Head of Brands & Marketing at Ralds & Agate

Mission / Purpose of the Job

• The role is responsible for building the brand and image of the organisation, its products or services by the promotion of brand activities and strategies geared towards establishing and maintaining the presence of the organisation brand with our target stakeholders, developing, executing and measuring marketing programs that increase the brand identity and awareness of the organisation and her products.

Job Responsibilities
Brand Leadership & Corporate Positioning:

• Develop and drive the overarching brand strategy for the organization and all sub-brands / business units.
• Strengthen the organisation’s positioning as the preferred trading and manufacturing partner in Nigeria and Africa.
• Establish and maintain robust brand governance across all customer and stakeholder touchpoints.
• Lead the evolution and management of visual identity systems, brand guidelines, and messaging frameworks.
• Ensure consistent and premium brand representation across physical, digital, and experiential channels.
• Provides strategic input and direction for the company’s brand, developing style guides, templates, and other materials.
• Lead market research initiatives to identify trends, competitor activity, customer needs, and whitespace opportunities.
• Translate customer and market insights into strategic recommendations for growth and positioning.
• Monitor and report on brand health metrics and market perception.
• Oversees the company’s annual brands and communications budget and ensuring its use is fully maximized
• Continuously creates an enduring brand message that results in increased sales, brand loyalty and improving market share.
• Regularly analyses and examines the brand and product strategy and highlighting areas of weaknesses, shortcomings or conflicting messages.
• Develops marketing research report that identifies pain points, solutions, competitors, supply / demand, trends, budgets, brand message and media advertising, financial return and ROI marketing.

Digital Reach and Engagement:

• Develops and executes digital marketing engagement programmes
• Oversee planning and execution of integrated marketing campaigns across digital, print, social media, events, partnerships, and PR.
• Ensure campaign strategies are insight-led, performance-driven, and measurable.
• Manage content strategy and editorial planning to strengthen thought leadership and brand storytelling.
• Oversee digital marketing performance including website, paid media, email, SEO / SEM, and social platforms.
• Plans and manages the content creation and publishing process.

Public Relations and Event Management:

• Formulates and implements public relations strategies, selects and manages communications with external agencies, as well as develops media marketing strategies and other non-campaign activities.
• Monitors press stories relating to the company and its brand.
• Acts as the brand’s spokesperson with media relations.
• Responsible for creating and implementing a long-term communication strategy, and producing a yearly commercial calendar / plan.
• Organizes events such as product launches, exhibitions and photo shoots as part of organaisation or product brand management programs.
• Identify strategic partnerships, sponsorships, and collaborations that enhance visibility and credibility.
• Lead internal and external communication strategies.
• Manage corporate reputation and public relations efforts.
• Represent the organizations at industry events, exhibitions, conferences, and stakeholder engagements.

Budget & Performance Management:

• Develop and manage annual marketing budgets.
• Allocate resources efficiently across campaigns and channels.
• Track and optimize ROI on all marketing spend.
• Provide regular performance reporting to executive leadership.
• Devises, implements and measures marketing strategies for growing customer base
• Executes communication campaigns to attract new customers

Leadership and People Management:

• Role models professional values and etiquette and teaches the team to do the same. Invests in growing self and team. Supports and encourages learning; pursues innovation and new idea generation.
• Responsible for team management and performance. Foster a culture of creativity, accountability, innovation, and execution excellence.
• Build, lead and develop a high-performing marketing team.
• Establish clear KPIs and performance expectations for all team members.
• Provide coaching, mentorship, and professional development opportunities.

Requirements
Knowledge:

• Competitor Analysis; Industry & Market Knowledge; knowledge of Merchandising; Display Management; Strategy and Business Performance; Digital Marketing; SEO / SEM, Google Adwords etc.

Skills:

• Excellent written and oral communication skills; Leadership Skills
• Negotiation skills
• Brand Management
• Marketing Research
• Customer Experience Management
• Public Speaking skills
• Analytical skills
• Commercial Awareness
• Strong organizational skills
• Relationship Management
• Microsoft Office Proficiency
• Social Media & Digital Proficiency
• Project Management
• Financial Management
• Media Planning
• Agency Management
• Public Relations etc.