Brand Manager at Guinness Nigeria Plc

AutoReqId: 43000BR
Location: Lagos, Nigeria
Reports To: Head – Media & Marketing Communications

Purpose

•     Develop the long term strategy and annual implementation plan for Guinness Nigeria & Diageo Brands Nigeria Ltd. Responsible for managing & supervising content development for search engines (SEO) & social media (SMO); whilst ensuring that our digital footprint performs exceptionally well in search engines.
•     Develop the long term strategy and annual implementation plan for GN & DBN brands. Responsible for managing & supervising content development for search engines (SEO) & social media (SMO).

Context/Scope

•     Guinness Nigeria plc is a strategically important market for Diageo and for the Guinness brand globally being the #2 Market globally by volume. We are also leading the Digital Marketing space for Diageo Brands in Africa.
•     The emergence of mobile phone technology as the primary medium of communications within Nigeria (102mn users) has led to a dramatic shift in emphasis from conventional to emerging media.

Financial

•     Annual A&P spend of approximately 74 Billion Naira (GBP£32mn).
•     Management and Accountability for implementation of some portion of the A&P spend

Leadership and Functional Responsibilities

•     Total programme management of the Guinness VIP Digital RM programme. (Guinness VIP SEO, m.guinnessvip.com, PR releases, offline assets), GN & DBN Social Media platforms and other web & mobile platforms of the company.
•     Developing both SEO/SMO strategies and content optimisation guidelines and providing concrete instructions for day to day activities for digital and offline channels.

The successful candidate will have a proven record of the following:

•     Digital Marketing: will be a proven functional expert in this field in addition to regular FMCG Brand Marketing experience. Extensive content briefing, creation, optimization and content strategy experience in order to be able to drive content optimization for GN&DBN digital community.
•     Consumer Insights & Data Analytics Experience: Analytics and fact-based decision making leveraging consumer insights. Passionate about numbers and actions impacting them. Experience with Google Analytics, &/Or Radian6 Analytics tool.
•     Commerciality: Uses performance measurement & sound financial managementt
•     Excellence in Execution: Delivers high quality results consistently.

Top 3 Accountabilities

•     Assist and support the Head, Media & IMC to deliver the AOP growth aspirations in F14 and beyond.
•     Develop and execute ambitious recruitment plans for core brands and other Digital initiatives to be the market leader in Nigeria of Digital Communications.
•     Support & inspire the rest of the Brand Teams as well as collaboratively support the GN plc Customer Marketing team, GN DMC custodian and global DMC custodians ensuring full adherence to DMC and Digital Code of Practice.

Qualifications and Experience Required

•     University degree in marketing / business or other related discipline preferred though not essential.
•     Postgraduate Qualifications an advantage.
•     Proven experience of Digital marketing strategy development and implementation (min 2-3 years).
•     Proven and strong Brand and Trade marketing experience (4-6 years)

Key Experience

•     Experienced level capability on all Marketing Functional capabilities
•     Can demonstrate excellent Commercial judgement & acumen.
•     Experience of working on Digital Activation platforms & understanding of Execution standards required for the demanding consumer.
•     Is experienced at managing key stakeholders nationally & internationally.

Barriers to Success in Role

•     Insufficient experience in the Digital marketing space.
•     Inability to manage and influence a cross functional team
•     Lack of focus on executional rigour & detail.

Flexible Working options
Lagos based with some travels within/ outside Nigeria