Brand and Operational Marketing Manager (Casablanca, Morocco)
Job Purpose:
Reporting directly to the General Manager (GM) and with a solid line into the Marketing Director, the Brand and Operational Marketing Manager will be responsible for developing and implementing integrated marketing and communications campaigns for their assigned region.
The role holder will act as the liaison between Corporate Brand and Communications Team as well as the Sales teams to ensure consistency brand voice and messaging throughout all internal and external communications in the assigned region.
This role is based in Casablanca, Morocco.
Key Accountabilities:
Act as the brand guardian and ambassador in your market of operation
- Ensure the brand is well presented on all printed and non-printed material
- Run audits in the market to ensure brand guidelines are being followed
- Put an action plan for any discrepancy with the brand guideline
- Work with the central Brand & Communications team when need be to adapt the guidelines to local market needs
- Ensure the Averda logo and brand is represented correctly in the market
Handle all communications needs for the market
- Receive any media requests and recommend participation or not to Brand & Communications director and country manager
- Propose content to local Brand & Communications team for releases and media coverage
- Handle all local media monitoring and ensure central Brand & Communications teams are aware of any stories that could affect the brand
- Respond to requests from the media or designates another appropriate spokesperson or information source, always keeping the group team in the loop
- Pro-actively seek reputation building and opinion leadership opportunities, briefing the group public relations expert
Put the brand & communications plan for the market to support the business
- Work with local country manager and sales manager to devise a communications plan that will support their activity
- Align the marketing plan with the objectives of the central marketing team and the objectives of the company
- Implement all aspects of the marketing plan
Handle the creation of all brand & communications needs for the company
- Coordinate on providing marketing consultation and resource for the market, utilising local agencies, group creative teams, group retained agencies, ensuring all in line with group guidelines
- Manage all briefs from concept to execution in the country ensuring full coordination with the general manager and central Brand & Communications team
- Manage the creation of local advertising
Produce material for corporate and sales use
- Manage the production of local corporate and sales material from concept to execution following brand guidelines
- Manage the production of digital material such as presentations and online content
Manage local internal communications
- Work with local HR on putting in place a plan for internal communications
- Manage the execution of the plan with the different parties
- Help in drafting local messages for internal use
- Provide weekly stories to the central Brand & Communications on developments in the market
Manage activations campaign
- Work with country managers and central Brand & Communications to propose activation campaigns to key clients
- Manage the day to day of the campaigns ensuring best ROI
- Report on all activation activities to general manager and central Brand & Communications
- Ensure PR coverage for all campaigns
Lead on the relation with the key clients communications teams
- Become the key contact person between Averda & its partners/clients in the market for all communications requirements
- Attend regular meetings with the client and report back to country manager and central Brand & Communications
- Devise a communications plan for key clients and ensure its execution
- Manage the briefing process and follow-up on the execution of the plan
Lead on local market research
- Execute or commission market research after agreeing with country manager
- Ensure researches are being carried out successfully by enabling meetings or site visits
- Ensure research findings are turned into tangible plans to grow the business
- Perform country research (legislation, trends, events)
- Conduct competitor analysis (services provided, pricing, SWOT)
- Execute product analysis and development e.g. vehicles, bin types etc.
- Compile internal facts and figures and create product/service fact sheets
Manage sponsorships, events, and participation in events
- Study and make recommendations on sponsorship opportunities in the market
- Study and make recommendations on participation in local events
- Manage events participation from concept to execution
- Ensure any sponsorship or event participation generates PR
- Propose and manage fully any events organised by Averda in the market
- Find relevant events on local level to deliver against the country marketing plan
Manage local brand & communications budget
- Own the department budget and manage PO’s account requisitions and account tracking
Be an integral part of the Brand and Communications team
- Create fresh local content for averda.com
- Recommend updates and initiatives for website, Twitter, Facebook and LinkedIn, with the support of the group team
- Create and implement any necessary marketing documents and materials for tenders and business development, including proposed community program initiatives, liaising with the group tendering & marketing team
- Prepare weekly progress reports covering all jobs being undertaken at any point – identifying any delays or issues in order for them to be resolved
Ownership of the operational marketing Goal Tree (KPIs)
- Pipeline Conversion Rate
- Win/Loss Ratio
- Lead Generation Rate
- Churn Rate
- Customer Acquisition Cost (CAC)
Qualifications, Knowledge & Technical Competencies:
Essential
- Strong track record in Marketing
- Fluent in English, French & Arabic
- Sound understanding of all disciplines within brand & communications
Desirable
- Experience working in the waste management industry
