Marketing Manager

Company: Optica Limited

Location: Nairobi, Kenya (Headquarters)

Job Type: Full-Time

Reports to: Group Head of Marketing

Direct Reports: Digital Marketing Executive, Marketing Operations Executives, Marketing Assistant, Graphic Designer, Photographer/Videographer, E-commerce lead.

The Marketing Manager is responsible for leading marketing operations across all of Optica’s operating countries. Reporting to the Group Head of Marketing, you hold direct accountability for driving foot traffic into our stores, growing online bookings for eye tests, and boosting eyewear sales through a mix of online and offline campaigns.

You will manage and mobilize a dedicated team to execute group marketing plans. While you will have team support, this role requires you to stay deeply involved in every initiative, taking personal ownership of execution speed, creative quality, branch standards, and commercial results.

• Campaign Management: Build and run the promotional calendar for the year. Roll out campaigns across all markets.
  

• Store & Offline Marketing: Oversee in-store branding, window displays, posters, flyers, billboards, and all outdoor advertisement. Plan local activations, branch openings, and corporate vision-screening events to bring people into stores.
  

• Digital Marketing: Manage paid ads (Meta, Google, TikTok etc.), social media pages, and search optimization. Increase online eye-test bookings and support sunglasses and accessory sales on the website.
  

• Customer Retention: Run email and SMS campaigns to remind existing customers to return for their annual eye exams and upgrade their frames or lenses.
  

• Multi-Country Coordination: Work with managers in each country to tailor promotions to local tastes, track local competitors, and support new branch launches.
  

• Vendors & Agencies: Direct creative agencies, media buyers, printers, and sign makers. Negotiate bulk rates across regions to keep costs down.
  

• Budgets & Reporting: Track marketing spend across all countries. Report monthly on store footfall, online bookings, sales growth, ad spend returns, and customer acquisition costs.
  

• Growth in store footfall and branch sales across all operating countries.
  

• Increase in completed eye-test appointments (online and walk-in).
  

• Profitable digital ad returns and lower customer acquisition costs.
  

• On-time, on-budget rollout of campaigns across all stores.
  

• Experience: 3-5 years in marketing experience in retail, consumer goods, healthcare, or agency account management, including proven experience supervising or coordinating team members.
  

• Channel Expertise: Proven track record running both offline retail promotions (print, POS displays, events) and digital channels (Google Ads, Meta Ads Manager, Google Analytics, SMS/email tools).
  

• Commercial Focus: Comfortable managing budgets, reading sales data, and tying marketing activities directly to store revenue.
  

• Execution: Strong project management skills with the ability to manage competing deadlines across different markets.
  

• Education & Travel: Bachelor’s degree in Marketing, Business, or a related field. Willingness to travel to our branches as needed – very occasional.