Brand & Marketing Manager at So Fresh Neighbourhood Market

So Fresh is Nigeria's number one premium healthy food brand, that provides fresh, good, clean nutrition and promote a healthy lifestyle. At So Fresh, we believe food should be fresh and close to nature as possible, hence we create fresh, tasty, yum, organic, nutritious and healthy food choices. We are big on quality, hygiene, freshness and excellent customer service

Role Summary

• Developing and executing the overall brand and marketing strategy
• Managing brand identity, guidelines, and consistency across all channels
• Overseeing campaign planning, budget management, and ROI tracking
• Leading and mentoring the marketing team (Digital Marketing Officer and Social Media Officer)
• Collaborating with sales and operations to align marketing efforts with business goals
• Reporting on marketing performance to senior leadership.

Job Responsibilities:

Marketing Strategy

• Create marketing strategies to build customer loyalty, brand recognition, increased store footfall and customer satisfaction aimed at driving growth and achieving sales targets
• Lead the development and execution of offline marketing initiatives, including end-to-end activations, campaigns, product launch, and outlet launch to drive awareness, market penetration and customer growth
• Actively collaborate with all internal stakeholders to achieve campaign targets.

Digital Strategy

• Develop and execute an annual Digital Marketing Plan in line with So Fresh strategic objectives and initiatives
• Drive measurable, ROI-focused results by planning and optimizing paid digital campaigns
• Ensure all content deliverables are in line with So Fresh digital brand strategy, brand guide and personality
• Manage the company website to drive visibility, sales, and growth.

PR & Corporate Image Building

• Create and implement PR strategies and initiatives to promote a positive company image and identify opportunities for positive brand messaging
• Monitor public perception, opinions and mentions of the So Fresh brand and amplify the positive sentiments and tactfully counter negative publicity and crisis management
• Produce high quality press releases, newsletter, media kit and related marketing materials that amplify the So Fresh story and build connection with the public and the media.

Business Cycle Management

• Develop and implement marketing strategies and campaigns in line with company’s established business cycle
• Manage the entire process from idea generation to execution, to drive brand awareness, tell the company story and achieve sales target.

Team Leadership & Development

• Lead and manage the marketing department to exceed targets
• Recruit and train the marketing team to ensure their effectiveness and continuous improvement
• Align the marketing team activities with company goals and objectives.

Analytics & Reporting

• Prepare periodic reports on marketing performance to the management
• Create monthly reports on the performance of digital marketing activities against set performance metrics
• Draw meaningful conclusions from activation/campaign data and identify potential opportunities for growth and improvement
• Tracking and reporting on campaign performance, ROAS, and conversion metrics
• Forecast marketing campaign growth and return on investment.

Qualification & Requirements:

• BSc/BA in marketing, communications or relevant field
• 7 years plus cognate experience in Digital Marketing & Brand Management
• Minimum of 2 years’ experience in management capacity
• Proven experience in performance marketing
• Marketing experience in retail, food and related sectors is an added advantage
• Excellent understanding of digital marketing concepts and best practices
• In-depth understanding of Inbound, Outbound and Influencer marketing
• Experience with B2C, social media, Google AdWords, Keyword Planner, email marketing and SEO/SEM
• Practical knowledge of analytics tools and the ability to set up tracking/reporting mechanisms to capture key business metrics
• Proficiency with design tools e.g. Canva, Photoshop, Adobe, Inshot, Figma etc
• Demonstrated communication skills in liaising with internal and external stakeholders.

Method of Application

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