Brand Manager at Flour Mills of Nigeria Plc

Flour Mills of Nigeria Plc was incorporated in September 1960 as a private limited liability company, and commenced operations in 1962 with an installed capacity of 600 metric tons per day. The Company was converted to a public limited liability company in 1978, and its shares were subsequently listed on The Nigerian Stock Exchange. In its 54 year history, Flour Mills has remained at the forefront of wheat milling in Nigeria. The Company’s flagship brand, Golden Penny, remains one of the best known and the preferred brands amongst bakers, confectioneries and consumers in Nigeria. Flour Mills has invested over N25billion in milling infrastructure over the last seven years, to maintain its competitive advantage. Today, Flour Mills has a rated milling capacity of over 8,000 metric tons per day, making it one of the largest single site mills in the world. The Company’s flagship mill located in Apapa, Lagos comprises of 10 integrated mills. Each mill was designed as a multilevel operation in order to optimize the use of gravity in the sifting process, thereby reducing the energy requirements. In addition, the Company maintains dedicated mills to the processing of different wheat varieties to produce different flour types. This has ensured consistent quality of its products for 50 years. The Apapa Mill also boasts of modern silos with a storage capacity to 191,000 metric tons. Flour Mills has also made significant investments in power generation. The Company has 11 General Electric (GE) Jenbacher gas generators at its Apapa Mills, with a combined capacity of 30 megawatts. This has enabled the company to reduce the occurrence of production stoppages. In addition, the Company has a 30megawatt diesel plant at the same site to act as a backup in the event of any shortage of feedstock to the gas generators.

Drive brand growth, strengthen market presence, and enhance consumer engagement by developing, executing, and optimizing brand strategies for assigned food product categories.

THE JOB?

• Develop and implement comprehensive brand strategies to achieve volume, revenue, and market share targets.
• Lead end-to-end brand planning, including positioning, messaging, and identity development.
• Conduct market research to gather consumer insights, competitor intelligence, and category trends.
• Initiate product innovation ideas and coordinate cross-functional teams for new product development.
• Manage brand budgets and allocate resources effectively to maximize ROI.
• Track brand performance using key metrics and recommend improvement actions.
• Collaborate with Sales, Trade Marketing, and Production to ensure brand consistency and availability across all channels.
• Build strong agency partnerships and oversee creative and media deliverables.
• Drive promotional activities and evaluate their impact on consumer behaviour and sales.
• Prepare periodic brand performance reports for management decision-making.

THE PERSON MUST HAVE?

• A deep understanding of brand strategy, market positioning, and consumer behaviour to drive brand growth and visibility.
• Strong experience in developing and executing marketing campaigns, product launches, and brand communication initiatives.
• Excellent analytical skills to interpret market insights, track brand performance, and guide data-driven decision-making.
• Exceptional creativity, communication, and presentation abilities for crafting compelling brand stories and engaging stakeholders.
• Strong leadership, project management, and cross-functional collaboration skills to work effectively with sales, marketing, creative, and product teams.

QUALIFICATIONS?

• Minimum requirement: Bachelor’s degree in marketing, Business Administration, Mass Communication, or related field

EXPERIENCE?

• Minimum requirement: 5–7 years’ experience in brand management, preferably in FMCG or food manufacturing.
• Added Advantage: Experience in digital marketing, product innovation, or trade marketing.

Method of Application