Retail Marketing Manager at Britam

Job Purpose and Key responsibilities

Reporting to the Head of Marketing, the jobholder will be responsible for the Refining and finalize Retail customer segmentation and sizing. He/She would be also responsible for effective and strategic marketing campaigns with positive returns to the business.

Key responsibilities

1. Collaborate with Retail segment lead to understand product offerings and target customers and align on marketing strategies and campaigns
2. Manage and coordinate all Retail segment marketing, advertising, PR, promotional activities in liaison with Group Marketing Manager. 
3. Liaise with the advertising company/ Agency.
4. Responsible for the Retail segment content on Company’s website, including content development and continuous updating of the website and intranet
5. Coordinate and support development and  innovation of Retail segment products
6. Support, facilitate, develop and implement Retail segment’s strategic marketing plans 
7. Develop promotion materials to assist Retail segment Business in marketing activities
8. Prepare the Retail segment’s  marketing budgets
9. Manage the execution and implementation of the Retail segment marketing plans and projects
10. Monitor, review and report on all Retail segment marketing activity and results
11. Demand generation –Carry out activities and programs that drive demand for Retail segment’s products
12. Develop product positioning and messaging that differentiates Retail segment’s products in the market
13. Sales enablement – communicate the value proposition of the products to the sales team and develop the sales tools that support the selling process of your products especially the youth segment.
14. Product launch – plan the launch of new products ,releases and manage the cross-functional implementation of the plan
15. Market intelligence – analyse the buying patterns/behaviour of all the Retail segment target audience
16. Brand development and management
17. Steward of the Retail segment brand that supports brand promise, brand vision, brand position, brand architecture and achieves overall business goals for the brand
18. Ensure that all Retail segment brand assets are effectively managed to deliver a strong Britam brand and grow brand equity.
19. Plan, strategize and execute marketing designs and activities to establish and maintain brand presence in the market. 
20. Assist the Retail segment to live the values, culture and practice company policies.
21. Conducts analysis and periodical review of the brand, competition, customer and consumer trends to enhance the brand’s equity and marketplace performance.
22. Analyzes and provides consumer, category, and brand information to support Retail segment‘s channel marketing and sales in category management and sales presentations.
23. Provides direction for key Retail segment customer innovation summit presentations.
24. Develop Retail segment growth targets, business objectives and brand strategies for the brand that aligns with Britam business plan.
25. Leads the Retail segment brand planning process by developing and executing annual brand target setting & innovation review and brand strategy review. 

Key Performance Measures

• Customer segments and sizing completion
• Revenue booked under new  production campaigns
• Count of new individual customers on boarded

Knowledge, experience and qualifications required

1. Bachelor’s degree in Business or social sciences
2. MBA in Marketing, PR will be an added advantage
3. Professional marketing qualification e.g. CIM or equivalent
4. Member of the Chartered Institute of Marketing
5. 7- 10 years working experience in a similar position with at least 3- 4 years’ experience in management.

Change Leaders in Britam need to

• Strategically lead a function to service customers from a sustainable and growing customer base whilst increasing profit;
• Continuously configure and adapt the functional area to most effectively suite the future view of the business;
• Introduce new concepts so that they are adopted appropriately at the right time (manage the rate of change);
• Be in touch with the changing industry, customer needs and international best practice; 
• Improve the efficiency of the function by appropriately challenging managers about operational and tactical issues; 
• Ensure the function has the most appropriate people capability through effective inspirational leadership, people development, and optimized succession planning; 
• Ensure clarity of expectations for individuals in the function and other stakeholders across the group;
• Facilitate functional integration; 
• Ensure the development and establishment of appropriate behavior and values (culture) within the function that aligns with the strategic direction and values of the business; 
• Coordinate between functions and divisions to ensure optimization of the value chain and resources; 
• Ensure alignment of strategy, objectives and deliverables within the function;
• Develop innovative partnerships and distribution channels to increase Britam’s market penetration;
• Ensure a seamless experience for clients;
• Appropriately allocate funds and capital to maximize shareholder value;
• Adequately manage operational risk;
• Increase operational efficiency; 
• Provide access to accurate and consistent information and services across all channels;
• Improve quality and speed of decision making across the business.