Digital Marketing Specialist at Promasidor

Promasidor was founded in 1979 by Robert Rose, who left the United Kingdom in 1957 for Zimbabwe to pursue his African dream. As Chairman of Allied Lyons Africa for over 20 years, he travelled extensively across Africa and gained a unique and thorough knowledge of the food industry throughout the continent. In particular he noticed a lack of availability of the one highly nutritious product that the developed world takes for granted - milk. He realised that with technology in the manufacture of milk powders advancing rapidly, there was an exciting opportunity to provide milk powder in small portions that could be packaged in flexible sachets. It was found that removing the animal fat from the milk and replacing it with vegetable fat allowed for a longer shelf life. This meant that for the first time, milk powder could be distributed across the vast African continent, providing access to affordable milk to everyone in Africa. A passionate belief in this vision fuelled the pioneering concept of selling filled milk powder in small sachets and Promasidor began selling the Cowbell brand in the Democratic Republic of Congo (then Zaire) in 1979. Today Cowbell is sold in the majority of countries across the African continent.

JOB OBJECTIVES

• The Digital Specialist will play a key role in driving the digital transformation strategy for the assigned brands, overseeing and executing digital marketing initiatives to build brand awareness, increase consumer engagement, and drive e-commerce growth.
• This role involves leveraging digital channels such as social media, SEO, email / SMS marketing, paid advertising, content marketing, and analytics to enhance the brand’s digital footprint and deliver measurable business results.
• The Digital Specialist will work closely with the marketing, sales, and e-commerce teams to ensure the effective implementation of digital campaigns and strategies aligned with the company’s objectives, ultimately contributing to sales growth and overall business performance.

KEY RESPONSIBILITIES

Digital Strategy Development & Execution

• Develop and execute comprehensive digital marketing strategies to support brand objectives, increase customer acquisition, drive brand awareness, and enhance online presence.
• Lead the planning and implementation of integrated digital marketing campaigns across channels including SEO, SEM, social media, display advertising, email marketing, and influencer partnerships to drive traffic, leads, and conversions.
• Ensure digital campaigns align with overall marketing strategy, brand guidelines, and business objectives, focusing on driving measurable engagement and growth.
• Collaborate with cross-functional teams (marketing, sales, e-commerce) to design and execute strategies that complement traditional marketing efforts, ensuring consistent messaging and branding.
• Monitor and optimize digital channels to improve performance, increase ROI, and maximize brand visibility.
• Drive customer acquisition and engagement by leveraging data-driven insights to refine campaign tactics and deliver optimal results.
• Continuously assess and adjust digital strategies based on market trends, competitor activity, and performance analytics to ensure ongoing effectiveness

Social Media & Content Management

• Manage and optimize the brand's social media presence across platforms (Facebook, Instagram, Twitter, TikTok, etc.), ensuring regular, creative, and impactful content creation to increase brand visibility and customer engagement.
• Ensure all content is aligned with the brand's voice, tone, visual identity and objectives
• Work with creative team to create digital assets, including videos, graphics, blogs, and other content tailored for digital platforms.
• Analyze engagement data to measure content performance and adjust strategies accordingly.
• Monitor social media trends and create content tailored to the target audience, ensuring relevancy and resonance with consumers.

Innovation & Market Trends

• Stay up-to-date with the latest digital marketing trends, tools, and technologies, particularly in the FMCG industry.
• Identify emerging digital marketing opportunities that can be leveraged to strengthen the brand’s position in the Nigerian market.
• Recommend new strategies and digital initiatives to maintain the brand's competitive edge in the market.
• Innovate new methods for consumer engagement and brand growth through digital means.

Consumer Engagement:

• Monitor and respond to customer inquiries and feedback across digital platforms, ensuring timely and professional interactions.
• Foster a community of brand advocates and loyal customers through active engagement and interaction.

Search Engine Optimization (SEO):

• Optimize website and content for search engines to increase organic traffic and visibility.
• Conduct keyword research and competitor analysis to improve digital search performance.

Performance Analytics & Reporting

• Monitor key performance indicators (KPIs) for all digital channels, ensuring campaigns are optimized for maximum performance.
• Regularly analyze data to identify trends, consumer insights, and opportunities for improvement in digital marketing efforts.
• Provide detailed reports on campaign performance and digital metrics, including ROI analysis, and present findings to senior management.
• Use tools like Google Analytics, SEMrush, and social media analytics to track and evaluate campaigns.

Collaborations

• Collaborate closely with cross-functional teams, including creative, category management, sales, and other departments, to ensure the effective execution of digital initiatives.
• Work alongside external agencies and freelancers to produce high-quality campaigns and digital materials.

Budget Management

• Manage and optimize the digital marketing budget to ensure effective allocation of resources across campaigns.
• Identify opportunities to reduce costs while maintaining high-quality digital outputs.

EDUCATION

• Bachelor's degree in Marketing, Digital Media, Communications, or a related field
• Digital Marketing Institute, Google and other relevant certifications.

EXPERIENCE

• Minimum of 3-5 years of experience in digital marketing, preferably in FMCG or a related consumer-focused industry.
• Proven experience in developing and executing successful digital campaigns and community growth.

KNOWLEDGE & SKILLS

• Strong understanding of digital marketing channels, including SEO, SEM, social media, email marketing, and content marketing.
• Proficiency in digital marketing tools (e.g., Google Analytics, Google Ads, Facebook Ads Manager, SEMrush, Hootsuite, Canva, AgoraPulse, Sprout Social etc.).
• Solid knowledge of social media trends and platforms, especially in the Nigerian market.
• Experience in creating and executing paid media campaigns and analyzing their performance.
• Strong analytical skills and ability to interpret data to drive decision-making.
• Creative mindset with excellent written and verbal communication skills.
• Ability to work independently and as part of a team.
• Knowledge of the FMCG landscape in Nigeria and an understanding of consumer behavior is a plus.
• Excellent communication and presentation skills.
• Proficiency in Microsoft Office (Excel, PowerPoint)

PERSONAL ATTRIBUTES

• Results-Oriented: Strong focus on achieving measurable business outcomes.
• Adaptability: Ability to adapt to rapidly changing trends and technologies in the digital landscape.
• Problem Solver: Ability to identify challenges and propose creative solutions.
• Proactive: Willingness to take initiative and drive change within the digital space.

Method of Application

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