Regional Marketing Strategist – Fuels & Non-Fuels, Africa

Main Purpose:

The Marketing Strategist is responsible for developing and executing marketing strategy for Fuels and Non fuels that enhance brand equity, grow market positioning and positive impact int the P&L, across business sectors i.e. B2C and B2B.

Knowledge Skills and Abilities, Key Responsibilities:

Key Responsibilities

Strategy & Brands Positioning

• Develop strategic marketing plan for fuels positioning, and non-fuels offers (c-store, car wash, food café,), in alignment with Africa Group strategy
• Do detailed research on operating environment, countries and adapt implementation to suit specific country requirements
• Create and champion the implementation of brand architecture solutions across retail network
• In line with Fuel Technical team and retail operations, develop repositioning strategy of Fuels across retail and commercial sectors
• In line with NFR lead, develop brand and communication strategy for c-stores, car wash, and 3rd parties
• Take a lead on driving innovation, value creation and differentiation across business
  
  
  

Execution and Tracking

• Work with the matrxi team to develop and execute marketing campaigns
• Monitor implementation and track performance with clear KPIs that includes, not limited to, sales uplifit, market share, ROMI and customer satisfaction index.
• Track and analyze marketing results to measure effectiveness of marketing campaigns
• Stay up-to-date on marketing trends, sensing and best practices in the industry
• Prepare and monitor marketing budget and spend on a monthly basis
• Detailed analysis of cost vs benefit, pre and post ROMI will be critical
• Be able to use market research to advantage delivery
  
  
  

Compliance Management

• Ensure that all marketing brand guidelines are adhered to across different touchpoints – retail, B2B sectors, offices.
• Ethical approach and compliant to processes with delivery time frame understanding
  
  
  

Stakeholder & Agency /Vendor Management

• Collaborate with different business units and countries to ensure brand and offer integration business wide
• Manage external relations with Agencies i.e. media houses, creatives, etc. to ensure smooth and efficient delivery of briefed projects and initiative
• Collaborate with 3rd Party Parnters on co-branding, sign-off and implementation
  
  
  

Brand Communication

• Develop marketing initiatives to grow Fuel and Non Fuels and deliver campaigns ATL, BTL, TTL
• Work with Digital team to promote awareness whilst growing sales and creating leads across social media, website, and all lines
• Work closely with countries for country tailored campaigns and communication
• Drive customer experience internal departments and ensure alignment across all initiatives
• Be the Brand Ambassador
  
  
  

Educational Requirements

• Bachelors Degree in Marketing, Business Administration or a related field
  
  
  

Experience:

• 5+ years of marketing experience in Retail Fuel value proposition is mandatory
• Deep knowledge in non fuels retail/convenience retail value proposition is a plus
• Experience in a multinational company with matrix organizational structure is a plus
• Knowledge of Africa retail fuel markets landscape is a plus
  
  
  

Requirements:

• Strong creating, developing and execution of marketing campaigns
• Strong analytical and problem-solving skills
• Excellent presentation skills
• Project management mindset
• Proven Stakeholder management
• Be able to work in a matrix and culturally diverse environment
• Ability to work independently
• Resilient and a Go getter
• Accountability
• Commercial awareness/acumen
  
  
  

Competencies:

• Ability to identify and develop business opportunities that current and future organizational competence can fulfill to generate new profitable business.
• Ability to drive business value through the effective marketing of existing and new offerings to customers and stakeholders.
• Ability to build and maintain ethical and trusting relationships, networks or contacts with people who are, or may be, potentially helpful in achieving work-related goals.
• Ability to build lasting engaging relationships with colleagues, superiors, clients, employees and other key stakeholders. Establish and maintain effective relationships with customers and gain their trust and respect. Always acts with customers in mind
• Ability to meet the needs of internal and external customers within business service levels and profitability requirements.
• Able to pursue everything with energy and drive and adapts easily to change.
• Able to set and communicate high standards of performance in alignment with business goals and measures.
• Ability to and hold team members, business units and stakeholders accountable for actions and results and manage expectations, performance and consequences
• Ability to communicate and ensure adherence to performance targets and measures to meet applicable corporate governance and legislative requirements.
• Ability to identify, measure the potential impact of and manage organisational risk.
  
  
  

Key Relationships and Department Overview:

• Internal – Retail operations team, Fuels technical team, Non-Fuels/Convenience Retail Team, Commercial (B2B) team, Finance, Procurement, Legal, Country teams
• External – Customers, Advertising agencies, Media Houses, 3rd Party Partnerships