Our client is in the business of helping customers to enjoy their daily lives in confidence through their cooking, cleaning, washing and personal care quality products. Based in Kenya on the shores of the Indian Ocean (Mombasa) and with a number of well-known brands across East Africa – our client’s mission is to be an efficient, profitable and great company to work for and to do business with. They grow their business by being open, honest and fair, while investing in technology to spur success. Our client is keen on her staff as well as the community and believe in making business choices which protect our natural environment for future generations. With this background, our client seeks to recruit exceptional talent for the position of Senior Marketing Executive (ATL) based in Mombasa, Kenya.
JOB SUMMARY
The Senior Marketing Executive (Above The Line (ATL)) will be responsible for managing and enhancing the organization’s media presence across various platforms including radio, television, and print. This position will require a strategic thinker with strong media relations, a deep understanding of communication strategies to effectively convey the organization’s message to the public and key stakeholders and the ability to schedule and optimize media for results. S/he will focus on broad-reaching promotional strategies designed to build brand awareness and drive mass-market appeal. Strategies for ATL marketing handled will include traditional media channels such as TV, radio, print, and outdoor advertising. The Senior Marketing Executive (ATL) will plays a vital role in driving brand awareness and engagement through traditional media channels while developing and executing effective campaigns, managing media relationships, and ensuring the brand’s message reaches a broad audience effectively.
DUTIES & RESPONSIBILITIES
Duties and responsibilities will include but not be limited to;
Develop and implement comprehensive ATL media strategies to promote the organization’s initiatives and objectives
Conduct research to understand target audiences, market trends, and competitive landscape. Use insights to inform campaign strategies and media planning
Stay updated on the latest trends in ATL marketing, media, and technology to identify new opportunities and approaches.
Implement innovative marketing strategies and tactics to differentiate the brand and capture audience attention.
Cultivate and maintain strong relationships with media contacts including journalists, editors, and producers
Pitch and secure media coverage for organizational events, announcements, and campaigns
Identify and select appropriate media channels (TV, radio, print, outdoor) for advertising campaigns based on target audience and campaign goals
Negotiate rates and contracts with media vendors to secure the best possible placements and deals.
Monitor media coverage and analyze results to measure effectiveness and identify opportunities for improvement
Work with creative agencies to develop compelling advertisements and promotional materials. Provide clear briefs and oversee the creative process
Review and approve creative content to ensure it aligns with brand guidelines and campaign objectives
Oversee the execution of ATL campaigns, ensuring that all elements are delivered on time and within budget
Collaborate with various departments as required to ensure cohesive execution of marketing initiatives
Monitor and analyze the performance of ATL campaigns, using metrics such as reach, frequency, and impact
Prepare and present reports on campaign effectiveness, including insights and recommendations for future activities
Coordinate media scheduling and placements to maximize visibility and reach
Prepare press releases, media kits, and other materials to support media outreach efforts
Serve as the primary spokesperson for the organization and handle media inquiries and interviews
Ensure all ATL communications maintain brand consistency and reinforce the brand’s message and image.
Manage media compliance and ensure adherence to regulatory requirements
Allocate and manage the budget for ATL activities, ensuring efficient use of resources and maximizing ROI.
Provide media training and support to internal stakeholders including executives and subject matter experts
Stay abreast of industry trends and developments to inform media strategies and tactics
Understanding of digital marketing
EDUCATION SKILLS & COMPETENCIES DESIRED
A Bachelor’s Degree in Marketing, Advertising, Business Administration, or any other related and relevant field
Five (5) Years’ work experience managing ATL Marketing in a busy commercial environment with particular bias to FMCG sector ATL marketing
Excellent ability to develop comprehensive ATL marketing strategies aligned with overall business goals
Skills in analyzing market trends, audience demographics, and competitive landscape to inform strategy
Strong understanding and working experience with various media channels (TV, radio, print, outdoor) and their effectiveness for different target audiences
Strong negotiation skills to secure favorable rates and terms with media
Proficiency and familiarity with media planning and buying tools, software, and platforms
Strong proficiency in using data analysis tools to evaluate campaign performance and make data-driven decisions
Excellent communication and negotiation skills with ability to communicate campaign objectives, progress, and results to internal stakeholders and senior management
Ability to build and maintain relationships with media representatives, advertising agencies, and other external partners
excellent time management with ability to handle multiple campaigns and tasks simultaneously
Attention to detail ensuring accuracy in all aspects of campaign planning and execution
Ability to adapt strategies and tactics based on changing market conditions and feedback
Willingness to learn and apply new marketing techniques and technologies
Strong commitment to ethical and regulatory standards in advertising and marketing practices
Innovative thinker with ability to come up with fresh and engaging ideas that capture audience attention and differentiate the brand
Able to stay up to date with latest trends and innovations in ATL marketing to leverage new opportunities for the business
Skills in monitoring and analyzing campaign performance metrics such as reach, frequency, and impact.
Ability to prepare and present reports on campaign effectiveness, providing actionable insights and recommendations.
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