Job Summary:

The Marketing Manager is responsible for developing and executing the marketing strategy for NigerBev’s portfolio. This role leads the end-to-end category planning process, including positioning, pricing, channel strategy, and communication plans. The role is key to driving consumer and trade preference, optimizing portfolio performance, and delivering sustainable growth and profitability for the business.

Duties and Responsibilities:

Portfolio Marketing Strategy & Planning:

• Develop and implement a comprehensive marketing strategy covering the full Nigerbev portfolio.

• Lead strategic planning for brand positioning, pricing architecture, promotional plans, and channel strategy.

• Conduct regular analysis of market trends, consumer behaviour, and competitive activities to shape portfolio direction.

Integrated Marketing Communication:

• Lead the development and deployment of ATL, BTL, and Digital campaigns across all key brands.

• Manage creative and media agencies to deliver high-quality and brand-consistent communication.

• Drive storytelling and trade advocacy through compelling brand messaging and toolkits.

Consumer Activations & Engagement:

• Design and execute impactful consumer activations that build brand equity, drive trial, and accelerate market penetration.

• Lead end-to-end activation planning, including concept, execution, vendor management, and post-activation evaluation.

• Collaborate closely with Sales, Trade Marketing, and Field Teams to ensure on-ground excellence and activation alignment.

Product Lifecycle & Innovation Input:

• Lead portfolio lifecycle management, including range optimization, NPD briefs, and SKU rationalization.

• Provide strategic input to the Innovation and Emerging Brands team to ensure new launches align with consumer and market needs.

Cross-functional Collaboration:

• Partner with R&D, Supply Chain, Sales, Commercial Planning, and Finance to ensure alignment on portfolio goals and priorities.

• Engage with external partners, including distributors, retailers, and agencies, for execution excellence.

Performance Management:

• Track key marketing KPIs across the portfolio—volume, value, profitability, market share, brand health.

• Monitor marketing spend and ensure efficient budget allocation across brands and initiatives.

• Continuously optimize campaigns and programs based on performance data and market feedback.

Consumer & Market Insight:

• Leverage research, data analytics, and field insights to deepen understanding of target consumers.

• Translate insights into actionable strategies that strengthen consumer connection and brand relevance.