Marketing Manager

Position: Marketing Manager
Department: Marketing

Reports to: Chief Visionary
Location: Tatu City Kiambu

Direct Reports: Creative Assistance Marketing Executive

Job Type: Full-Time Permanent

About the Role:

The Marketing Manager is the execution engine of the Vision Plus marketing department. You translate the Marketings strategic vision into daily weekly and monthly campaigns. You own D2C performance marketing marketing automation workflows hands-on creative production and retail channel support. You are a player coach: equally comfortable optimizing a Meta Ad building an email workflow in Klaviyo designing a POS flyer in Photoshop and mentoring a junior designer.

Your mandate is to drive qualified lead volume reduce Customer Acquisition Cost (CAC) increase website conversion and deploy AI-powered automation all while ensuring brand consistency across 300 retail partners and all digital channels.

Key Measures of Performance:

The performance of this role holder will be assessed on the basis of the achievements made on:

Lead Generation & Revenue

You will generate at least 800 qualified leads per month by Month 6.

You will drive marketing-attributed revenue of at least KES 5 million per month by Month 6.

Customer Acquisition Cost (CAC) & Efficiency

You will reduce month-over-month Customer Acquisition Cost by 5% on average.

Automation & Experimentation

You will deploy 8 or more live marketing automation workflows (welcome series cart abandonment post-purchase nurture etc.) by Month 9.

You will run a minimum of 8 A/B tests per month across creative audience landing page or offer variables.

Conversion & Digital Performance

You will increase the D2C website conversion rate from 0.5% to 1.5% or higher.

Customer Experience

You will help maintain a Net Promoter Score of 50 or above contributing customer feedback loops and journey improvements.

Organization Reporting Structure:

Key Responsibilities:

1. Strategic Planning & Execution (30%)

Strategic Leadership:

Develop and own the annual marketing strategy aligned with company revenue and market share goals

Lead quarterly strategic reviews with Chief Visionary presenting data-driven insights and pivoting strategies based on performance

Conduct deep market research (consumer trends competitive intelligence pricing dynamics) to inform product and channel decisions

Build 3-year marketing roadmap balancing brand investment performance marketing and innovation

10th Anniversary Campaign (2026 Priority):

Design and execute signature brand campaign celebrating Vision Pluss 10-year "Made in Kenya" milestone

Target: Generate 50M impressions drive 30% brand awareness lift and activate 10000 new customers

Multi-channel campaign integrating TV radio OOH digital influencer partnerships and experiential activations

Budget Management:

Own marketing P&L with quarterly budget allocation and ROI accountability

Optimize spend across brand performance content PR events and partnerships

Target blended marketing ROI of 4:1 or high

2. D2C Revenue & CAC Optimization (25%)

Lead Generation & Conversion:

Target: Generate 800 qualified leads monthly by Month 6; scale to 1500 by Month 18

Own lead quality scoring nurturing funnels and sales handoff processes

Design conversion rate optimization (CRO) programs for website landing pages and checkout flows

Achieve >5% website-to-lead conversion rate and >15% lead-to-purchase conversion rate

Customer Acquisition Cost (CAC) Reduction:

Target: Reduce CAC by 30% within 12 months through channel optimization and automation

Track CAC by channel (Meta Google TikTok influencer retail partnerships offline)

Continuously test creative messaging audience targeting and bidding strategies

Build unit economics models to guide investment decisions

Revenue Attribution & Performance:

Target: Drive KES 5M marketing-attributed revenue monthly (Month 6) scaling to KES 10M (Month 18)

Implement multi-touch attribution modelling across digital and offline touchpoints

Own e-commerce revenue growth with quarterly OKRs (Objective & Key Results)

Collaborate with Sales on co-marketing programs that drive dealer sell-through

3. Brand Guardianship & Creative Direction (20%)

Brand Strategy & Positioning:

Define and protect Vision Pluss brand architecture voice and visual identity

Position "Made in Kenya" as a premium quality signal (not a budget compromise)

Craft brand narratives that connect emotionallycelebrating Kenyan pride innovation and reliability

Creative Excellence:

Direct all creative output (campaigns product launches packaging retail collateral)

Required Skill: Advanced proficiency in Adobe Creative Suite (Photoshop Illustrator Premiere Pro) for hands-on creative reviews and rapid iteration

Lead photoshoots video production and content creation with internal/external teams

Ensure brand consistency across 300 retail touchpoints and all digital platforms

3. Brand Guardianship & Creative Direction (20%)

Brand Strategy & Positioning:

Define and protect Vision Pluss brand architecture voice and visual identity

Position "Made in Kenya" as a premium quality signal (not a budget compromise)

Craft brand narratives that connect emotionallycelebrating Kenyan pride innovation and reliability

Creative Excellence:

Direct all creative output (campaigns product launches packaging retail collateral)

Required Skill: Advanced proficiency in Adobe Creative Suite (Photoshop Illustrator Premiere Pro) for hands-on creative reviews and rapid iteration

Lead photoshoots video production and content creation with internal/external teams

Ensure brand consistency across 300 retail touchpoints and all digital platforms

Customer Storytelling:

Build Voice of Customer (VoC) programs to capture authentic user stories and testimonials

Produce case studies video testimonials and UGC (user-generated content) campaigns

Showcase "1 million homes" stories through documentary-style content

Key Brand KPIs:

Unaided brand awareness: 35% in Nairobi/Mombasa by end of Year 1

Net Promoter Score (NPS): Maintain >50 (currently strong); target >60 by Year 2

Social sentiment: >85% positive mentions across platforms

4. Omnichannel Marketing & Channel Support (15%)

Dealer & Retail Partner Support:

Design and deploy co-marketing programs for Vision Pluss 300 retail stockists

Create point-of-sale (POS) materials retail training decks and incentive programs

Launch "Dealer of the Month" recognition programs to drive partner engagement

Track retail sell-through data and optimize in-store merchandising strategies

E-Commerce Optimization:

Own performanceUX SEO conversion funnels payment gateway optimization

Partner with e-commerce platforms (Jumia Kilimall Masoko) to maximize visibility and sales

Build subscription models and loyalty programs for recurring revenue

Physical Retail Experience:

Collaborate with operations to elevate in-store experiences at flagship locations

Design experiential activations (demo zones try-before-you-buy programs)

Align online and offline pricing promotions and messaging

5. AI-Powered Digital Strategy & Automation (20%)

Marketing Automation Architecture:

Target: Deploy 8 automated workflows by Month 9 covering welcome series cart abandonment post-purchase nurture re-engagement NPS follow-ups

Implement AI-driven email/SMS personalization with dynamic content blocks

Automate lead scoring segmentation and sales alerts

Build WhatsApp Business API automation for customer service and sales

AI Content & Creative Acceleration:

Target: Increase content output by 4x using AI tools (ChatGPT Midjourney Runway Descript)

Generate product descriptions ad copy social captions and blog posts with AI assistance

Experiment with AI video creation for product demos and testimonials

Train team on ethical effective AI prompting and quality control

Predictive Analytics & Optimization:

Build predictive models for customer lifetime value (CLV) churn risk and purchase propensity

Use AI to optimize ad spend allocation across channels in real-time

Implement A/B testing frameworks with statistical rigor (minimum 2 tests/week)

Deploy chatbots for 24/7 customer support on website and social channels

Data Infrastructure:

Ensure clean data pipelines connecting Meta Ads Google Analytics 4 (GA4) CRM e-commerce platform and offline sales data

Build real-time marketing dashboards (Looker Studio Power BI or Tableau)

Conduct monthly data audits to maintain accuracy and compliance

Key Automation KPIs:

Automation rate: 70% of customer communications automated by Month 12

AI content adoption: 60% of content assets AI-assisted

ROAS improvement: 25% efficiency gain from AI optimization vs. manual management

6. PR Awards & Thought Leadership (5%)

Public Relations & Media Coverage:

Build relationships with business tech and lifestyle media outlets (Nation Standard Business Daily TechTrendsKE CIO Africa)

Secure quarterly feature stories highlighting Vision Pluss "Made in Kenya" journey innovation and leadership

Manage crisis communications and reputation monitoring

Industry Awards & Recognition:

Lead submissions for marketing and business excellence awards (e.g. Marketing Society of Kenya awards Finyear Africa Awards)

Target: Win 2 major industry awards within 18 months

Thought Leadership:

Position Vision Plus MD/CEO as a spokesperson on Kenyan manufacturing AI adoption and customer experience

Arrange speaking opportunities at conferences and webinars

Publish quarterly bylined articles or LinkedIn posts under CEOs name

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7. Team Leadership & Development (5%)

Build & Scale a High-Performing Team:

Directly manage 2-person marketing team (with potential to grow to 5 in Year 2)

Assign clear OKRs conduct bi-weekly 1-on-1s and provide ongoing coaching

Foster a culture of experimentation learning and accountability

Hire specialists as needed (content creator performance marketer CX designer)

AI & Skills Development:

Lead internal AI coaching sessionsteaching team AI prompting automation tools and data literacy

Create a learning culture with monthly "Marketing Labs" for skill-building

Allocate 10% of team time for professional development and experimentation

Cross-Functional Collaboration:

Partner with Sales on lead handoff co-selling strategies and feedback loops

Align with Product/Operations on launch calendars inventory planning and customer insights

Collaborate with Customer Experience (CX) team on NPS programs support automation and journey mapping

Work with Finance on budget forecasting unit economics and ROI reporting

Academic and Professional Qualifications:

Bachelors degree in Marketing Business Administration Communications or related field (required)

MBA or professional certifications (e.g. Google Ads Facebook Blueprint HubSpot CIM) are a strong plus

58 years in marketing leadership roles (Brand Manager Marketing Manager Growth Lead or similar)

Minimum 3 years managing marketing budgets >KES 5M annually

Proven track record of scaling D2C revenue and reducing CAC in consumer goods electronics retail or tech sectors

Team leadership experience: Managed or mentored at least 23 direct reports

Kenyan market expertise: Deep understanding of Kenyan consumer behavior media landscape and retail ecosystem

Advanced Adobe Creative Suite Photoshop Illustrator Premiere Pro)must demonstrate hands-on creative skills not just delegation

Performance marketing mastery: Meta Ads Manager Google Ads TikTok Ads Managerproven ability to scale campaigns with ROAS >3:1

AI & automation tools: Hands-on experience with ChatGPT Midjourney marketing automation platforms (HubSpot Klaviyo ActiveCampaign Braze Salesforce Marketing Cloud)

Data analytics: Proficient in Google Analytics 4 (GA4) Looker Studio / Power BI / Tableau for dashboard building SQL basics preferred

CRM & MarTech stack management: Experience integrating CRM e-commerce platforms email/SMS tools and analytics

Strategic Competencies:

AI-first mindset: Proactive adoption of AI to automate optimize and scale marketing operations

Customer obsession: Proven ability to design and improve customer journeys using Voice of Customer (VoC) data NPS programs and empathy mapping

Agile marketing: Comfortable with rapid iteration A/B testing MVPs and sprint-based execution

Data storytelling: Translate complex analytics into compelling narratives for stakeholders and executive leadership

Other Job Requirements: -

Key Contacts Internal & External

Internal: Head of Marketing Sales Manager Warehouse Manager Product Manager Financial Controller.

External: Meta / Google / TikTok account representatives creative freelancers Jumia/Kilimall category managers retail marketing contacts (Naivas Quickmart Carrefour) logistics partners (for promo coordination).

Required Skills:

Academic and Professional Qualifications: Bachelors degree in Marketing Business Administration Communications or related field (required) MBA or professional certifications (e.g. Google Ads Facebook Blueprint HubSpot CIM) are a strong plus 58 years in marketing leadership roles (Brand Manager Marketing Manager Growth Lead or similar) Minimum 3 years managing marketing budgets >KES 5M annually Proven track record of scaling D2C revenue and reducing CAC in consumer goods electronics retail or tech sectors Team leadership experience: Managed or mentored at least 23 direct reports Kenyan market expertise: Deep understanding of Kenyan consumer behavior media landscape and retail ecosystem Advanced Adobe Creative Suite Photoshop Illustrator Premiere Pro)must demonstrate hands-on creative skills not just delegation Performance marketing mastery: Meta Ads Manager Google Ads TikTok Ads Managerproven ability to scale campaigns with ROAS >3:1 AI & automation tools: Hands-on experience with ChatGPT Midjourney marketing automation platforms (HubSpot Klaviyo ActiveCampaign Braze Salesforce Marketing Cloud) Data analytics: Proficient in Google Analytics 4 (GA4) Looker Studio / Power BI / Tableau for dashboard building SQL basics preferred CRM & MarTech stack management: Experience integrating CRM e-commerce platforms email/SMS tools and analytics Strategic Competencies: AI-first mindset: Proactive adoption of AI to automate optimize and scale marketing operations Customer obsession: Proven ability to design and improve customer journeys using Voice of Customer (VoC) data NPS programs and empathy mapping Agile marketing: Comfortable with rapid iteration A/B testing MVPs and sprint-based execution Data storytelling: Translate complex analytics into compelling narratives for stakeholders and executive leadership Other Job Requirements: - Key Contacts Internal & External Internal: Head of Marketing Sales Manager Warehouse Manager Product Manager Financial Controller. External: Meta / Google / TikTok account representatives creative freelancers Jumia/Kilimall category managers retail marketing contacts (Naivas Quickmart Carrefour) logistics partners (for promo coordination). Financial Responsibilities: - Manage monthly performance marketing budget (allocated by Head of Marketing) typically KES 1M2M/month. Track spend vs. return; flag underperforming channels immediately. No direct P&L ownership but accountable for CAC ROAS and CPA targets.

Required Education:

Academic and Professional Qualifications: Bachelors degree in Marketing Business Administration Communications or related field (required) MBA or professional certifications (e.g. Google Ads Facebook Blueprint HubSpot CIM) are a strong plus 58 years in marketing leadership roles (Brand Manager Marketing Manager Growth Lead or similar) Minimum 3 years managing marketing budgets >KES 5M annually Proven track record of scaling D2C revenue and reducing CAC in consumer