Senior Marketing Manager at Smart Partners

Job Summary

• The Senior Marketing Manager will provide strategic leadership for the company's marketing and brand development activities, with responsibility for driving market growth, increasing revenue, strengthening brand positioning, and expanding the company's customer base.
• The role involves developing and executing comprehensive marketing strategies across the company's confectionery and Quick Service Restaurant (QSR) operations, identifying new business opportunities, overseeing marketing investments, and ensuring that marketing initiatives deliver measurable commercial results.
• The successful candidate will work closely with management, sales, and operations teams to align marketing strategies with the company's overall business objectives.

Key Responsibilities

Marketing Strategy and Business Growth:

• Develop and lead the implementation of the company's overall marketing strategy in line with its business growth objectives.
• Identify new market opportunities, customer segments, and channels for business expansion.
• Develop strategies to increase market share, brand visibility, customer acquisition, and revenue.
• Lead market research, competitor analysis, and consumer insights to inform strategic decisions.
• Develop marketing strategies for new product introductions, outlet expansion, and business diversification.
• Advise management on market positioning, pricing strategies, customer trends, and growth opportunities.

Brand Management and Market Positioning:

• Provide strategic direction for the company's brand identity, positioning, and communication.
• Strengthen the company's competitive advantage within the confectionery and QSR market.
• Oversee brand consistency across all outlets, marketing platforms, packaging, and promotional materials.
• Develop initiatives that strengthen customer perception, trust, and brand loyalty.
• Identify strategic partnerships, collaborations, and sponsorship opportunities that support brand growth.

Revenue Growth and Customer Development:

• Develop and oversee marketing initiatives that directly contribute to sales growth and profitability.
• Drive customer acquisition, retention, and repeat purchases across all business locations.
• Develop strategies for corporate sales, bulk orders, event catering, institutional partnerships, and other revenue opportunities.
• Oversee promotional pricing, loyalty programmes, seasonal campaigns, and customer engagement initiatives.
• Work with the operations team to assess outlet performance and develop targeted marketing interventions for underperforming locations.
• Evaluate the commercial impact of marketing activities and recommend improvements.

Digital and Integrated Marketing:

• Provide strategic oversight for digital marketing, social media, advertising, public relations, and traditional marketing activities.
• Oversee the development and implementation of integrated marketing campaigns across relevant channels.
• Ensure effective use of digital advertising, influencer partnerships, content marketing, and other customer acquisition channels.
• Evaluate marketing technologies, platforms, and tools that can improve campaign effectiveness and customer engagement.
• Ensure marketing communication reflects the company's brand positioning and commercial objectives.

Marketing Budget and Resource Management:

• Develop and manage the annual marketing budget in line with business priorities.
• Allocate marketing resources effectively across campaigns, outlets, and business units.
• Monitor marketing expenditure and ensure optimal return on marketing investment.
• Evaluate campaign performance, identify cost inefficiencies, and implement improvements.
• Manage relationships with advertising agencies, media partners, vendors, and other external stakeholders.

Team Leadership and Management:

• Provide strategic leadership and direction to the marketing team.
• Establish departmental objectives, performance targets, and accountability structures.
• Recruit, develop, coach, and manage marketing personnel.
• Oversee the execution of marketing plans and ensure effective coordination across team members.
• Build a performance-driven marketing culture focused on innovation, accountability, and measurable results.

Performance Monitoring and Management Reporting:

• Establish marketing performance indicators and measurement frameworks.
• Monitor brand performance, market share, customer acquisition, sales growth, and campaign effectiveness.
• Analyse marketing data and translate insights into actionable business recommendations.
• Prepare and present periodic marketing performance reports to executive management.
• Recommend strategic adjustments based on market developments and business performance.

Key Performance Indicators (KPIs)

• Overall revenue growth attributable to marketing initiatives.
• Market share and brand visibility growth.
• Customer acquisition and retention rates.
• Growth in repeat purchases and customer loyalty.
• Marketing return on investment (ROI).
• Effectiveness of product launches and promotional campaigns.
• Growth in corporate, bulk, and institutional sales opportunities.
• Marketing budget efficiency and expenditure management.
• Achievement of departmental objectives and targets.
• Marketing team productivity and performance.

Qualifications and Experience

• Bachelor's degree or HND in Marketing, Business Administration, or a related discipline. A postgraduate qualification or relevant professional certification is an advantage.
• Minimum of 7–10 years of progressive marketing experience, with at least 3–5 years in a senior marketing management or leadership position.
• Proven experience developing and implementing marketing strategies that deliver measurable business growth.
• Experience in QSR, FMCG, hospitality, food production, retail, or related industries is strongly preferred.
• Demonstrated experience managing marketing budgets, leading teams, and overseeing integrated marketing campaigns.
• Strong commercial understanding of sales growth, customer acquisition, brand positioning, and market expansion.
• Experience managing agencies, strategic partnerships, and external stakeholders.
• Proficiency in marketing analytics, digital advertising, and performance measurement tools.

Required Skills and Competencies:

• Strategic thinking and business development capabilities.
• Strong commercial and financial acumen.
• Excellent leadership and people management skills.
• Market research and competitive analysis.
• Brand strategy and positioning.
• Strong negotiation and stakeholder management skills.
• Data-driven decision-making and analytical ability.
• Budget planning and return-on-investment management.
• Excellent communication, presentation, and reporting skills.
• Innovation, adaptability, and results orientation.

Expected Outcomes

The Senior Marketing Manager is expected to:

• Establish a strong and competitive market position for the company.
• Drive sustainable revenue growth through effective marketing strategies.
• Expand the company's customer base and strengthen customer loyalty.
• Identify and develop new revenue streams and market opportunities.
• Build a strong, recognisable, and trusted brand.
• Establish a high-performing marketing department.
• Ensure marketing investments deliver measurable business value.