Trade Marketing Manager - On-Ground & Rural Activation at DAG Industries Nigeria Limited

Role Summary

• This role is responsible for planning and executing on-ground marketing programs that directly drive sales volumes and channel penetration for DAG’s 2W, 3W, tyre, and lubricant businesses across Nigeria and West Africa.
• The focus is on field activations (park by park activities, service camps, etc.), consumer schemes, POP (Point-of-Purchase) materials, and deep rural market engagement — from okada/keke riders and fleet owners to park chairmen, tyre retailers, and truck users.
• The position demands strong field presence, excellent vendor and team management, and an ability to translate field insights into actionable marketing strategies.

Key Responsibilities
Field Marketing & Scheme Execution:

• Design, launch, and track consumer and dealer incentive schemes to boost retail sales and secondary liquidation.
• Ensure 100% on-ground execution of rider scheme programs, promotional offers, and service/finance tie-ups.
• Create and implement POP and BTL campaigns (road shows, test rides, rider meets, park activations, tyre fitment demos, etc.) that directly influence retail and fleet purchase.

Market & Consumer Insight:

• Build and continuously update customer person as for:
  • Okada/keke riders and dispatch/logistics operators.
  • Park chairmen and fleet owners.
  • Tyre retailers, truck operators, and long-haul transport users.
• Conduct market mapping and rural penetration studies to identify new catchment areas, under-served LGAs, and growth opportunities.
• Collect and analyse product feedback (e.g., tyre performance, lube usage) and competition intelligence to support product development and sales strategy.

Vendor & Agency Management:

• Identify and manage vendors for POP production, merchandising, and field activations.
• Negotiate costs, monitor quality, and ensure timely delivery of promotional materials.
• Oversee ground promoters and activation teams, ensuring brand messaging consistency and efficient resource deployment.

Sales Team Enablement:

• Work closely with Regional Sales Managers and ASMs to integrate marketing campaigns with sales targets.
• Provide dashboards, LGA-wise activation calendars, and ROI tracking for each scheme.
• Facilitate training and motivation sessions for field sales teams on new campaigns, product USPs, and market insights.

Brand Building & Rural Reach:

• Strengthen DAG’s brand visibility in remote and semi-urban markets through innovative rural marketing such as community sponsorships, market-day programs, and rider-club engagement.
• Support government or institutional sales drives with field-based brand activations.

Reporting & Analytics:

• Prepare weekly/monthly performance reports on campaign impact, consumer participation, and competitor moves.
• Measure ROI on each scheme (sales uplift, customer acquisition, brand recall) and recommend improvements.

Qualifications & Skills

• Bachelor’s degree in Marketing, Business Administration, or related field (MBA preferred).
• 5 - 10 years’ experience in field / BTL marketing within automotive (2W/3W), tyres, FMCG rural marketing, or related industries.
• Proven ability to design and implement large-scale on-ground activations and trade marketing programs.
• Strong understanding of rider, fleet-owner, and retail tyre ecosystems in African markets.
• Excellent vendor negotiation and budget management skills.
• Proficient in MS Office (Excel, PowerPoint) and marketing analytics.
• Strong leadership, communication, and project management abilities.
• Willingness to travel extensively to rural and semi-urban markets.

Key Competencies:

• Hands-on field orientation and passion for rural market development.
• Strong commercial acumen with a results-driven mindset.
• Ability to bridge marketing with sales execution.
• Strong interpersonal and community engagement skills (park chairmen, fleet owners, dealer networks).
• Creative problem-solving and quick decision-making.

Working Conditions:

• Base: Head Office (Lagos) with extensive field travel across Nigeria (70% of time).
• Working Hours: Monday–Saturday, with flexibility for weekend/market-day activations.