acceleration:

• Target: Increase content output by 4x using AI tools (ChatGPT, Midjourney, Runway, Descript)
• Generate product descriptions, ad copy, social captions, and blog posts with AI assistance
• Experiment with AI video creation for product demos and testimonials
• Train team on ethical, effective AI prompting and quality control

Predictive Analytics & Optimization:

• Build predictive models for customer lifetime value (CLV), churn risk, and purchase propensity
• Use AI to optimize ad spend allocation across channels in real-time
• Implement A/B testing frameworks with statistical rigor (minimum 2 tests/week)
• Deploy chatbots for 24/7 customer support on website and social channels

Data Infrastructure:

• Ensure clean data pipelines connecting Meta Ads, Google Analytics 4 (GA4), CRM, e-commerce platform, and offline sales data
• Build real-time marketing dashboards (Looker Studio, Power BI, or Tableau)
• Conduct monthly data audits to maintain accuracy and compliance

Key Automation KPIs:

• Automation rate: 70%+ of customer communications automated by Month 12
• AI content adoption: 60%+ of content assets AI-assisted
• ROAS improvement: +25% efficiency gain from AI optimization vs. manual management

PR, Awards & Thought Leadership (5%)

Public Relations & Media Coverage:

• Build relationships with business, tech, and lifestyle media outlets (Nation, Standard, Business Daily, TechTrendsKE, CIO Africa)
• Secure quarterly feature stories highlighting Vision Plus's "Made in Kenya" journey, innovation, and leadership
• Manage crisis communications and reputation monitoring

Industry Awards & Recognition:

• Lead submissions for marketing and business excellence awards (e.g., Marketing Society of Kenya awards, Finyear Africa Awards)
• Target: Win 2+ major industry awards within 18 months

Thought Leadership:

• Position Vision Plus MD/CEO as a spokesperson on Kenyan manufacturing, AI adoption, and customer experience
• Arrange speaking opportunities at conferences and webinars
• Publish quarterly bylined articles or LinkedIn posts under CEO's name

Team Leadership & Development (5%)

Build & Scale a High-Performing Team:

• Directly manage 2-person marketing team (with potential to grow to 5+ in Year 2)
• Assign clear OKRs, conduct bi-weekly 1-on-1s, and provide ongoing coaching
• Foster a culture of experimentation, learning, and accountability
• Hire specialists as needed (content creator, performance marketer, CX designer)

AI & Skills Development:

• Lead internal AI coaching sessions—teaching team AI prompting, automation tools, and data literacy
• Create a learning culture with monthly "Marketing Labs" for skill-building
• Allocate 10% of team time for professional development and experimentation

Cross-Functional Collaboration:

• Partner with Sales on lead handoff, co-selling strategies, and feedback loops
•  Align with Product/Operations on launch calendars, inventory planning, and customer insights
• Collaborate with Customer Experience (CX) team on NPS programs, support automation, and journey mapping
• Work with Finance on budget forecasting, unit economics, and ROI reporting

Academic and Professional Qualifications:

• Bachelor's degree in Marketing, Business Administration, Communications, or related field (required)
• MBA or professional certifications (e.g., Google Ads, Facebook Blueprint, HubSpot, CIM) are a strong plus
• 5–8 years in marketing leadership roles (Brand Manager, Marketing Manager, Growth Lead, or similar)
• Minimum 3 years managing marketing budgets >KES 5M annually
• Proven track record of scaling D2C revenue and reducing CAC in consumer goods, electronics, retail, or tech sectors
• Team leadership experience: Managed or mentored at least 2–3 direct reports
• Kenyan market expertise: Deep understanding of Kenyan consumer behavior, media landscape, and retail ecosystem
• Advanced Adobe Creative Suite Photoshop, Illustrator, Premiere Pro)—must demonstrate hands-on creative skills, not just delegation
• Performance marketing mastery: Meta Ads Manager, Google Ads, TikTok Ads Manager—proven ability to scale campaigns with ROAS >3:1
• AI & automation tools: Hands-on experience with ChatGPT, Midjourney, marketing automation platforms (HubSpot, Klaviyo, ActiveCampaign, Braze, Salesforce Marketing Cloud)
• Data analytics: Proficient in Google Analytics 4 (GA4), Looker Studio / Power BI / Tableau for dashboard building, SQL basics preferred
• CRM & MarTech stack management: Experience integrating CRM, e-commerce platforms, email/SMS tools, and analytics

Strategic Competencies:

• AI-first mindset: Proactive adoption of AI to automate, optimize, and scale marketing operations
• Customer obsession: Proven ability to design and improve customer journeys using Voice of Customer (VoC) data, NPS programs, and empathy mapping
• Agile marketing: Comfortable with rapid iteration, A/B testing, MVPs, and sprint-based execution

Data storytelling: Translate complex analytics into compelling narratives for stakeholders and executive leadership

Other Job Requirements: -

Key Contacts – Internal & External

• Internal: Head of Marketing, Sales Manager, Warehouse Manager, Product Manager, Financial Controller.
• External: Meta / Google / TikTok account representatives, creative freelancers, Jumia/Kilimall category managers, retail marketing contacts (Naivas, Quickmart, Carrefour), logistics partners (for promo coordination).