Open Roles 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).

go to method of application »

About the Role:

• The General Manager is the on-the-ground commander of the "Vision Plus 2026 Integrated Business Strategy: 'Profitable Precision.'" This role exists to transform the strategic document into a daily reality. The GM will personally drive the company’s pivot from "growth-at-all-costs" to profitability-first, focusing on operational excellence, channel mastery, and ruthless execution of the 80/20 Fortress.
• The primary mandate is to achieve the KES 1.1B realistic revenue target (stretching to KES 1.5B) while turning the -5% net margin into a positive +3% to +5%. This is a turnaround role requiring a hands-on leader who can fix broken operations (11-day TAT, 86% OTIF), manage a lean KES 100M operating budget, and align siloed departments into a single, accountable unit.

Key Measures of Performance:

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

Operational Excellence (40% of scorecard)

• Turnaround Time (TAT): Average repair TAT reduced from 11 days to 3 days by Q2 / 1 day express by Q4.
• On-Time In-Full (OTIF): OTIF rate improved from 86% to ≥95% by Q2 / 97% by Q4.
• Inventory Turnover: Achieve 6x per year (60-day maximum age for any SKU).
• Stock-Out Days (Hero SKUs): Zero stock-out days per month for VP8832SW and VP8843SW.
• Spare Parts Fill Rate: ≥90% fill rate for top 20 failure-prone parts.

Sales Effectiveness (30% of scorecard)

• Total Revenue: Achieve KES 1.1B (realistic) / KES 1.5B (stretch).
• Revenue by Channel: Retail (KES 400M), D2C (KES 300M), Luthuli (KES 350M).
• Top 10 Customer Concentration: Reduce from 65% to ≤50% by Q4.
• TV + Soundbar Bundle Attach Rate: Achieve ≥40% of TV sales.

Marketing Efficiency (15% of scorecard)

• Customer Acquisition Cost (CAC): Maintain <KES 2,000 per customer.
• Net Promoter Score (NPS): Achieve >50 (industry benchmark is 40).
• D2C Website Conversion Rate: Increase from 0.5% to ≥1.5%.
• Website Traffic: Sustain ≥50,000 visits/month.

Financial Discipline (15% of scorecard)

• Net Margin: Improve from -5% (2025) to ≥+3% (realistic) / +5% (stretch).
• Credit Note Volume: <KES 5M per month (early warning) / <KES 2M per week (stretch).
• Aging Inventory (>60 days): Zero aging inventory entering 2027.
• In-Warranty Resolution <48 Hours: 80% of cases resolved within 48 hours.

Team Alignment & Culture (qualitative, reviewed quarterly)

• Leadership Meeting Attendance: ≥95% attendance at weekly Monday 8am sync.
• Cross-Functional Blocker Count: Zero unresolved blockers >48 hours.
• Employee Sentiment (Pulse Check): Average score >7/10 from leadership team.
• Strategic Health Check Status: No "Red" status for 3 consecutive weeks.

Key Responsibilities (Aligned to the 5 Pillars): -

Pillar 1 & 2: Product & Portfolio Execution (TV Fortress & Audio Cash Engine)

• Lead the Hero SKU Strategy, ensuring 80% of resources are focused on VP8832SW, VP8843SW, and VP8850KV to hit the KES 900M TV revenue target.
• Execute the SKU Pruning decision immediately, discontinuing the 14 identified under performers (e.g., VPSG1, VP2060TS) and clearing all aging inventory by Q4 2026.
• Own the TV + Soundbar Bundle launch (Home Cinema Starter, Family Entertainment, Ultimate Experience), driving a minimum 25-30% attach rate.
• Oversee the successful launch of 4 new high-margin audio SKUs (Entry Soundbar, Dolby Atmos, Bluetooth Speaker) ensuring they meet the >25% margin threshold.

Pillar 3: Operational Excellence (The Foundation)

• Lead the "24-Hour Promise" turnaround: Reduce average TAT from 11 days to 3 days by Q2 and achieve 1-day express service in Nairobi by Q4.
• Drive OTIF from 86% to 95% by implementing documented SOPs, cycle counting, and a penalty/reward system in the warehouse.
• Enforce financial discipline by leading the monthly SKU profitability review (Kill/Keep/Fix framework) and controlling the "credit note hemorrhage" (requiring CFO approval for any >KES 50,000 credit note).
• Manage working capital ruthlessly, ensuring inventory velocity (<60 days for any SKU) and extending supplier payment terms.

Pillar 4: Channel Mastery & Revenue Growth

• Personally oversee the Top 10 customers (65% of revenue) to prevent churn, while leading the diversification strategy to reduce this concentration to 50% by Q4.
• Drive channel prioritization: Allocate sales effort 70% to Tier 1 (Retail/D2C/Luthuli), 20% to Tier 2 (Corporate/Online), and 10% to Tier 3 (Govt/Brand Stores).
• Triple D2C conversion rates (from 1.2% to 3.6%) by executing the website UX overhaul, Lipa Later integration, and WhatsApp commerce.

Pillar 5: People & Culture & Strategic Alignment

• Break down silos by chairing the mandatory 90-minute Weekly Leadership Sync (Mon 8 AM) and enforcing the "One Vision Plus" Scorecard (all leaders compensated on company revenue, net margin, and their departmental KPI).
• Lead the Q1 hiring sprint to onboard 4 critical roles (2 Regional Sales Managers, Financial Analyst, Service Coordinator, Digital Marketing Specialist) within the KES 14M budget.
• Institute the Weekly Strategic Health Check, using the 5 diagnostic questions to assess Market Fit, Operations, Finance, Competition, and Team Alignment, triggering the escalation protocol when red flags appear.
• Champion the "Ownership Mindset" (NO BCE) , conducting blameless post-mortems and celebrating cross-functional wins.

Business Intelligence & Execution Cadence

• Operate the BI Dashboard as the single source of truth, reviewing Tier 1 (Executive) metrics daily and Tier 2 (Functional) metrics weekly.
• Lead the Daily Huddle (15 min) , Weekly Leadership Sync (90 min) , Monthly Business Review (3 hours) , and Quarterly Strategy Review (full day) as defined in Section 12.4.
• Track leading indicators (website traffic, dealer order frequency, service backlog) religiously to predict and prevent problems.

Academic and Professional Qualifications:

• 8+ years in General Management, Operations, or Commercial leadership.
• Must have P&L experience turning around a low-margin business (Consumer Electronics, FMCG, or Retail preferred).
• Proven track record managing supply chain complexity (importing/inventory) and service operations.

Mindset:

• "Ownership" over "Blame." You hate excuses (No BCE: No Blaming, Complaining, Excuses).
• 80/20 Mentality: You are allergic to complexity; you prioritize 2 hero SKUs over 20 losers.
• Resilience: You understand that TAT reduction from 11 days to 3 days will be painful before it works.
• SEZ operations knowledge
• Proven experience in a turnaround or high-growth, capital-constrained environment.
• Track record of improving TAT, OTIF, and inventory turnover in a multi-channel distribution business.
• Experience managing China-Kenya supply chains and working with contract manufacturers.

Technical Skills:

• Deep understanding of supply chain (import, export, warehousing, last-mile logistics, service center management).
• Highly data-literate: Google Data Studio (or Power BI), ERP systems (Zoho or similar), and Excel modeling.
• Familiarity with SKU profitability analysis and demand forecasting (30-60-90-day rolling).
• Knowledge of 6S, Lean, or Kaizen methodologies.

Physical Requirements:

• Able to spend significant time on the warehouse floor, service center, and in the field (not just desk-based).
• Willing to travel to Coast, Riftvalley, Mt. Kenya and Nyanza regions at least once per quarter.

Soft Skills (Desirable)

Other Job Requirements:

Key Contacts – Internal & External

• Internal: CVO, Head of Service, Head of Warehouse, Head of Production, Head of Sales, Marketing Manager, Financial Controller.
• External: Chinese supplier partners, logistics service providers (G4S, Wells Fargo, Sendy, Glovo), key retail buyers and online vendors (Naivas, Quickmart, Carrefour, Jumia, Masoko, etc), Luthuli dealers, KRA/KAM representatives, SEZ Officials.

Financial Responsibilities

• Steward of KES 100M operating budget (approval authority up to KES 5M per item; above requires Chief Visionary approval).
• Accountable for inventory value (working capital) and margin protection.
• Joint responsibility (with CFO) for credit notes control and pricing discipline.

 Requirements

Academic and Professional Qualifications:

• 8+ years in General Management, Operations, or Commercial leadership.
• Must have P&L experience turning around a low-margin business (Consumer Electronics, FMCG, or Retail preferred).
• Proven track record managing supply chain complexity (importing/inventory) and service operations.

Mindset:

• "Ownership" over "Blame." You hate excuses (No BCE: No Blaming, Complaining, Excuses).
• 80/20 Mentality: You are allergic to complexity; you prioritize 2 hero SKUs over 20 losers.
• Resilience: You understand that TAT reduction from 11 days to 3 days will be painful before it works.
• SEZ operations knowledge
• Proven experience in a turnaround or high-growth, capital-constrained environment.
• Track record of improving TAT, OTIF, and inventory turnover in a multi-channel distribution business.
• Experience managing China-Kenya supply chains and working with contract manufacturers.

Technical Skills:

• Deep understanding of supply chain (import, export, warehousing, last-mile logistics, service center management).
• Highly data-literate: Google Data Studio (or Power BI), ERP systems (Zoho or similar), and Excel modeling.
• Familiarity with SKU profitability analysis and demand forecasting (30-60-90-day rolling).
• Knowledge of 6S, Lean, or Kaizen methodologies.

Physical Requirements:

• Able to spend significant time on the warehouse floor, service center, and in the field (not just desk-based).
• Willing to travel to Coast, Riftvalley, Mt. Kenya and Nyanza regions at least once per quarter.