About the position
Purpose:
The National Marketing Manager for Liquor Brands is responsible for developing, executing, and overseeing the national marketing strategy to drive brand growth and equity across all regions. This role is central to ensuring the company is positioned as leading brands in the retail and liquor space.
The National Marketing Manager will lead and manage a team, including dedicated Creative Agency Teams, work closely with regional marketing teams, and collaborate with cross-functional departments to ensure brand consistency and the successful execution of marketing initiatives at a national level.
Role reports to the National Liquor Executive
Key Performance Areas:
- Design and execute the overarching national marketing strategy for Liquor Brands, aligning with corporate goals and market trends
- Set annual marketing objectives and KPIs that drive customer engagement, sales growth, and brand awareness across all channels
- Ensure consistent brand messaging and positioning across all marketing materials, campaigns, and touchpoints
- Oversee brand campaigns, product launches, and other marketing initiatives including rewards programmes to maintain a strong, unified brand presence
- Lead the planning and execution of integrated marketing campaigns (including digital, traditional, PR, in-store, and events) tailored to various consumer segments and market conditions
- Collaborate with internal teams (creative, media, digital, sales) and external agencies to produce compelling marketing content and promotions
- Lead market research initiatives to gather consumer insights, track industry trends, and identify opportunities for growth
- Use insights to inform decision-making, optimize campaigns, and adapt marketing efforts to changing market conditions
- Oversee the marketing budget (advertising, promotions, media, sponsorships), ensuring funds are allocated efficiently across projects while maximizing ROI
- Negotiate national promotional income through creative and collaborative campaigns that drive revenue and growth
- Monitor and track campaign expenditures to ensure that projects stay within budget
- Work closely with merchandising, operations, and product teams to ensure seamless execution of campaigns and alignment with business objectives
- Provide leadership and guidance to regional marketing teams to ensure national campaigns are implemented effectively across all regions
- Oversee digital marketing strategy, including promotional and advertising programmes for the Company
- Ensure strong engagement across the Company's digital platforms, driving traffic and fostering consumer relationships
- Regularly analyse campaign performance metrics, consumer behaviour, and sales data to measure success and identify areas for improvement
- Ensure there are processes in place to monitor, identify, and escalate reputational issues emerging on social media and to resolve these timeously
- Prepare regular reports and presentations for senior management to demonstrate the effectiveness of marketing activities
Requirements:
- A Bachelor's Degree in Marketing, Communication, Business Administration, or a related field
- Post Graduate Qualification desirable
- Minimum 10 years in Marketing preferably in FMCG or Liquor industry
- 2 years in leading a team(s)
- Proven experience in executing large-scale national marketing campaigns across multiple channels
- Strong strategic thinking and problem-solving abilities
- High proficiency in digital marketing, including social media, SEO, SEM, and traditional marketing
- Exceptional communication, presentation, and negotiation skills
- Strong project management skills with the ability to manage multiple tasks and deadlines
- Leadership and team-building capabilities
- Strong analytical skills with the ability to interpret data and drive actionable insights
- Creativity and innovation in developing marketing strategies
- Ability to thrive in a fast-paced, results-driven environment
Desired Skills:
- FMCG
- Liquor
- Marketing
- Digital marketing
- Marketing strategies
- Liquor branding
- Brand campaigns
- Product launches
- National Marketing Strategy
- Regional growth
Desired Work Experience:
- 2 to 5 years FMCG
- More than 10 years Middle / Department Management
Desired Qualification Level:
Employer & Job Benefits:
- Medical Aid
- Provident Fund
