Senior Marketing Manager – Brand & Consumer Insights

Job Summary

To lead and integrate consumer insights, brand strategy, trade marketing, social media, and creative/graphic design output into a single, cohesive go-to-market engine. The role translates deep customer and market insights into data-driven strategies that drive customer acquisition, engagement, retention, and overall commercial performance — while ensuring the brand is expressed consistently and compellingly across every channel. This position ensures that the voice of the customer is embedded across the business, informing product, sales, and customer success decisions, and that all creative output (campaigns, trade materials, digital and social content) is on-brand, insight-led, and delivered on time.

Job Details

1. Consumer Insights & Research Leadership

• Own the end-to-end consumer insights strategy support across the customer lifecycle (pre-sale, onboarding, usage, retention, and recovery).
• Lead and manage the consumer insights team and telephonic researchers to deliver continuous, actionable insights.
• Design and oversee:
  • Market research and segmentation studies
  • Customer behaviour and usage analysis
• Establish structured feedback loops from customers into product development, sales strategy, and customer success operations.
• Drive a data-led culture by embedding insights into decision-making across teams.
• Partner with Sales, Customer Success, and Operations to improve customer experience and reduce churn drivers.

2. Marketing Strategy & Brand Management

• Develop and execute the overall marketing and brand strategy aligned to business growth objectives.
• Ensure consistent brand positioning and visual identity across all customer touchpoints.
• Translate insights into targeted campaigns, customer messaging, and value proposition refinement.
• Oversee development of campaign calendars and go-to-market plans.

3. Trade Marketing & Field Activation Oversight

• Provide strategic direction to the Trade Marketing team on field activations, dealer/agent engagement, and in-market visibility and branding.
• Ensure alignment between trade activities, sales objectives, and regional performance needs.
• Monitor and optimize ROI on activations and promotions.

4. Social Media & Digital Engagement

• Oversee the Social Media Lead to drive customer engagement, brand visibility, and digital lead generation.
• Ensure social platforms are leveraged for customer insights gathering, real-time sentiment analysis, and customer support feedback loops.
• Guide content strategy aligned to brand and commercial goals.

5. Graphic Design & Creative Output

• Oversee the Graphic Design function, ensuring all creative assets (campaign visuals, trade materials, social content, digital collateral) are on-brand, high-quality, and delivered against agreed timelines.
• Set creative direction and brief the design team based on insights, campaign objectives, and brand guidelines.
• Maintain and evolve brand visual standards across all internal and external touchpoints.
• Review and approve design output prior to publication or activation.

7. Performance Management & Reporting

• Define and track key KPIs across functions, including:
  • Customer satisfaction
  • Campaign performance
  • Cost of acquisition (CAC)
  • Customer lifetime value (LTV)
  • Trade marketing ROI
  • Creative turnaround time and output quality
• Develop dashboards and reporting frameworks for leadership visibility.
• Continuously optimize strategies based on performance insights.

8. Team Leadership & Capability Building

• Lead, mentor, and develop a multi-functional team including Consumer Insights Analyst, Telephonic Researchers, the Social Media Lead, Graphic Designer, and the Trade Marketing team.
• Build strong capabilities in data analysis, customer research, brand and campaign execution, and creative production.
• Foster a high-performance, insight-driven culture.

Requirements

Key Deliverables

• Integrated consumer insights strategy and reporting framework
• Improved customer acquisition and retention performance
• Strong, consistent brand presence and visual identity across channels
• High-impact, ROI-driven trade marketing activations
• Timely, high-quality creative/design output aligned to brand and campaign needs
• Data-backed decision-making across commercial teams

Qualifications & Experience

• Bachelor's degree in Marketing, Business, Economics, or a related field
• Master's degree (MBA preferred) is an advantage
• 5–7 years of overall experience in marketing, consumer insights/research, trade marketing, or brand management
• At least 4 years of experience in a people management / team leadership capacity
• Demonstrated experience managing cross-functional or multi-disciplinary teams (research, social media, trade marketing, design)
• Experience in data-driven decision-making and analytics
• Experience in high-growth sectors (e.g., fintech, telecom, energy, FMCG) is an advantage

Key Competencies

• Strategic thinking and commercial acumen
• Strong analytical and data interpretation skills
• Customer-centric mindset
• Leadership and team management
• Creative judgment and brand stewardship
• Cross-functional collaboration
• Communication and storytelling with data

About Company

M-Gas Limited

https://mgas.ke/

M-Gas Limited is an LPG provider that leverages on its smart meter technology to offer clean cooking solutions to households. It adopts a Pay-As-You-Go model to render last-mile delivery services to all its customers.