Marie Stopes International Ethiopia (MSIE) is implementing a Social Franchise Private Healthcare provider Program in Ethiopia branded as “BlueStar”. Brand Manager, at all times, establish and maintain effective relationships to ensure that BlueStar brand is upheld in the appropriate way and be the main point of contact for all Franchise partners and Clients and be responsible for the budgetary management of marketing activity. The Brand Manager successfully use all three components of the BlueStar franchise, 1) the brand 2) the operating system and 3) support network enhanced by Marie Stopes International Ethiopia’s role of being a coach to its franchise members. The post involves extensive national travel.
Key Responsibility 1: To develop and execute BlueStar brand strategy (20%)
Develop a national strategy that will build strong brand that is fit for purpose and will support MSI Ethiopia’s business objectives.
Develop and implement a brand research, tracking programme that will monitor the brand and build an understanding of brand perception.
Work with the relevant departments/ units within MSIE to ensure that Global monitoring and evaluation process are implemented timely.
Make informed decisions on brand development, support new brand activities, ensure the brand values and culture are reflected accurately.
Liaising with legal and compliance personnel at the MSI Global level, to ensure the brand collateral is registered for trademark and intellectual property rights where necessary and that this value is understood.
Implement the brand guidelines – making sure they are followed and adapted appropriately.
Lead assessment and introduction of new health products and services in BlueStar franchise network to increase revenue and profitability for MSI Ethiopia.
Key Responsibility 2: To enforce the BlueStar standard operating system (SOP) within the Organization and franchise members (15%)
Work across the organization (staff and franchise members) to create an understanding and awareness of the MSI Global BlueStar standard operating performance (SOP), ensuring the minimum standards for the brand is represented accurately and appropriately and consistently communicated.
Improve the operational systems and process for effective management of franchise partners.
Work with relevant departments to ensure timely implementation of all capacity building activities/ trainings for franchise network members.
Design and monitor implementation of supportive supervision plans for franchise members by Social Franchise Officers for increasing productivity of each franchise members.
Review the distribution and price information of the products and services offered in the franchise network to ensure that clients utilize the franchise network for RH products and services.
Key Responsibility 3: To mange value added marketing activities within BlueStar franchise to increase franchisee motivation and client adoption (15%)
Lead and manage design and implementation of “Fit for Work” initiative integrated fully within BlueStar franchise.
Lead and manage design and implementation of “Fit for Learning” initiative integrated fully within BlueStar franchise.
Lead and manage increased sales and distribution of Medical Abortion drug “MarieSafe” within BlueStar franchise.
Identify and integrated new and existing value added marketing activities (helpline, e-vouchers, accreditation, insurance etc) within BlueStar franchise.
Key Responsibility 4: To coordinate and deliver a range of integrated marketing communications plan (50%)
Plan and implement current and future operational marketing plans in accordance with agreed budget, and guidelines from Director Integrated Marketing. Communicate these to all relevant departments and business units (Programs, Operations, and Area Offices, Grants and External and Training & Clinical Services department) to obtain highest benefit from the marketing plans, internally and externally.
Plan and monitor the Advertising and Promotion (A&P) budget and spends on the brand to maximize brand profitability.
Develop ideas and work with the Programs team and Social Franchise Officers to ensure the brand maximise potential in all BlueStar franchise and develop plans where necessary.
Be responsible for selecting, managing and managing good working relationship with 3rd party suppliers as necessary.
Be responsible for and closely monitor the quality of marketing communications produced and creative execution of the brand.
Define the communications & media strategy, brief agencies, and follow up the implementation. Analyse the results of the strategy and report results to appropriate parties.
Manage and maintain stock levels of marketing & promotional materials at an appropriate level. Place orders and alert management to over or under stock exposures.
Present marketing program and provide the program team members (including social franchise officers, IEC Officers, helpline counsellors and e-Voucher distributors) with all appropriate tools to deliver health products, services, information to the clients.
Respond to and follow up enquiries from programs team, Grants and External relations, Operations and Training and Quality teams.
Monitor and report on activities to both internal and senior management team (SMT), and provide relevant management information.
Carry out all administrative duties relevant to this role.
Work in close coordination with MIS Manager and other members of Integrated Marketing department
Build relationships with different internal departments and report on a monthly and ad-hoc basis.
Perform any other duties assigned by immediate supervisor and SMT members.
Job Requirement
1 Required Qualification
Relevant business, Management, communications or marketing undergraduate or postgraduate degree (desirable)
6 years of direct experience in the relevant sector after post graduate degree
8 years of direct experience in the relevant sector after undergraduate degree
2 Experiences
6-8 years of experience (client or agency) of working in a marketing or brand management environment
Practical experience of brand management campaigns
Experience of success in using different marketing channels to build a brand
Experience in consumer research and using this to drive the implementation of the brand
Experience in briefing and working with external suppliers and internal stakeholders to ensure activities are on brand
Experience of engaging all stakeholders in change
Ability to work within matrixed organizations and influence management buy-in, decision-making.
Work experience in East Africa an asset
3. Skills required, Attitudes and Attributes
A good working knowledge on marketing principles, particularly to support the building and promotion of the brand
Good analytical skills of brands, market research and market trends
Good knowledge of different media channels for different audiences
Numerate and able to manage budgets (grants and spends) and to analyse financial data
Demonstrate ability to motivate self and staffs across the organization and secure the co-operation and involvement of key internal and external stake holders
Excellent verbal and written communications skills, confident at responding directly to individual queries
Competent with MS Office, particularly Word, Excel, PowerPoint and Outlook.
Pro-choice
Ability to work and meet firm deadlines
Ability to work in a team and own initiative
Good interpersonal skills to develop and maintain effective working relationships with a wide range of people inside and outside the organization.