MARKETING MANAGER

Academic and Professional Requirements

The successful candidate should possess:

• A Bachelor’s degree in Marketing, Business Administration, Commerce, Agribusiness, Agricultural Economics or a related field from a recognised institution.

• A postgraduate qualification in Marketing, Business Administration, Strategic Management or a related discipline will be an added advantage.

• Relevant professional certification or membership in a recognised marketing or management professional body.

• At least five (5) years of relevant marketing experience, preferably within the agricultural inputs, agribusiness, retail, FMCG or related sector, with demonstrable responsibility for marketing strategy and business development.

• Demonstrable experience in developing and implementing successful marketing campaigns and customer-development programmes

Required Knowledge, Skills and Competencies

The Marketing Manager should demonstrate:

• Strong understanding of the agricultural inputs and retail industry, including seeds, fertilisers, agrochemicals, animal health products and animal feeds.

• Strong strategic planning, commercial and analytical capabilities.

• Sound understanding of customer behaviour, merchandising, pricing, product positioning and market segmentation.

• Excellent business-development and relationship-management skills.

• Strong project and event-management capabilities with the ability to manage multiple assignments and meet deadlines.

• Creativity and ability to develop innovative and commercially effective marketing initiatives.

• Excellent written and verbal communication, presentation and interpersonal skills.

• Strong negotiation, networking and stakeholder-management skills.

• Proficiency in digital marketing platforms, social media management and marketing analytics tools.

• Working knowledge of Microsoft Dynamics 365 or similar ERP/CRM systems.

• Proficiency in Microsoft Office applications and appropriate data analysis and reporting tools.

• Ability to analyse sales and marketing data and translate findings into practical commercial actions.

• Strong leadership, teamwork and cross-functional collaboration skills.

• High levels of integrity, accountability, initiative and results orientation.

• A strong customer-centric and farmer-focused approach, with a clear understanding of the agricultural market and the needs of farming communities

1. Marketing Strategy and Planning
   - Develop and implement the Association’s annual marketing strategy and business plan in line with overall corporate objectives, sales targets and profitability goals.
   - Prepare annual, quarterly and monthly marketing plans, budgets and activity schedules and monitor their implementation.
   - Develop appropriate market, product, pricing and promotional strategies in collaboration with Management and relevant departments.
   - Identify new markets, customer segments, products and business opportunities to support sustainable revenue growth.
   - Regularly review marketing strategies and programmes based on sales performance, customer feedback, market developments and emerging opportunities.

2. Sales and Business Development Support
   - Develop marketing initiatives that support achievement of branch sales targets and overall Association revenue and profitability objectives.
   - Work closely with Branch Managers to identify sales opportunities, address market gaps and develop targeted interventions for underperforming products and markets.
   - Support customer acquisition and retention initiatives and identify opportunities for cross-selling and expansion of business with existing customers.
   - Identify key customers, influencers, decision-makers and other stakeholders and develop appropriate engagement strategies to strengthen relationships and generate additional business.
   - Support product positioning, pricing and promotional initiatives aimed at improving product uptake and stock turnover.

3. Market Research and Intelligence
   - Conduct regular market research to understand farmer and customer needs, purchasing behaviour, market trends, product demand and emerging opportunities.
   - Collect, analyse and validate market intelligence on competitors, including products, pricing, promotions, distribution channels and market activities.
   - Monitor developments within the agricultural inputs and retail industry and advise Management on emerging trends, technologies, opportunities and potential threats.
   - Analyse sales data, customer insights and market information to support evidence-based marketing and commercial decisions.
   - Prepare and submit periodic market intelligence reports to Management with appropriate recommendations.

4. Brand Management and Customer Experience
   - Develop and maintain a strong and consistent corporate brand across all branches, communication channels and marketing activities.
   - Collaborate with Branch Managers to improve in-store presentation, product displays, signage, promotional materials and overall customer experience.
   - Develop and coordinate production and distribution of marketing materials, including brochures, banners, signage, displays, product information materials and other promotional content.
   - Ensure that all marketing and promotional activities comply with the Association’s corporate identity and brand standards.
   - Promote customer confidence in products stocked by the Association through accurate product information, demonstrations, scientific trial results and appropriate technical support.

5. Product Marketing and Launches
   - Plan and coordinate the introduction and launch of new products across the branch network.
   - Develop appropriate product positioning, communication and promotional strategies in collaboration with suppliers, Branch Managers and relevant departments.
   - Monitor the performance of newly introduced products and recommend appropriate interventions to improve market penetration and sales.
   - Work with suppliers and technical teams to ensure that customers receive accurate information on product application, benefits and performance.

6. Farmer Engagement, Events and Promotions
   - Plan, coordinate and participate in key marketing and farmer-engagement activities, including agricultural shows, field days, crop seminars, farmer training programmes, Crop Productivity Enhancement Projects, demonstrations and Corporate Social Responsibility (CSR) activities.
   - Collaborate with suppliers, Branch Managers and other partners in planning and implementing joint promotional and market-development activities.
   - Ensure that major marketing events have clearly defined objectives, budgets, target audiences and expected outcomes.
   - Evaluate the effectiveness of exhibitions, field days, seminars and other promotional activities and prepare post-event reports with recommendations for improvement.

7. Digital Marketing and Communication
   - Develop and implement the Association’s digital marketing strategy to increase brand awareness, customer engagement and sales.
   - Manage digital marketing initiatives, including social media, email marketing and other appropriate digital communication platforms.
   - Ensure that the Association’s website is regularly updated with accurate, relevant and engaging content.
   - Develop targeted digital campaigns to drive customer traffic to branches and support product promotions.
   - Monitor digital marketing performance using appropriate analytics and recommend improvements based on performance data.

8. Customer and Farmer Database Management
   - Coordinate the collection of farmer and customer data through the marketing team and branch network.
   - Develop and maintain a reliable and up-to-date customer database to support market segmentation, customer relationship management and targeted marketing.
   - Use customer data to develop targeted communication and promotional campaigns while ensuring appropriate confidentiality and responsible management of customer information.
   - Analyse customer trends and purchasing patterns to identify opportunities for customer retention, reactivation and business growth.

9. Stakeholder and Supplier Relationship Management
   - Establish and maintain productive relationships with suppliers, customers, farmers, agricultural institutions, trade organisations and other relevant stakeholders.
   - Work with suppliers and other partners to develop joint marketing campaigns, demonstrations, field days, promotional programmes and product-development initiatives.
   - Identify opportunities for strategic partnerships that enhance the Association’s brand visibility, market reach and commercial performance.
   - Represent the Association, where authorised, in relevant marketing, agricultural and industry forums.

10. Marketing Budget and Performance Management
    - Prepare and manage the annual marketing budget and ensure that expenditure remains within approved limits.
    - Review and validate marketing bills and supporting documentation before submission for processing.
    - Monitor the effectiveness and return on investment of marketing campaigns and promotional activities.
    - Prepare and submit monthly, quarterly and annual marketing performance reports to Management.
    - Maintain appropriate records of marketing activities, expenditures, customer engagement and campaign results.
    - Recommend corrective measures where marketing initiatives are not delivering the expected results.

11. Key Performance Indicators (KPIs)

• Performance of the Marketing Manager will be assessed against indicators including:

• Achievement of marketing-supported sales and revenue targets.

• Growth in customer and farmer numbers.

• Customer retention and repeat-business levels.

• Growth in sales of promoted and newly introduced products.

• Effectiveness and return on investment of marketing campaigns.

• Increase in branch customer traffic and product enquiries.

• Growth and quality of the farmer/customer database.

• Digital engagement and effectiveness of online campaigns.

• Number and effectiveness of field days, crop seminars, agricultural shows and other farmer-engagement activities.

• Timely preparation and implementation of annual and monthly marketing plans.

• Adherence to the approved marketing budget.

• Quality and timeliness of market intelligence and marketing performance reports.

• Brand visibility and consistency across the branch network.

• Effectiveness of supplier and strategic-partner marketing programmes.