As the Head of Marketing at Safal Group, you will be responsible for providing strategic leadership and driving marketing excellence across the organization. This role involves developing and executing the company’s marketing strategy in line with business objectives, managing a diverse product portfolio, and overseeing significant media investments. You will champion the adoption of emerging technologies, such as AI and automation, to enhance targeting accuracy and marketing ROI. The position is based in Nairobi and requires a seasoned leader capable of building high-performing teams and collaborating across various business functions to maintain Safal Group's position as a leader in the Building Solutions industry.
Key Responsibilities
Strategic Leadership & Marketing Excellence
- Lead the development of the company’s marketing strategy in line with overall business objectives and market opportunities.
- Deliver measurable results by creating and executing annual marketing plans, commercial programs, brand initiatives, and customer value propositions.
- Use market insight, competitive intelligence, customer segmentation, and data analytics to guide strategic choices.
- Champion the adoption of emerging technologies (AI, automation, predictive analytics) to drive efficiency, targeting accuracy, and marketing ROI.
Product Portfolio Leadership
- Lead the development, management, and implementation of the company’s product portfolio strategy.
- Ensure portfolio decisions are based on deep customer insights, lifecycle analysis, competitive benchmarks, and profitability assessments.
- Develop brand plans for new and existing products and guide cross-functional alignment on product innovation, upgrades, discontinuations, and launches.
- Ensure go‑to‑market plans for all products are robust, customer-centred, and commercially impactful.
Media Investment Management
- Lead development of annual and long‑term media strategies aligned with Business objectives and guide portfolio‑level media planning across all brands.
- Monitor media trends, consumer behaviour, and competitive activity.
- Manage Advertising/media agency relationship, including performance and remuneration and ensure excellence in media planning, buying and reporting.
- Lead campaign measurement: brand lift, sales lift, digital performance, and Marketing Mix Modelling.
Trade Marketing & Channel Development
- Drive the design and implementation of trade marketing strategies to enhance product visibility, availability, and market penetration.
- Enhance performance monitoring for trade marketing initiatives to ensure that they deliver measurable commercial impact.
- Drive the Retail Showrooms expansion and roll-out across various locations in line with the business strategy.
- Drive marketing activity across owned and third-party showrooms in partnership with the Distribution and Retail team.
Partner Engagement and Development
- Influencers: Oversee artisan training platforms, loyalty programs, and capability-building initiatives for installers, masons, applicators, and related trades.
- Professionals: Direct professional engagement programs targeting architects, engineers, QSs, and contractors; lead implementation of CPD programs and technical seminars.
Digital & Technology‑Enabled Marketing
- Oversee all digital marketing activities, including performance marketing, SEO/GEO/SEM, social media, CRM, and content management.
- Champion AI‑based marketing solutions for segmentation, content generation, experimentation, and campaign optimization.
Talent Development & Organizational Leadership
- Build and lead a high-performing marketing team with strong capabilities across brand, digital, trade, and technical engagement.
- Establish a robust succession pipeline for critical roles and drive a culture of innovation and accountability.
Market Research & Insights
- Lead the management of industry research, competitive intelligence, and customer insights programs.
- Oversee customer feedback mechanisms, including Net Promoter Score (NPS) and satisfaction surveys.
Budgeting & Reporting
- Lead the development and management of the annual marketing budget, ensuring prudent allocation and strong financial discipline.
- Provide monthly marketing performance reports to the CEO and Board, including ROI tracking and key insights.
Requirements
Qualifications:
- Degree in Marketing, Business, Engineering, Architecture, or a related field.
- Master’s degree (MBA or equivalent) is preferred.
- Relevant professional certifications (CIM - Post-Graduate Level) would be an added advantage.
Experience:
- 10+ years of progressive marketing leadership in Building Materials, Construction, FMCG, B2B, or related sectors.
- Proven experience in product portfolio management and go‑to‑market execution.
- Demonstrated success in market insights, industry research, customer analytics, and NPS management.
- Strong background in digital marketing, marketing technology, and AI-driven solutions.
- Experience managing substantial budgets and reporting at executive and Board levels.
Skills & Competencies
- Strategic thinking and strong business acumen.
- Commercial orientation and results-driven mindset.
- Excellent stakeholder management and communication skills.
- Innovation-driven with strong digital fluency.
- High integrity, humility, and resilience.
How to Apply
Interested and qualified candidates should apply online by visiting the Safal Group recruitment portal at safal.mcidirecthire.com. You can also access the application via the MyJobMag portal here: https://www.myjobmag.co.ke/apply-now/1211518.
