Marketing And Sales Effectiveness Manager

Job Description

Kerchanshe Trading PLC is a fully independent Ethiopian coffee farming and exporting enterprise. It has decided to broaden its company and has recently signed a Trademark agreement with Caterpillar to officially represent and distribute the Caterpillar Brand in Ethiopia. It is the only Company in Ethiopia having such official distribution rights for Caterpillar Equipment.

The commercial name for this division, which is fully owned by Kechanshe Trading PLC, is Kerchanshe Equipment. Kerchanshe Equipment is in charge of distributing and supporting construction machinery, parts, power systems, and material-handling equipment across the country.

SUMMARY OF RESPONSIBILITIES

The main responsibilities of the Marketing and Sales Effectiveness Manager include the implementation of all marketing communications and PR plans, management of digital and social media communication, and assistance with new product and brand launches. Create tools and data for customer intelligence and coordinate the Business Unit's use of the CRM system.

In collaboration with the Managing Director, this person oversees organizing and delivering the 1- and 5-year strategic plans, market intelligence, and performance reporting activities.

This will entail managing the sales funnel, creating sales and marketing reports, organizing, and carrying out Kerchanshe Equipment demand generating initiatives, and identifying commercial prospects.

KEY OBJECTIVES

• Conduct digital marketing and social media campaigns.
• Own the execution of the Demand Generation Marketing strategy.
• Identify and Design Inbound Marketing Campaigns targeting the portfolio of products and services offered.
• Work with other CoE stakeholders to determine promotion channel.
• Drive Continuous Improvement through sales and marketing tracking of campaign performance.
•  Support Specific market and customer intelligence analysis for the Business Unit.
• Support the Business Unit Management team in the application of customer coverage models and strategies considering all parameters including, geography, machine population, customer segmentation, sales force capability etc.
• Continuously improve sales operating models, sales lead management and application of sales strategy.
• Facilitate coverage strategy reviews and development in conjunction with the Business Unit Management team, CoE, Strategic Planning team and Group Sales Effectiveness.
• Provide input to the design customer intelligence programmes with the Market Intelligence team
• Coordinate the implementation of Salesforce within the Business Unit
• Audit Salesforce utilization within the Business Unit

MAIN DUTIES & RESPONSIBILITIES

 Social Media Campaigns

 Administer our social media accounts, managing posts, and responding to followers

• Manage our company image in a cohesive way to achieve our marketing goals
• Keep up to date with the latest digital technologies and social media trends
• Generate, edit, publish and share engaging content daily (e.g., original text, photos, videos and news
• Suggest and implement new features to develop brand awareness, like promotions and competitions
• Perform research on current benchmark trends and audience preferences
• Design and implementing social media strategy to align with business goals
• Measure, Report and Improve campaign targets/results.
• Implement an Inbound Marketing structure aligned with the Demand Generation Marketing Strategy

• Ensure adherence to campaign process – including but not limited to business case, scheduling, target customers, communication means, training, incentives, metrics, and commercial offering

  Deliver adequate Return on Investment for Marketing campaigns.

• Coordinate communication efforts with Business Units and external Marketing agencies.

            Development of promotional material required for different marketing campaigns.

Marketing Plan

• Deploy and support marketing plan
• Coordinate sales & marketing initiatives
• Interface with our supplier Caterpillar to implement/document Best Practices.

Product Management

•  Market the complete portfolio of products and services
•  Provide sales and marketing support to the Divisions
•  Work to develop team of Business Unit specialists.

Copywriting

• Work closely with the Group Brand & Communications Manager to create copy for internal communications, social media channels, email, corporate websites and more.

• Engage with the Group Marketing department, Centre of Excellence and BUs to discuss requirements and core messages on social media to ensure that all the content is into the standard.
• Brainstorming ideas and concepts for the visual and words with other members of the group marketing team in terms of local perspectives
• overseeing the production phase, booking, and liaising with designers, illustrators, printers, photographers, and production companies
• checking all the content being advertised is truthful and complies with codes of advertising practice of the company
• Periodical revision and update of the content of company’s web site.

Sales Effectiveness

• Track the feedback and outcome of implemented marketing activities to provide management with reports on activities’ effectiveness and future recommendations. 
• In liaison with sales functions, ensure all new customers are being added into the CRM and profiles updated when they change
• Continuously improve sales operating model, sales lead management and application of sales strategy.
• Ensure that the sales control system is properly functioning, enforced (e.g. – weekly plan, call reports, customer profiles, pending deals, competitive information, customer lists, pass and lost sales reports). 
• Day to day follow up on planned marketing activities to ensure efficient implementation according to management guidelines and marketing plans for the year.
• Organizing of corporate & customers’ events/ functions and company’s representation in trade fairs/ exhibitions etc.
• Collect data related to competitors' imports of prime products and provides information to facilitate calculation of industry size and market share.
• Undertake local market research activities to assess customer satisfaction and identify customer needs.

EXPERIENCE & BACKGROUND:

 Essential:

• Experience of conducting business analysis, market research and supporting the development of business cases.
• Evidence of conducting strategic analyses.
• Experience of presenting analysis and results to managers
• Good PowerPoint and presentation writing skills
• Worked in a multi-divisional environment
• Experience of coordinating analysis across divisions / business units
• Proactive and self-motivated to anticipate, prioritize and action appropriate market research and analytical demands.
• Experience in the design of market segmentation and sales coverage.
• Proficient in the application of market research.
• Worked on the sourcing of customer data.
• Track record on the implementation of lead generation programmes
• Experience in CRM tools and reporting of metrics
• Ability to lead workshops with senior stakeholders
• Excellent influencing and communication skills.

Desirable:

• Strong financial skills – understanding of consolidation, financial planning
• Work in a multi-international environment
• Implementation of sales processes and methodologies
• Experience of sales strategy in B2B organizations
• Worked in a multi-divisional environment.

 SKILLS

• Strong excel analysis skills – with exposure to developing business forecasts
• Strong understanding of business financials and management accounts
• Good commercial / strategic acumen.
• Excellent analytical skills
• Ability to manage production of reports / presentations
• Strong interpersonal and communication skills
• Possess excellent written and verbal communication skills
• Ability to establish and maintain excellent, mutually beneficial working relationships with customers, employees, other departments, to ensure continued commercial benefit for the company.
• Independent thinker with the highest level of integrity
• Be a strong team player with proven people management skills
• Proven administrative, leadership and interpersonal skills with ability to impart knowledge and skills to a multi-disciplinary team

Job Requirement

QUALIFICATIONS

• Degree, preferably in a numerical discipline such as mathematics, economics, statistics and or marketing and strategic planning.
• Advanced user of Microsoft office suite of applications
• Statistical tools such as SPSS and Minitab (desirable Excellent Computer skills especially in Microsoft Excel and other MS office applications
• Eight years progressively relevant experience gained working in earthmoving genset sales industry

Supervisory/Managerial experience

• Experience in leading multifunctional teams.