TOR for Marketing Lead 5 views

Background

Yarashoo Agro Industry, established in Ethiopia in August 2020, aims to innovatively address market linkage challenges in agricultural product trading while adding value to fresh produce. Yarashoo has recently, in 2022, launched a dried fruit product in Ethiopia under the brand name Aifa Foods. Aifa Food, through its dried fruit products, aims to work directly with farmers to introduce innovative post-harvest solutions and create a sustainable market for selected fruits and vegetables.

This Terms of Reference outlines some of the support areas that the Marketing Lead will be focusing on.

Objectives

• To Establish and enhance the brand identity and positioning in the marketplace.
• Increase market share and sales volume through targeted marketing initiatives.
• Build strong relationships with consumers and stakeholders to foster loyalty and brand advocacy.
• Implement metrics to evaluate the effectiveness of marketing strategies and campaigns.

Key Responsibilities

• Conduct thorough market research to identify trends, customer preferences, and competitive dynamics.
• Develop a comprehensive marketing strategy that aligns with business goals, including positioning, messaging, and brand identity.
• Set clear, measurable objectives and key performance indicators (KPIs) for all marketing activities.
• Design and implement multi-channel marketing campaigns (digital, print, social media, events) to promote product offerings.
• Oversee the creative process, ensuring all marketing materials are consistent with brand guidelines and resonate with target audiences.
• Coordinate promotional activities such as product launches, trade shows, and community events to enhance brand visibility.
• Develop and manage digital marketing strategies and social media engagement.
• Monitor and respond to online reviews and customer inquiries across digital platforms, maintaining a positive brand reputation.
• Collaborate with graphic designers to produce high-quality visual and written materials that effectively communicate product benefits.
• Ensure content is optimized for search engines and tailored to the preferences of target audiences.
• Work closely with the sales team to ensure marketing strategies support sales initiatives and customer acquisition efforts.
• Foster collaboration with product development teams to provide insights on consumer trends and feedback for product enhancements.
• Lead and mentor the marketing team, promoting a culture of creativity, innovation, and accountability.
• Develop and manage the marketing budget, ensuring efficient allocation of resources on marketing activities.
• Analyze the financial performance of marketing campaigns and report on expenditures and outcomes.

Required Qualifications

• Education:
  • Bachelor’s degree in Marketing or related field, a Master’s degree or relevant certification is a plus.
• Experience:
  • Minimum of 8 years’ experience in marketing, with a proven track record in the consumer goods or food and beverage industry.
  • Experience in developing and executing successful marketing campaigns across multiple channels.

Skills

• Strong strategic thinking and analytical skills, with the ability to interpret market data and trends.
• Excellent written and verbal communication skills, capable of crafting compelling narratives that resonate with diverse audiences.
• Proficiency in digital marketing tools and CRM systems.
• Mindset with a passion for health and wellness, and the ability to think outside the box.
• Self-motivated and results-oriented, with a strong work ethic and the ability to thrive in a fast-paced environment.
• Strong leadership qualities and the ability to inspire and manage a team effectively.