Area Marketing Manager(btl) At Lucky Fibres Limited
Lagos , Enugu , Anambra , Ebonyi , Abuja , Bayelsa , Delta , Imo , Kwara , Oyo , Rivers, nigeria
full-time
Job Description
The Area Marketing Manager will be responsible for planning, executing, and monitoring all Below-the-Line (BTL) marketing activities within the assigned territory to drive brand visibility, product penetration, and sales support.
The role requires strong field execution, coordination with sales teams, and deep market understanding.
Key Responsibilities
BTL Strategy & Execution:
Plan and execute BTL activities including market activations, roadshows, salon activations, consumer promotions, product demos, and sampling.
Ensure effective in-market brand visibility through POSM deployment and activation compliance.
Adapt national BTL campaigns to fit local market realities and branch objectives.
Market Activation & Field Management:
Identify high-potential markets, salons, wholesalers, and retail clusters for activations.
Supervise and coordinate brand promoters, merchandisers, and activation teams.
Ensure activations are executed on time, within budget, and to brand standards.
Sales Support & Collaboration:
Work closely with the Sales team to support volume growth through BTL initiatives.
Align activations with sales routes, promotions, and target outlets.
Generate demand and pull through effective consumer engagement.
POSM & Brand Visibility:
Manage distribution, placement, and maintenance of POS materials (banners, posters, wobblers, shelf strips, stands, etc.).
Conduct regular visibility audits to ensure compliance and optimal brand presence.
Track POS usage and prevent misuse or wastage.
Budget & Reporting:
Manage assigned BTL budget and ensure cost-effective execution.
Prepare post-activation reports including photos, reach, impact, challenges, and learnings.
Provide regular market intelligence and competitor activity reports.
Stakeholder & Relationship Management:
Build strong relationships with distributors, key retailers, salon owners, and local partners.
Coordinate with vendors and third-party agencies for activations.
Represent the brand professionally in all market engagements.
Key Performance Indicators (KPIs)
Number and quality of BTL activations executed
Brand visibility score and POSM compliance rate
Sales uplift from activation zones
Budget utilization efficiency
Quality and timeliness of reports
Market coverage and execution consistency
Qualifications
Bachelor's degree in Marketing, Business Administration, or related field.
3 - 5 years of experience in BTL / field marketing within the FMCG or beauty industry.
Proven experience executing market activations and trade marketing activities.
Strong understanding of distributor-led FMCG environments.
Skills & Competencies
Strong field execution and coordination skills
Excellent communication and relationship management
Analytical mindset with attention to detail
Ability to work independently with minimal supervision
Willingness to travel extensively within assigned territory
Good reporting and documentation skills
Personal Attributes:
Energetic and street-smart
Result-driven and proactive
Strong ownership mentality
Comfortable working in fast-paced, field-intensive environments