Head, Marketing & Communications at Husk Power Systems

Position Objectives

• Are you a determined and friendly professional with an advanced understanding of human behavior and a desire to help consumers find exactly the right product or service to suit their needs?
• Are you a stellar communicator and storyteller? Would you like to pioneer new, data-driven marketing strategies that will unlock the vast potential of the rural customers in Nigeria and other parts of sub-Saharan Africa? If so, you might be a great fit for our company.
• The ideal candidate for this position has a positive attitude, a tireless work ethic and an insatiable appetite for growth.
• We are seeking an experienced leader for the role of Head of Marketing & Branding in Nigeria. This individual will play an integral role in the creating high-impact Go-to-Market (GTM) strategies for its three business lines (microgrids, energy efficient appliances and C&I), designing creative campaigns, benchmarking performance of all campaigns, effectively utilizing marketing analytics and ultimately driving the initiatives responsible for attracting potential customers as well as retaining existing ones.
• The candidate is expected to drive sales through effective marketing campaigns, manage and motivate the team under him/her and coordinate and implement all marketing campaigns in the field.
• The candidate is expected to analyze daily, weekly and monthly results, spot trends and act on them quickly.
• We are looking for someone who has a solid experience in managing customer relationship and loves to grow customer satisfaction.
• This position provides the opportunity to join a growing team that is changing the face of rural electrification in many countries in India and Africa, including Nigeria.

Reports to:

• Nigeria Country Director, with dotted line to Chief Marketing Officer

Responsibilities
Key responsibilities include:

• Design GTM strategies to drive growth of customer base by 10x in 3 years.
• Devise effective traditional and digital marketing plan and engagement process for rural customer base.
• Organize brand promotion and awareness in our communities of operation to meet the aspirations of rural customers.
• Hire a team of marketing associates and help field sales team acquire customers for Husk microgrids and for energy efficient electrical appliances (household and productive use).
• Leverage customer data and focus groups to create relevant insights that can be used to define strategic and targeted marketing activities.
• Communicate with senior management about marketing initiatives and project metrics.
• Build a measurement system for determining the success of each marketing program. Measure and report performance of all campaigns, and assess against goals (ROI and KPIs).
• Leverage Husk strategic partnership with OEMs and other stakeholders (across countries) to build co-branded marketing and branding plan.

Detailed Responsibilities:
Overall Leadership and Management:

• Lead overall GTM strategy across entire product and services portfolio that Husk offers to customers in all states of operation.
• Prepare and manage marketing budget for Nigeria.
• Recruit and lead a stellar team of marketing personnel to drive our goal of rapid customer acquisition and ensure retention.
• Ensure the sales and operations team is seamlessly plugged in the marketing activities to ensure ongoing customer acquisition and product/service sales.
• Mentor direct reports to cultivate skills that makes our B2C strategy successful on the ground
• Support the implementation of creative technology solutions for the brand that increase efficiency, reduce spend and increase marketing reach.
• Prepare marketing report by collecting, analyzing and summarizing campaign and sales data.

GTM Strategy and Managing Marketing & Brand Campaigns:

• Manage the execution of marketing plans and programs, both short and medium range, to support sales and revenue objectives.
• Develop B2C electrical appliance sales campaigns to capitalize on festival season and encourage our customers to acquire modern branded appliances like LED TVs, fans, refrigerators and freezers etc.
• Identify weaknesses in existing marketing campaigns and develop pragmatic solutions within budgetary constraints.
• Engage creative agencies to help produce stellar and effective campaign collaterals.
• Identify strategically aligned local partnership opportunities (traditional and non-traditional) and develop local programs (including outlet visibility and activation) to support.

Analytics and Generating Actionable Insights:

• Analyze historical data from campaigns and available research reports to build and improve marketing campaigns regularly.
• Use data to inform decision-making for strategy development and adjustments as necessary
• Track platform engagement and effectiveness through appropriate analytical tools.

Customer Satisfaction:

• Exceeding customer expectation is what Husk aspires to do every day. You will be responsible for developing a customer satisfaction model and tracking satisfaction
• Ensure that customer satisfaction matrix is deployed at multiple tiers.

Finance and Budget Management:

• Track fluid on-the-go budget spend framework informed by real-time campaign performance analysis that minimizes ineffective spend and maximizes ROI
• Track costs across agencies and technology platform spend
• Track marketing ROI by optimizing content and channel marketing investments
• Test faster and lower cost options for acquiring, engaging and retaining consumers.

Qualifications
Education:

• Bachelor’s Degree is required;
• MBA (with a Marketing concentration) is strongly preferred

Relevant Experience in years:

• 7+ years of total experience in Consumer Marketing function (B2C) with a preference to the ones who are exposed to retail/fast moving consumer goods industry
• Proven track record of innovative consumer marketing accomplishments/high impact results (based on metrics/ROI)
• Good understanding of consumer insights and primary research concepts and tactics such as home use testing, focus groups, surveys, attitudinal, ethnographic and concept testing.
• Ability to work under pressure and to deadline in an independent capacity. To be a self-starter and self-motivator, working effectively with minimal direction
• Strong in storytelling and have excellent communication skills
• Analytically inclined with ability to run numbers to determine ROI and effectiveness of campaigns
• Passion for rural development; experience in rural markets a plus
• Influential leader. Knows how to build, communicate and defend a position and has a demonstrated ability to engage and influence others—up, down and across—to effectively lead.
• Experience in FMCG/telecom/MFI sector preferred

Location and Travel:

• This role is based in Abuja, Nigeria
• Intermittent travel to rural areas required.

Does this sound like you:

• You are driven to support the delivery of business growth in a new market.
• You have a robust industry network and understand effective client engagement practices.
• You are an effective planner and have a strong orientation to process
• You building strong relationship built on trust, and are a strong verbal communicator
• You pride your communication skills.
• Most importantly, candidate must fit company spirit where people work smart, play hard, have fun and are dedicated to success.