Field Marketing Executive

Job Brief

Field Marketing Manager (FMM) is responsible  for  building the local face in the most relevant way inline with the global and national strategies and priorities.

They build strong local networks including opinion-leaders and key influencers both online (social media) and offline. They spearhead dynamic marketing initiatives across the four fundamental pillars of the marketing mix—Consumer Marketing, Sports, Culture, and Communications.

 

Responsibilities

Strategic Direction and Rightness Of Brand Priorities

• Infuse global and local priorities, strategies and the  philosophy in the field focusing on building a local face of a global brand.
• Ensure top-notch understanding of the consumer in various fields across the country which forms the basis of local idea generation and execution.
• Define ideas and programs which build brand image and increase understanding of the product functionality on a local level.
• Is the gatekeeper of the local intelligence, sharing market insights (consumer insights, competitors, etc.) with the national team.
• Work in conjunction with the local sales team to build mental availability hand in hand with the physical availability within On Premise, Off Premise and New Business environments and ensuring the product is at arm’s reach in every field marketing activity.
• Deliver the annual approved business plan for the country.
• Drive relevance across a variety of consumption occasions and moments of need through tailored messaging, amplification of occasion campaigns and activating the right big moments in the country.
• Work cross-functionally, managing internal and external requests in line with the annual business plan priorities.

Marketing Innovation

• Understand the latest generational trends by being close to our consumers and talking to our networks in the different scenes.
• Involve the Student Markeeter  team in idea generation for the field and capitalize on their personal university lifestyle to identify technology/digitally/socially driven consumer trends early.
• Create new and innovative ideas that bring the brand to life, tapping into local networks, scenes and opinion-leaders, and execute these ideas with the right balance between the 4 pillars of the marketing mix, based on the knowledge and ownership of the country and the global and local priorities.
• Ensure digital and social media sit at the heart of every field marketing activity. Identify and selectively support cross-marketing opportunities (with sales, marketing and Media House).

Premium Appeal Of Local Pride

• Create and support local key events, scenes and marketing opportunities in line with  brand values and relevant to the local consumer and media landscape, with a focus on participation.
• Ensure that every consumer experience with the brand is a positive one thanks to love for the detail and premium execution at events and all other field marketing activities.
• Always have the “consumer” and “brand” eye in every single initiative and ensure we talk to the consumer in the most effective and efficient way with a strong focus on digital and social media, while ensuring that all the communication stays within the brand equity.
• Add value to selective 3rd party events by determining the appropriate level of  brand support and branding with the objective of increasing brand visibility and product usage in relevant scenes.
• Build a top-notch network and sustainable relationships with the key influencers of the country: Local authorities, local sport and cultural opinion leaders relevant to our target consumers, entrepreneurial and start-up communities, and media outlets (TV, radio, print, digital and social media).
• Incorporate  athlete activations in their plans and build smart 360 plans to amplify reach.
• Continually re-apply global, national and regional best practices when and where it makes sense.
• Activate content of the  Media Network by identifying the right opportunities and contribute ideas & concepts.
• Foster a premium and aspirational local face of the brand on  local social media owned channels.

 

Organizational Capabilities and an Enabling Structure

• Act as a role model and display the  values with a consistent tone of voice that is motivating and inspiring.
• Source, hire, train and manage the Student Marketeers (SM).
• Set local objectives and clear goals for SMs to ensure accountability to their key deliverables and conduct on-going, mid-year and end of year performance evaluations.
• Provide on-going coaching and support to ensure SMs achieve their deliverables. Regularly assess and identify development needs of the SMs.
• Identify and nurture key talent for the potential space-to-shine opportunity. Train the local team (including sales) on necessary brand strategies and relevant execution guidelines.

 

Driving Efficiencies

• Implement and uphold a clean logistical system for warehousing and infrastructure to ensure having the right tools and management in place to support the local needs, succeeding in premium appearance.
• Develop and manage the local budget with the support of the Country Manager.
• Constantly identify cost saving opportunities and other efficiencies for the company in the country.
• Manage field expenses and general administration.
• Build smart and mutually beneficial partnerships by working with other brands, organizations and networks that bring added value such as expertise, networks, goods, budget or facilities.
• Outsource local media-related activities to the right regional experts to maximize outcome.Coordinate with agencies and specialized companies when outsourcing event logistics. 

 

Requirements

• A University Degree (Business, Marketing or similar) – MBA is a plus
• Ideally 3 years marketing experience preferably in sports/events or culture marketing in the field.
• Minimum 3 years’ experience of line management with expertise in hiring, training, administration and motivating teams.
• Ideally, experience in working with commercial teams – general sales or trade marketing.
• Proven background in negotiation and management of budgets.
• A ‘connector’ who has excellent communication and networking skills, who can open doors and excite people for an idea.
• Strong leadership, planning and project management skills.
• A continual understanding of consumer trends and insights (digital, trends, University life, moving patterns). Strong understanding of youth culture in sports and culture in Tanzania.
• A creative marketer with depth in brand understanding, innovation at the heart who puts new ideas into practice fast.
• Ability to multi-task and work in cross-functional teams with different objectives and personalities.
• Excellent communication skills, orally and in writing, including presenting and training abilities, and the ability to seamlessly blend in with a diverse audience.