Marketing Manager

The Marketing Manager is responsible for developing and executing marketing activities that build enduring brand value across our 35-store network in Kenya and drive commercial growth. Grounded in consumer insight and brand truth, this role balances strategic brand building with tactical retail execution to ensure every customer touchpoint reinforces our brand while driving foot traffic and sales.

KEY RESPONSIBILITIES

1. Brand Strategy & Narrative Development

• Craft and steward the core brand story, ensuring consistent and compelling narrative across all channels (in-store materials, visual merchandising, digital campaigns)

• Maintain rigorous brand consistency across all 35 branches while adapting strategies to seasonal and market demands

2. Integrated Marketing Campaign & Calendar Management

• Develop, implement, and manage a data-backed annual marketing calendar

• Balance long-term brand building with short-term, direct-response campaigns and community engagement

• Align campaigns with company goals: traffic, conversion, Customer Acquisition Cost (CAC), and ROI

3. Local Market Activation & Branch Coordination

• Execute integrated campaigns balancing national brand consistency with branch-specific local targeting

• Identify and capitalize on local events, community activities, and regional opportunities to drive reach, engagement, and footfall

• Coordinate closely with branch managers to ensure proper local implementation of marketing initiatives

4. Performance Analysis & Market Intelligence

• Analyze sales data and track campaign performance against KPIs (brand recall, engagement, conversion, ROI)

• Conduct regular market visits to assess competitor activities and customer preferences

• Use insights to refine strategies and report on brand-building vs. performance marketing effectiveness

5. Brand Asset & Collateral Management

• Oversee inventory and distribution of standardized in-store branded collateral

• Ensure all locations are properly equipped to execute marketing and visual merchandising directives

QUALIFICATIONS & SKILLS (Recommended – to be confirmed with client)

• Bachelor’s degree in Marketing, Business, or related field

• 5+ years of marketing experience, ideally in retail or multi-location operations

• Proven experience in brand strategy, campaign management, and data-driven decision making

• Strong project management and cross-functional coordination skills

• Proficiency in marketing analytics tools and performance tracking

• Excellent communication and stakeholder management skills