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Inbound Marketer - Tigoni, Kiambu County

Brown's Food Co
Kiambu, Kenya

Salary rangeConfidential | Contract type: Permanent

You have 11 days left to apply for this job.

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Job Summary

The Marketing Manager will be responsible formanaging our social media accounts, attracting sitetraffic, converting that traffic into new leads for the business, and nurturingthose leads to close into customers, the latter of which sales leadership willhelp in accomplishing.
Thisposition is based in Tigoni, Kiambu County.
PURPOSE OF THE ROLE
The Inbound Marketer’s goal is to attract new prospects to Brown’s, engage with them at scale, and delight them individually. Partnership with our sales, services teams and strategic partners, is key to keep the flywheel spinning effectively and drive business growth.

Responsibilities


  • Build and manage a rich content/editorial calendar that attracts a qualified audience to our landing pages.
  • Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content (including offers).
  • Optimize our marketing automation and lead nurturing processes through email, content, and social channels.
  • Establish closed-loop analytics with sales to understand how our inbound marketing activity turns into customers, and continually refine our process to convert customers.
  • Build and manage the company’s social media profiles and presence, including Facebook, Twitter, LinkedIn, and additional channels that may be deemed relevant.
  • Create shareable content appropriate for specific networks to spread both our brand and our content.
  • Monitor and engage in relevant social discussions about our company, competitors, and/or industry, both from existing leads and customers as well as from brand new audiences.
  • Run regular social promotions and campaigns and track their success (e.g., Twitter chats, LinkedIn discussions, etc.).
  • Work alongside other marketers and content marketers to help distribute content that educates and entertains our audience and supports marketing goals.
  • Drive consistent, relevant traffic and leads from our social network presence.
  • Explore new ways to engage and identify new social networks to reach our target buyers.
  • Track, measure, and analyze all initiatives to report on social media ROI.
  • Partnering with external stakeholders to further grow our Brand.
QUALIFICATIONS AND EXPERIENCE REQUIRED
  • Bachelor of A/BS degreeor equivalent work experience.
  • Past experiencein marketing preferred.
  • Excellent communicator and creative thinker, with an ability touse data to inform all decisions.
  • Proficiency in marketing automation and bloggingsoftware in order to generate traffic, convert visitors into leads, andthen nurture them (using dynamic workflows) into converted customers.
  • Bonus skills: HTML/CSS, Adobe Creative Suite.
  • Active and well-rounded personal presence in social media, with a command of each network and their best practices.
  • Excellent communicator and creative thinker, with an ability to use both data and intuition to inform decisions.
  • Proficiency in using social media software (e.g. HubSpot's Social Inbox) to monitor social media conversations.
  • Bonus experience and skills include Adobe Creative Suite, demand generation, inbound marketing, and blogging.       
CONTEXT
Brown’s Food Co. is a premium food business that produces cheese,yoghurt, ice cream & baked goods to East Africa. Our mission is to craftwholesome and delicious foods from Nature’s Bounty. We purchase locally grownproduce and turn it into value- added premium products. 
 
Strategy: the business model is to be adiversified food business in East Africa. As such, this role is strategicallypoised to be responsible for the supply chain, processing efficiencies &efficient distribution of the products across the Region. We produce 8 maincheese lines, 2 cracker lines – gluten & gluten free, 2 frozen lines dairyand non-dairy, and 2 dip lines – dairy & non-dairy.
We recently produced a new cheese brand which is positioned as avalue brand adding sales volume at a lower margin for us. We are also opening achain or our own cheese stores/deli that allows us to continue to strengthenthe brand and cross market our new products.
Trends: The economy is expected to berelatively slow and the environment continues to be increasingly competitive.There is movement towards consumers wanting to know the origin of their foodand look towards healthier options allows us to position ourselves as a premiumhealthy choice in several food segments. We believe this positioning willenable us to gain market share with the strength of our brand name behind us.
Consumers: Our customersexpect a product of the highest quality from us. They expect us to deliver iton time and many times require product customization to meet their specs.
The telesales associate will work across the entire ecosystem ofthe company to ensure that the customers’ needs are being met by our products.All comments and customer insights shall be communicated clearly to theinternal team.
1. FINANCIALS
Deliver on:
1.    Revenue targets for customersbased on quarterly targets
2.    # of well-targeted andhigh-converting leads achieved per day
3.    Cost per Lead
4.    Cost of Customer Acquisition(COCA)
5.     CustomerLifetime Value (CLV)
6.     Return on Investment (ROI)
7.     Traffic to Lead
8.      Lead to Customer
9.     Organic Traffic
Other dimensions are:
10. Lacking a Model or Process
11. Restricted Budget
12. Pressured for Short-Term Gains
13. Meticulousmanagement of customer data
14. Effectivereports to Management on Business trends variances and insights.
2. Market Complexity 
The cheese market in Kenya is relatively small & estimated at1.5 billion.  It is increasing with moreand more people moving to the City & eating cheese through mostly pizzaconsumption.
Brown’s Food Co. has an estimated 27% market share.
Customers: We supply most hotels, lodges,restaurants in Kenya. We supply the airlines, fast food pizza chains & Tier1 retail supermarkets. 45% of our sales are retail.
Manufacturing: Supplychain involves procurement of raw materials locally. We do purchase specializedpackaging from China for the ice cream range. Our primary COGS are milk, labor,electricity & packaging.
Brown’s Food Co. has an estimated 27% market share.
Customers: We supply most hotels, lodges,restaurants in Kenya. We supply the airlines, fast food pizza chains & Tier1 retail supermarkets. 45% of our sales are retail.
Manufacturing: Supplychain involves procurement of raw materials locally. We do purchase specializedpackaging from China for the ice cream range. Our primary COGS are milk, labor,electricity & packaging.
Logistics: Wedo our own delivery to Coast & Nairobi. We use courier for upcountry. Wehave distributors to deliver within East Africa.  Most of our incoming goods are delivered. Weuse a tanker logistics company to transport most of our milk. Some still comesvia milk churns from the neighboring region
3. Leadership Responsibilities
This role will interface between customers andproduction/dispatch. You will interface directly with executive leadership, employers,department managers, and customers to drive profitable growth.
Key Stakeholders:
  • ManagingDirectors
  • Headof sales
  • Employees
  • ExistingCustomers
  • PotentialCustomers
  • Customer accounts teams
Barriers to Success in Role
  • Confusion between tactics and strategy.
  • Isolating the marketing function from operations.
  • Confusion between the marketing function and themarketing concept.
  • Lack of in-depth analysis.
  • Confusion between process and output.
  • Lack of a systematic approach to marketingplanning.
  • Failure to prioritize objectives.
Location 
The job is based in Kenya at the processing facility 1 hour fromNairobi. The area is rural, but accessibility is good and most areas of Nairobiaccessible in 40 mins.


Job Requirements

Required education: Bachelor's degree
Required relevant work experience: 5 years
Required languages: English (Spoken: fluent | Written: fluent)

Mandatory attachments

Please have a scan or photo of these documents ready when you start the application:

Self-prepared CV file - the employer wants to see a CV that you have prepared yourself
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11 days left to apply

Brown's Food Co

Tigoni Limuru , Limuru, KE
Agriculture, fishing, forestry
Website

At brown's food co., We pride ourselves on crafting natural wholesome products. Our dairy range includes a wide range of artisan cheeses, organic milk, yoghurt & ice cream. We are on a mission to make our products using local, natural ingredients and support our farmers as we grow. We believe people should be eating locally and wholesome foods that nourish the body, heals the earth and sustains our land for future generations.

Benefits included

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11 days left to apply