Marketing and Communications Manager at Vivo Energy

Job Purpose

• To provide strategic, effective and professional corporate communications support to Vivo Energy Burkina, including – but not limited to – corporate brand reputation building, internal communications, media relations, digital & social media, stakeholder management, community investment and issues & crisis management.
• To formulate, direct and implement the OU Strategic Marketing Plan that will support the   achievement of: volume growth, market penetration, brand health and financial targets for the brands under   scope.
• Responsible for establishing and implementing the OU Marketing Plan, based on the Marketing Planning Process and aligned with both the OU Business Objectives and the Central Marketing Strategy.
• The role requires a strong understanding of retail channels and general consumer and customer marketing principles.
• Success in this role will require a close relationship with the OU Retail and B2B teams, Distribution teams, Technical teams, Convenience Retail teams, ONFR teams, Central Marketing teams and SBI (Shell Brands International).
• The role requires a strong understanding of retail channels and general consumer and customer marketing principles. A deep understanding of the external market and competitor activities is also essential

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Principal accountabilities:

Communication

• • Develop and deliver a strategic communications plan for Vivo Energy Burkina – in line with the Group strategy and plan – that delivers value to the company.
  • Work closely with the leadership team to build the Vivo Energy’s reputation.
  • Build and deliver a media strategy that supports a range of reputation building activities.
  • Develop and personally undertake a comprehensive Government engagement programme to build and develop relationships with different levels of governmental authorities.
  • Design and deliver communications plans and activities to support the company’s community investment programme.
  • Understand the main social media platforms, and have the ability to community manage and build Vivo Energy Burkina social media presence.
  • Plan and deliver the company’s internal communications activity, including organizing staff events and meetings; developing content and updating the company intranet site; and creating innovative ways to communicate with staff.
  • Organize crisis preparedness training and be an integral part of managing any company issue or crisis situation, per the crisis management plan, by delivering crisis communications support.
  • Be the company’s spokesperson, when required.
  • Ensure that all corporate branding is executed according to the Group’s brand guidelines.

Strategic Marketing Planning

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    • Leads the development and implementation of the annual strategic marketing plans, with the supervision of the Central Marketing team, to achieve defined business objectives across all product categories and all channels
    
    
    • Translates business unit objectives and strategies to develop brand portfolio objectives, strategies and plans to facilitate business unit growth
    
    
    • Develops strong brands, targeting identified market and consumer needs, in order to expand the market and increase Vivo Energy’s share of market in the various consumer and customer segments
    
    
    • Set marketing objectives including sales, profit targets, brand indicators, consumer/customer satisfaction measures and ensure follow through to implementation
    
    
    • Leads new product launches, working closely with the Central Marketing team to develop impactful and effective launch plans
    
    
    • Creates and implements impactful promotional programs and strategies that drive sales, traffic and conversion to achieve business objectives
    
    
    • Directs and evaluates regular market research to guide strategy and tactics and implements marketing plan changes as required
    
    
    
    
  
  
  
  

Messaging

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    • Leads the development and implementation of the marketing communications strategy for the brands under scope, under the supervision of the Central Marketing team
    
    
    • Professional use of market communications including the economic use of Market Research, Strategic Planning, Advertising, Media, Sales promotions, Event Marketing, PR, Branded signage, Sponsorships and Database Marketing.
    
    
    • Selects and manages external advertising and promotional agencies to extract maximum value and efficiencies
    
    
    • Ensures correct application/implementation of Group Brand & Communications guidelines/policies.
    
    
    • Acts as the OU focal point with SBI to secure timely approval of all Fuels campaigns
    
    
    
    
  
  
  
  

Customer Value Proposition

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    • Leads the development and implementation of differentiated CVPs, under the guidance and supervision of the Central Marketing and Central Heads of Business (Retail & Commercial)
    
    
    • Works with the OU Heads of Business (Retail & Commercial) to adapt centrally defined offerings, or offerings identified as best practices in other OUs, ultimately develop segment-specific offerings, and is responsible for tracking and measuring progress.
    
    
    
    
  
  
  
  

Financials

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    • Prepares annual SP&A (Sales Promotion & Advertising) budgets and manages the delivery of all marketing activity within the agreed budget
    
    
    • Monitors the business performance of the various categories and recommends corrective action when needed
    
    
    • Evaluates ROMI of marketing initiatives and conducts post investment reviews.
    
    
    
    
  
  
  
  

Pricing

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    • Be the owner of pricing for all brands within the OU, working closely with finance and sales teams.
    
    
    • Monitor prices and drive price positioning to extract value by price and brand mapping. Make recommendations for pricing with guidance from brand managers.
    
    
    
    
  
  
  
  

Channel Management

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    • Determines the most appropriate channel/sector mix to service key target customers or consumer segments
    
    
    • Develops channel strategies designed to avoid channel/sector conflicts.
    
    
    
    
  
  
  
  

Interface with Sales

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    • Working with Commercial and retail sales teams to agree objectives, strategies, CVP’s and implementation plans for all key channels and sectors.
    
    
    • Form the link with Sales teams in implementing new propositions, providing appropriate tools, coaching and support and to track implementation of key initiatives against KPIs.
    
    
    • Ensure all local sales staff are armed with all the marketing and sales tools required to support the channel CVP’s and are fully trained and prepared to deliver these to customers.
    
    
    
    
  
  
  
  

People

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    • Manages, motivates and coaches direct reports to achieve set targets
    
    
    • Manages the performance appraisal process for direct reports
    
    
    • Manages the development of direct reports
    
    
    
    
  
  
  
  

Others

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  Close interaction with Supply Chain to ensure promotional support and forecasts are shared
  
  

Job Knowledge , Skills and Experience

• Senior level Marketing professional with over eight (8) years of experience


• Bachelors degree in Marketing or Communications or related qualification


• Accreditation with relevant professional bodies


• Proven communications support to senior executives.


• Proven track record of creating and managing effective alliances with various stakeholders (i.e. customers, media, colleagues, Governments etc.)


• Strong Retail Marketing experience would be an advantage


• Highly evolved marketing skills and track record of converting marketing strategy into local implementation.


• Key skills:
  
  
  
  • Translation of market research in customer offer refinements
  
  
  • Developing and refining CVPs and ensuring rigorous implementation
  
  
  • Developing marketing plans and delivery
  
  
  • Fit-for-purpose marketing and brand communications
  
  
  • Channel management / route to market strategy development
  
  
  • Pricing management
  
  
  • Must have good project management skills, able to handle multiple projects at a time.
  
  
  
  


• Personal attributes include:
  
  
  
  • Ability to work collaboratively as well as independently
  
  
  • Strategic thinking and ability to translate concepts into operational plans
  
  
  • Strong consumer and customer orientation
  
  
  • Ability to manage complex interfaces and senior relationships within the business
  
  
  • Strong interpersonal skills and excellent organizational skills
  
  
  • Must have a style that promotes respect, credibility and trust throughout the organization.
  
  
  • Results oriented and self-motivated.
  
  
  • Strong Leadership skills.
  
  
  • Strong presentation and writing skills.
  
  
  • Must be a business leader and a calculated risk taker.
  
  
  
  

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