Job Description
Duties & Responsibilities
Category Marketing Plan and Positioning
• Prepare the annual and quarterly marketing plan in line with the Category Controller's sales, margin, launch and assortment priorities.
• Define how SPAR should present Beauty, Grooming and Fragrance to different customer groups and store types, with a clear premium offer.
• Plan campaigns around local seasons, gifting occasions, customer needs and relevant beauty and fragrance trends.
High-Value Customer Growth
• Use loyalty, sales, market and competitor information to understand high-net-worth and aspirational customers, preferred brands, price points and purchase occasions.
• Develop targeted offers, previews, events and loyalty activities that increase store visits, spend and repeat purchase.
• Track customer response by store, channel, campaign, sub-category and customer segment.
Campaigns, Launches and Promotions
• Own the category campaign calendar with the Category Controller, stores and brand partners.
• Plan new brand and product launches, seasonal promotions, gift sets, sampling and customer events.
• Confirm stock, prices, displays and store readiness before each campaign, and review sales uplift and residual stock after it ends.
Store Experience and Execution
• Set simple standards for displays, testers, sampling, gifting, signage and premium presentation.
• Give stores clear briefs, timelines and materials, and visit priority stores to check execution and correct gaps.
• Work with Operations and brand teams to improve staff product knowledge and customer service.
Digital, Social and CRM
• Plan category content across social media, website, e-commerce, loyalty, email and approved customer communication channels.
• Ensure content is accurate, uses approved brand assets and does not make unsupported product claims.
• Track reach, engagement, traffic, enquiries, conversion and sales generated by digital and CRM activity.
Brand Partners, Agencies and Funding
• Secure supplier funding, samples, testers, gifts, exclusives, launch support and product training.
• Manage creative, digital, media, event and activation partners against approved briefs, timelines and budgets.
• Maintain clear records of funding, deliverables, invoices and post-campaign results.
Budget, Reporting and Team Management
• Manage the marketing budget within approved limits and stop activities that are not delivering results.
• Report weekly and monthly results, explain gaps and agree practical next actions.
• Set clear team priorities and work closely with the Category Controller, Stores, BI, Finance, Digital and Supply Chain.
Key Performance Indicators
• Category sales uplift and gross margin contribution from marketing activities
• Growth in high-net-worth and aspirational customer count, visit frequency, repeat purchase and spend
• Campaign return on investment, traffic, conversion and average basket value
• New brand and product launch sales, sell-through and customer response
• Digital and CRM reach, engagement, response and sales conversion
• Store execution, tester and display readiness, and on-time campaign rollout
• Supplier-funded marketing value secured and delivered against plan
• Marketing budget variance and timely completion of performance reviews
Education and Years of Experience
• Minimum of a First Degree in Marketing, Business, Communications or a related field.
• MBA or a relevant professional qualification is an advantage.
• Minimum 8 years of retail, FMCG or lifestyle marketing experience, including at least 3 years in Beauty, Personal Care,
Grooming, Fragrance or premium consumer brands.
• Proven experience in category or brand marketing, new product launches, digital and CRM campaigns, in-store activation, events and agency management.
• Good understanding of high-net-worth and aspirational customers in Nigeria, premium brands, gifting occasions and beauty and fragrance trends.
• Strong data, Excel, BI and digital marketing skills, with experience managing budgets and measuring campaign return.
Key Competencies
• Premium and lifestyle brand positioning
• Customer insight and segmentation
• Campaign, launch and event execution
• Digital, social and CRM marketing
• Retail activation and visual execution
• Commercial judgement and marketing return
• Supplier, agency and partner management
• Communication, ownership and attention to detail
