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Customer Marketing Lead

Job Description



Customer Marketing


Household Care Industry,

 Ghana, Accra

Main Purpose of Job (include geographical scope)

Job Title :

Customer Marketing Lead

  1. Leads the administrative and operational management of the Customer Marketing Team deployed for Ghana.
  2. Work with Cluster Customer Marketing Manager, Cluster Member Head and Cluster Member CM support to execute customer programs in local market
  3. Coordinate with local sales team to identify customer priorities and insights

Reports to:

Customer Marketing Manager, Cluster


Cluster Member Senior Associate/Associate

Main Responsibilities

Dimensions / KPIs

New Product Development and Category specific initiatives

  • Ensure Trade Bundles, Base and New Product news, developed by the Platform are appropriately and timely executed consistent with agreed parameters with the Cluster
  • Supports local sales team in presenting launch plans to major customers, and securing alignment on activations
  • Executes Special Pack plans consistent with agreed guidelines and principles
  • Manage Total SKUs  (jointly with Marketing and PS), and deliver SKU optimization actions
  • HQ/Product Supply/Marketing & Commercialization directions, and deliver SKU objectives
  • Deploy MINE/ADOPT Tool to optimize assortment on shelf


Channel and Customer Support

  • Prepares and consolidates annual business plans for select key customers
  • Executes channel specific plans consistent with Platform/Cluster directions
  • Provide Category Management support to the country, and ensure all distribution and display initiatives are timely and properly executed locally
  • Ensure excellence in sales execution at POS (Win in Store)
  • Oversee the management and deployment of merchandisers to maximize ROI



  • Coordinates with Cluster and local team the execution of actions from shopper study learnings





                       Dimension                                                          KPI


Execution of planned Trade Bundles                                      100% of agreed projects

Trade Spending  (Equity Building: promo, display                   as per budget

             Shopper activation/communication, mix component of trade spend)

Net Sales                                                                                  as per budget

DPM                                                                                          as per budget

Shares across categories  / county-category combination       as per budget

Complexity Reduction / SKU Management                               as per budget



  • Jointly with Sales ensures the optimal  allocation planning of trade spend , and ensure appropriate processes and controls are followed in the use of resources
  • Manage the Equity-Building component of trade spending to stay within budget (promotions, displays, Shopper activation/communication)
  • Develop, execute and monitor promotions (do pre and post ROI analysis, in collaboration with Local Sales, Cluster CM, Finance)
  • Ensures timely and excellent execution of agreed FOCO plans
  • Participate in S&OP process, and own the country demand management process
  • Support the Cluster Member Sales Head with the execution of pricing plans


Support Services

  • Leads local tracking of distribution performance, competitive activities, trade sales and inventory





Key Competencies/Skills  S = Standard, D = Developed, H = Highly Developed

















  1. Clear understanding of the different channel Go-to-Market strategies/principles, structures - SSS, Wholesale, Distributor, and Club in the local market.
  2. Understands company’s processes, and the interplay between the categories
  3. Demonstrate ability to manage up and across organization.
  4. Multi-function and multi-tasking abilities
  5. Understands  “ACNielsen” syndicated data, MINE and Adopt processes
  6. Strong Computer skills, Microsoft Office
  7. Delivers results
  8. Manages executions diligently, with keen attention to details
  9. Manage disagreements
  10. Team building skills
  11. Values others, and cultures
  12. Self-starter and Acts with integrity
  13. Analytical Skills



















Key Stakeholders

Required Experience and Qualifications

  1. Cluster Marketing & Commercialization Managers/Leads/Associates
  2. Cluster Customer Marketing Manager/Team
  3. Cluster Finance, Product Supply
  4. Cluster Member Sales Head
  5. Cluster Member Sales Team
  6. Platform Category Customer Marketing, M&C
  1. Should have multi-functional experience in Customer Marketing, and either in Sales and/or Marketing, in a Household Care Company
    • At least 1 year each in a Marketing & Commercialization and a Field Sales/Sales Management role
  2. Knowledge  of the categories, pertinent key customers, and key competitive set