1. JOB PURPOSE
The Marketing Manager is responsible for developing, implementing, and managing the company’s marketing strategies to increase brand awareness, market share, product sales, and profitability.
The role involves managing product brands, conducting market research, developing marketing campaigns, coordinating promotional activities, supporting the sales team, managing marketing budgets, and identifying new business opportunities.
The Marketing Manager must have a strong understanding of the Ghanaian FMCG market, consumer behavior, distribution channels, competitor activities, and retail market dynamics. MOREOVER, EXCEPTIONAL CREATIVITY AND INNOVATIVE SPIRIT!
The ultimate objective is to strengthen the company’s brands, increase product penetration, expand market coverage, and achieve sustainable business growth.
2. KEY RESPONSIBILITIES
A. Marketing Strategy and Planning
- Develop and implement annual and quarterly marketing plans aligned with the company’s business objectives.
- Establish marketing strategies to increase brand awareness, market share, sales volume, and profitability.
- Identify target customers, market segments, and new business opportunities.
- Develop marketing strategies for new product launches and existing product growth.
- Monitor market trends, consumer preferences, and competitor activities.
- Recommend appropriate marketing strategies to management based on market intelligence.
B. Brand Management
- Develop and maintain strong company and product brands.
- Ensure consistent brand positioning, identity, and messaging across all marketing channels.
- Develop brand-building activities to improve consumer awareness and product preference.
- Monitor brand performance and recommend improvements.
- Manage product packaging, labels, promotional materials, and brand communication.
- Ensure that all marketing materials reflect the company’s brand standards.
C. Market Research and Competitor Analysis
- Conduct regular market surveys to understand consumer needs and purchasing behavior.
- Monitor competitor products, prices, packaging, promotions, and market strategies.
- Identify market opportunities and potential threats.
- Analyze consumer feedback and product performance.
- Prepare regular market intelligence reports for management.
- Recommend product improvements and new product opportunities based on market findings.
D. Sales and Distribution Support
- Work closely with the Sales Manager to develop strategies for increasing product sales and market penetration.
- Support the expansion of distribution networks across Ghana.
- Develop marketing programmes for wholesalers, distributors, supermarkets, retail outlets, and traditional trade.
- Coordinate trade promotions, retailer incentives, merchandising, and point-of-sale activities.
- Conduct regular market visits to assess product availability, visibility, pricing, and competitor activities.
- Support the sales team in achieving monthly and annual sales targets.
- Develop strategies to improve product penetration in both urban and rural markets.
E. Advertising and Promotional Activities
- Plan and execute advertising campaigns across television, radio, newspapers, outdoor media, and digital platforms.
- Coordinate product promotions, roadshows, sampling activities, trade fairs, and exhibitions.
- Develop promotional campaigns during festive seasons and special sales periods.
- Manage relationships with advertising agencies, media houses, printing companies, and marketing suppliers.
- Monitor the effectiveness and return on investment of marketing campaigns.
- Ensure promotional activities are implemented according to approved budgets and timelines.
F. Digital Marketing and Social Media
- Develop and manage the company’s digital marketing strategy.
- Oversee the company’s social media platforms, including Facebook, Instagram, TikTok, LinkedIn, and other relevant channels.
- Develop engaging digital content to promote company products.
- Coordinate influencer marketing and online promotional campaigns where appropriate.
- Monitor online customer feedback, enquiries, and complaints.
- Analyze digital campaign performance and recommend improvements.
G. New Product Development and Product Launch
- Identify potential new products and market opportunities.
- Work with Production, Quality Assurance, Procurement, and Sales departments on new product development.
- Conduct market research and consumer testing before product launches.
- Develop product positioning, pricing recommendations, and launch strategies.
- Coordinate product launches and post-launch performance assessments.
- Monitor product acceptance and recommend improvements where necessary.
H. Marketing Budget and Performance Management
- Prepare and manage the annual marketing budget.
- Monitor marketing expenditure and ensure cost-effective utilization of resources.
- Evaluate the return on investment of marketing campaigns and promotional activities.
- Prepare monthly and quarterly marketing performance reports.
- Monitor sales growth, brand performance, market share, and marketing effectiveness.
- Provide management with recommendations for improving marketing performance.
I. Customer and Consumer Relationship Management
- Develop strategies to improve consumer satisfaction and brand loyalty.
- Coordinate consumer engagement programmes and feedback collection.
- Work with Customer Service and Sales teams to address product-related complaints.
- Identify opportunities to improve customer experience and product acceptance.
- Develop consumer loyalty and retention programmes.
3. QUALIFICATIONS AND EXPERIENCE
- Bachelor’s degree in Marketing, Business Administration, Marketing Management, or a related field.
- An MBA or professional marketing qualification is an added advantage.
- Minimum of 5 years of relevant marketing experience, preferably in the FMCG industry.
- At least 2–3 years in a supervisory or managerial position.
- Proven experience in brand management, product marketing, trade marketing, and promotional campaigns.
- Good understanding of Ghana’s FMCG market and distribution systems.
- Experience working with wholesalers, distributors, supermarkets, retailers, and traditional trade channels.
- Demonstrated ability to develop and execute successful marketing strategies.
4. REQUIRED SKILLS AND COMPETENCIES
- Strong strategic marketing and business development skills.
- Excellent communication, presentation, and negotiation skills.
- Strong leadership and team-management abilities.
- Good understanding of consumer behavior and market research.
- Excellent analytical and problem-solving skills.
- Strong budgeting and financial management skills.
- Knowledge of digital marketing and social media management.
- Ability to analyze sales and marketing data.
- Strong project management and organizational skills.
- Proficiency in Microsoft Excel, PowerPoint, Word, and marketing analytics tools.
- Ability to travel regularly for market visits across Ghana.
- Results-oriented, creative, proactive, and commercially minded.
5. KEY PERFORMANCE INDICATORS (KPIs)
The Marketing Manager’s performance will be evaluated based on the following:
- Sales Growth: Achievement of agreed product sales growth targets in collaboration with the Sales Department.
- Market Share: Improvement in the company’s market share within targeted product categories.
- Brand Awareness: Growth in brand recognition and consumer preference.
- Market Penetration: Expansion of product distribution and availability across Ghana.
- New Product Performance: Successful introduction and market acceptance of new products.
- Marketing ROI: Return on investment from advertising and promotional campaigns.
- Marketing Budget Control: Effective management of the approved marketing budget.
- Trade Marketing: Improvement in product visibility, merchandising, and retail execution.
- Market Research: Timely submission of competitor analysis and market intelligence reports.
- Campaign Effectiveness: Successful execution of planned marketing activities within agreed timelines and budgets.
- Consumer Engagement: Improvement in consumer feedback, satisfaction, and brand loyalty.
6. WORKING RELATIONSHIPS
Internal Departments:
- Managing Director / General Manager
- Sales and Distribution Department
- Production Department
- Quality Assurance Department
- Research and Development
- Procurement Department
- Finance Department
- Human Resources Department
- Customer Service Department
External Stakeholders:
- Advertising and marketing agencies
- Media houses
- Distributors and wholesalers
- Supermarkets and retail outlets
- Marketing research companies
- Digital marketing agencies
- Influencers and brand ambassadors
- Industry associations
7. GENERAL REQUIREMENTS
- Maintain professionalism, integrity, and accountability.
- Protect the company’s confidential business and marketing information.
- Ensure compliance with company policies and applicable Ghanaian advertising and consumer protection requirements.
- Ensure marketing and promotional claims are accurate and properly substantiated.
- Work collaboratively with other departments to achieve company objectives.
- Perform other reasonable duties assigned by management in line with the position.
Closing Date: 20th November, 2026
HOW TO APPLY
Submit your CV to viola.cao@lavonce.com
State the position you are applying for as the subject of your email
Location: Accra