About the Role
The Marketing Manager is the execution engine of the Vision Plus marketing department. You translate the Marketing’s 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
- Lead Generation & Revenue: You will generate at least 800 qualified leads per month by Month 6, and 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, and 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.
Key Responsibilities
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 Plus's 10-year "Made in Kenya" milestone. Target: Generate 50M+ impressions, drive 30% brand awareness lift, and activate 10,000+ new customers through a 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 higher.
D2C Revenue & CAC Optimization (25%)
- Lead Generation & Conversion: Generate 800+ qualified leads monthly by Month 6; scale to 1,500+ 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: 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: 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. Collaborate with Sales on co-marketing programs that drive dealer sell-through.
Brand Guardianship & Creative Direction (20%)
- Brand Strategy & Positioning: Define and protect Vision Plus's brand architecture, voice, and visual identity. Position "Made in Kenya" as a premium quality signal (not a budget compromise). Craft brand narratives that connect emotionally—celebrating Kenyan pride, innovation, and reliability.
- Creative Excellence: Direct all creative output (campaigns, product launches, packaging, retail collateral). Use 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.
Omnichannel Marketing & Channel Support (15%)
- Dealer & Retail Partner Support: Design and deploy co-marketing programs for Vision Plus's 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 visionplus.co.ke performance—UX, 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.
AI-Powered Digital Strategy & Automation (20%)
- Marketing Automation Architecture: 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: 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.
PR, Awards & Thought Leadership (5%)
- Public Relations & Media Coverage: Build relationships with business, tech, and lifestyle media outlets. Secure quarterly feature stories highlighting Vision Plus's "Made in Kenya" journey, innovation, and leadership. Manage crisis communications and reputation monitoring.
- Industry Awards & Recognition: Lead submissions for marketing and business excellence 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 CEO's name.
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.
- AI & Skills Development: Lead internal AI coaching sessions—teaching 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.
