Reporting to the VP Marketing-International with dotted line responsibility to the Managing Director of the distributor, the principal function of this job is : to be the expert on the Africa consumer and industrial coating market, including consumers and industrial users, channels of distribution and competition.
The individual will use this knowledge and expertise to set strategy and develop marketing programs that drive market share and category growth for all the company product platforms and brands .
The Marketing Manager will be responsible for driving new product success in our categories, directing brand communications projects, monitoring financials, and managing brand margins.
Analyze research findings and set strategy based on consumer and trade insights.
Execute against these strategic opportunities.
Conduct market audits and create a SWOT analysis of the product categories. Set growth strategies based on our strengths and opportunities to grow the category and take market share from competition.
Look for opportunities to use innovation to gain new and expanded distribution, and then work with and support Sales in winning that distribution.
Innovation goes beyond product to include packaging, point-of-sale and marketing communications.
Develop a 5-Year strategic marketing plan for business expansion, and update it annually. Include acquisition opportunities in the plan.
Regularly liaise with U.S. corporate team for 2-way sharing of product and packaging concepts and successes.
Source and build a relationship with advertising, public relations and web content agencies that have established experience and relationships in our categories.
Write creative briefs and work with marketing agencies in developing and implementing product launches, packaging, p-o-s materials, advertising, public relations, websites, social media and online marketing, promotions, trade show exhibits and literature.
Financials : Manage and monitor the financial aspects of all Rust-Oleum brands. Develop ways to increase margins through both top-line and cost reducing initiatives.
Gather retailer and distributor objectives and knowledge of the marketplace, do store audits, do competitive testing, get point-of-sale data (if allowed), conduct research on customer shopping behavior, and, in the end, bring retailers category solutions ( best practices’ product mix and planogram) that will grow and expand their business.