Salary : N800,000-N1,000,000
Responsibilities
The Head of Marketing & Branding is responsible for developing and executing marketing, brand, customer engagement, and growth strategies that drive revenue, increase market share, strengthen brand equity, and enhance customer experience across all business channels. The role provides strategic leadership for brand management, digital marketing, retail marketing, partnerships, campaigns, and customer acquisition.
Key Responsibilities
Marketing Strategy & Business Growth
- Develop and execute annual marketing and brand strategies aligned with business objectives.
- Drive customer acquisition, retention, and revenue growth.
- Translate business targets into measurable marketing initiatives.
- Identify market opportunities, consumer trends, and competitive threats.
- Lead the development of go-to-market strategies for new products and services.
Brand Management
- Own and protect the company's brand identity and positioning.
- Ensure consistent brand messaging across all customer touchpoints.
- Develop initiatives that increase brand awareness, preference, and loyalty.
- Manage corporate reputation and brand perception.
- Oversee brand guidelines and ensure compliance across all departments and partners.
Campaign Planning & Execution
- Lead the planning and execution of integrated marketing campaigns.
- Deliver high-impact campaigns across digital, retail, outdoor, radio, TV, and experiential channels.
- Ensure campaigns are executed on time, within budget, and achieve defined objectives.
- Measure and optimize campaign performance.
Digital Marketing & Customer Acquisition
- Drive digital growth across social media, website, e-commerce, email, and mobile channels.
- Improve customer acquisition cost (CAC) and return on marketing investment (ROMI).
- Lead SEO, SEM, content marketing, influencer marketing, and performance marketing initiatives.
- Grow online sales and digital engagement.
Retail & Trade Marketing
- Develop marketing programs that increase store traffic and sales conversion.
- Support product launches, promotions, and seasonal campaigns.
- Work closely with Retail, Sales, Franchise, and Corporate Sales teams.
- Enhance in-store customer experience and visual merchandising standards.
Public Relations & Corporate Communications
- Manage media relations and corporate communications.
- Develop crisis communication strategies.
- Build relationships with media, influencers, industry stakeholders, and strategic partners.
- Coordinate executive communications and thought leadership initiatives.
Team Leadership
- Build and lead a high-performing marketing team.
- Set clear KPIs and performance expectations.
- Coach, mentor, and develop team members.
- Foster a culture of innovation, speed, accountability, and execution excellence.
Budget & Performance Management
- Develop and manage the marketing budget.
- Monitor ROI across all marketing activities.
- Provide weekly and monthly performance reports.
- Ensure effective allocation of resources and marketing spend.
Key Performance Indicators (KPIs)
- Brand & Awareness
- Brand awareness growth
- Brand preference score
- Share of voice
- Media coverage and PR value
Revenue & Growth
- Marketing-attributed revenue
- Customer acquisition growth
- Customer retention rate
- Sales growth from campaigns.
Digital Performance
- Website traffic growth
- Social media engagement
- Lead generation volume
- Conversion rates
- Return on ad spend (ROAS)
Execution
- Campaign delivery timelines
- Campaign ROI
- Product launch success rate
- Retail activation effectiveness.
Leadership
- Team engagement score
- Talent development and retention
- Cross-functional collaboration rating
Qualifications & Experience
- Bachelor's degree in Marketing, Business Administration, Communications, or related field.
- MBA or relevant postgraduate qualification preferred.
- Minimum of 8–10 years marketing experience, with at least 3–5 years in a leadership role.
- Proven track record of driving business growth through marketing.
- Strong experience in retail, consumer electronics, FMCG, telecommunications, or related industries.
- Strong digital marketing and brand management expertise.
Competencies
- Strategic Thinking
- Creativity and Innovation
- Speed of Execution
- Commercial Acumen
- Data-Driven Decision Making
- Leadership and Influence
- Project Management
- Communication and Presentation Skills
- Customer-Centric Mindset
- Strong Ownership and Accountability
Success Profile
The ideal Head of Marketing & Branding is a growth-oriented leader who combines strategic thinking with relentless execution, delivers measurable business results, inspires teams, strengthens the brand, and drives customer and revenue growth.
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