Senior Manager - Regional Marketing at MTN Nigeria

Reports To: General Manager - Brands and Communications

Division: Marketing 

Mission:

• Drives business growth and brand excellence by developing and executing regional marketing strategies that cascade brand and product propositions across all channels and touchpoints. 
• Leverages cross-functional collaboration to deliver impactful marketing activations, trade visibility, and customer education initiatives that drive brand preference, product adoption, and revenue growth. 
• Ensuring consistent brand identity and maximizing brand activation opportunities, the role contributes to MTN's market share growth and competitive advantage.

Description:

• Develop and execute annual /regional marketing plans for customer education, brand preference, brand loyalty and product/proposition adoption in the regions
• Work with the integrated marketing agency to develop regional adaptations of campaigns being developed by the master brand team
• Ensure all campaigns are speedily deployed across the appropriate channels in the regions at the same time a national campaign goes live. 
• Articulate a clear and compelling strategy for channel marketing for regional propositions and other products & services.
• Create and implement a long-term retail/on-ground strategy, producing a yearly “boots on the ground strategy” working the Sales team and other industry sectors to achieve business KPIs
• Ensure MTNN’s corporate identity is adhered to on all trade communication materials working with the Master brand team
• Compile regional competitive intelligence using detailed market and audience analysis.
• Ensure standardization of communication materials in all channels, MTN shops and the trade in line with corporate identity compliance 
• Work with the sales team to ensure retail audit of all MTN stores
• Prepare communication material deployment plans for all channels in the regions to ensure materials deployed are in line with Business priorities
• Identify and take advantage of new business opportunities, e.g., partnerships with FMCGs and other sectors through value-based symbiotic relationships to push product adoption in the trade.
• Maintain leadership in trade visibility in key commercial nerve centres and revenue generating markets working with the GTM teams.
• Drive customer education in the channels working with the Sales 
• Measure and report performance of all field activations and assess against goals (ROI and KPIs) working with the sales team 
• Identify new local trends/insights in the regions to enhance communication and brand relevance in the regions
• Organize mystery shopping to ensure product knowledge of customer interfacing staff 
• Lead and coordinate the activation agencies/sales reps to deliver on all KPIs set for on-ground product adoption activities/regional sponsorships working with the sales teams
• Articulate agency /sales rep KPIs for all activations working with the respective commercial functions
• Budget optimization for greater efficiency and output.

Education:

• A first degree in Marketing, Mass communication, a business-related degree, or any social science discipline
• A post-graduate diploma in Marketing, Business Administration or a related discipline
• Master’s in business administration will be an advantage
• APCON Certification
• Fluency in English and other local languages

Experience:

9 - 17 years’ experience which includes:

• At least 8-12 years in core marketing, Go-to-market strategy, regional marketing and brand activations 
• At least 8 years of proven experience in developing and executing Marketing strategies, retail marketing and Go-To-Market plans
• At least 4-6 years in a leadership role managing teams
• Strong leadership and decision-making skills
• Strong interpersonal skills
• Excellent understanding of Brand strategy, Sponsorships and promotions, brand activations and trade marketing
• Adept in handling time-sensitive projects and deadlines, planning of promotions with focus on on-ground product adoption strategies
• Excellent relationship management and stakeholder engagement skills