Brand & Communications Manager at Lafarge Africa Plc

⏲ Nov 21, 2023, 8:33 PM
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Lafarge Africa Plc is a member of the LafargeHolcim Group – the biggest building and concrete solutions company in the world. It is a publicly quoted company on the Nigerian Stock Exchange (NSE) and serves Nigeria with a wide range of building and construction solutions designed to meet housing and construction needs from small projects like individual home buildings to major construction and infrastructure projects.

We are recruiting to fill the position below:

Job Title: Brand & Communications Manager

Requisition ID: 2979
Location: Opebi, Lagos

Job Summary

A key contributor to the success of any company strategic plan is an effective Brand & Communication Manager that will demonstrate industry knowledge by translating all company activities and Brand Strategic Plans into excellent plans that will position the company very strongly in the market place and to win at the point of purchase.
The Brand & Communications Manager is accountable for the development and implementation of all Marketing Communications activities, both internally and externally.
Directs and coordinates the efforts of the Marketing Communication Team for the purpose of achieving the defined business growth objectives across all brands.
Works closely with the Commercial Team and external Agencies to develop and implement the Marketing Communications Strategies and activities for the Organization.

Responsibilities
Brand Building Activities:

To create and sustain a robust equity for assigned sub Portfolio that will continue to attract strong consumer loyalty.
Contribute to sub-Portfolio Brand Strategy definition.
Initiate annual Brand marketing review and plans for the Brand with detailed information on Brand marketing objectives in accordance with overall Brand strategy.
Define Brand Communication Strategy in accordance to Plan and Brand Position, selecting the most efficient media mix in alignment with the Portfolio Manager.
To prepare Agency briefs and subsequent evaluation and assessment of subsequent Agency creative proposals.
Creation and exploitation of brand sponsorship platform where applicable, to enhance selected brand health indicators.
Identification of and association with relevant external events/initiatives that will add value to brand equity.
Monitoring related platforms especially those in use by competition
Lead development of advertising materials/creative proposals in each stage before final approval by the Marketing Director.
Propose and test any changes in advertising strategy.
Work collaboratively with Trade Marketing Team to ensure effective Sales Driver deployment of the Brand in all categories of outlets, driving ultimately Equity.
Monitor competitive strategies, advertising and positioning platforms with a view to constantly ensuring continued alignment to Brand positioning.
Report periodically, giving information on all activities undertaken by the Brand and competitive brands.

Drive Market Share and Grow Volume for the Brand:

To achieve and retain a strong share position in the market place.
Ensure that all marketing considerations are taken into account in making volume projections for the Brand.
Propose and execute promotions plans and schemes, in alignment with Trade Marketing Team, after approval by the Marketing Director.
Monitor the effectiveness of all promotional activities, propose relevant modifications and prepare post-promotion reports with appropriate proposals and recommendations.
Constantly monitor changes within the market, analyze the likely impact on the Brand and propose strategies and plans to deliver the volume objectives.
Monitor competitive activities and initiate and execute appropriate action for pre-empting such activities or counteracting their impact.
Work in conjunction with the field sales management and Logistics to ensure regular availability of the Brand in all categories of outlets.
To embark quarterly visits (at least) to the Sales Areas to obtain firsthand information on activities related to the Brand and developments in the market in general.
To initiate and manage new projects and new product developments that are designed to deliver the Brand’s objectives.

Ensure Sustainable Profitability for the Brand:

To guarantee a significant contribution to the overall business objective of delivering outstanding value to all stake-holders
Constantly monitor the industry and advise the Business on a competitive pricing structure for the Brand.
Keep the Brand’s profitability under constant review and to draw early attention to any deviations from estimated profits as a result of sales variations or changes in costs.

Other Accountabilities (Planning, Control and Coordination):

Prepare an annual advertising budget for the Brands in the sub-Portfolio for the approval of the Marketing Director.
Monitor advertising budget ensuring adherence in line with approved plans.
Agree research proposals in conjunction with the Marketing Director, and evaluate the results as they affect overall marketing policy for the Brand.
Check all bills from Agency and suppliers against approved budget and schedules and verify them for payment.
Work with Agency in obtaining approval for new advertising materials and for Brand consumer promotions i.e. NAFDAC, SON etc.
Carry out regular budget-control monitoring exercises to avert over-expenditure.
Prepare a yearly Media Brief for the Agency giving guidance regarding advertising budget appropriation by media.
Ensure that all outdoor hoardings and posters for the Brand are in good condition and that hoardings strategically located.
Monitor and analyze official and unofficial trade margins of competing brands, make appropriate proposals and execute accordingly.
Originate and test any changes in packaging design.
Liaise with Quality Control (Technical) in quality monitoring of products released into the market with a view to ensuring consistency across all factories.
Monitor quality of all packaging materials in consultation with appropriate Controller
Recommend and manage market research requirements for the Brand.

Job Dimension

Working with a team comprises of Digital/media, Sponsorship & Promotions, Research & PR and Marketing Services Staff, the Brand & Communication Manager coordinates at strategic and tactical levels with other functions of the Company, external agencies and consultants.

Key Interfaces, Stakeholders & Relationship:

Work closely with the sales team (trade) in order to understand environmental dynamics and to improve sales and brand visibility.
Internal interfaces with; Sales team, A&C unit heads, Logistics, Customer Service, Segment leads, Leadership Team, Communications and Procurement
Medium level of Internal interfaces : HR & Finance ,
Selected key external interfaces: research agencies, suppliers of point of purchase material, trade partners, Advertising / Strategy Development Agencies; Regulatory bodies – LASAA, OGSAA, OAAN etc

Success Enablers:

Ability to pull wide support quickly from Commercial team, Finance, Corporate, Procurement functions and external Agencies.
Ability to plan strategically
High level of personal integrity and trust.
Ability to properly identify risks, and plan mitigation steps

Profile Required
Educational Qualifications

Graduate caliber essential
Must have 3 - 5 years Brand or Marketing experience.
Brand Image management experience in FCMG or Telco is a plus.
Business orientated professional or post-graduate qualifications an added advantage.

Specific Work Experience:

Demonstrated skills, knowledge and experience in the design and execution of Brand Strategy.
Strong cross-functional stakeholder management skills; previous experience in working with other functions, particularly Sales, Trade Marketing, Procurement, Supply, Finance, and external partners such as ATL and PR Agencies is valuable.
Strong track record in Marketing at management level, with practical experience in brand imagery management.
Depth of experience on how to drive a Marketing organization effectiveness and efficiency.
Previous exposure to strategy development is valuable.
Strong project management skills, Commercial and financial capability are important.

Technical / Functional Skills:

Uses well developed interpersonal skills to build credible relationships
Strong cross-functional stakeholder management skills
Excellent understanding of Brand Management.
Strong oral and written communications skills.
Ability to manage multiple projects at a time.
Strong creative, strategic, analytical, organizational, sales data and trends analysis skills.
Creative thinker with ability to share brand vision with major stakeholder
Credible with key internal and external partners
Good IT skills
Good interpersonal communication skills

Behavioral Competencies: