Trade Marketing Manager - On-Ground & Rural Activation at DAG Industries Nigeria Limited
DAG Industries Nigeria Limited
Lagos, Nigeria
Permanent
Published 1 month ago · Expires 3 weeks from now
Job description
We invite applications from suitably qualified candidates.
Role Summary
- This role is responsible for planning and executing on-ground marketing programs that directly drive sales volumes and channel penetration for DAG’s 2W, 3W, tyre, and lubricant businesses across Nigeria and West Africa.
- The focus is on field activations (park by park activities, service camps, etc.), consumer schemes, POP (Point-of-Purchase) materials, and deep rural market engagement — from okada/keke riders and fleet owners to park chairmen, tyre retailers, and truck users.
- The position demands strong field presence, excellent vendor and team management, and an ability to translate field insights into actionable marketing strategies.
- Design, launch, and track consumer and dealer incentive schemes to boost retail sales and secondary liquidation.
- Ensure 100% on-ground execution of rider scheme programs, promotional offers, and service/finance tie-ups.
- Create and implement POP and BTL campaigns (road shows, test rides, rider meets, park activations, tyre fitment demos, etc.) that directly influence retail and fleet purchase.
- Build and continuously update customer person as for:
- Okada/keke riders and dispatch/logistics operators.
- Park chairmen and fleet owners.
- Tyre retailers, truck operators, and long-haul transport users.
- Conduct market mapping and rural penetration studies to identify new catchment areas, under-served LGAs, and growth opportunities.
- Collect and analyse product feedback (e.g., tyre performance, lube usage) and competition intelligence to support product development and sales strategy.
- Identify and manage vendors for POP production, merchandising, and field activations.
- Negotiate costs, monitor quality, and ensure timely delivery of promotional materials.
- Oversee ground promoters and activation teams, ensuring brand messaging consistency and efficient resource deployment.
- Work closely with Regional Sales Managers and ASMs to integrate marketing campaigns with sales targets.
- Provide dashboards, LGA-wise activation calendars, and ROI tracking for each scheme.
- Facilitate training and motivation sessions for field sales teams on new campaigns, product USPs, and market insights.
- Strengthen DAG’s brand visibility in remote and semi-urban markets through innovative rural marketing such as community sponsorships, market-day programs, and rider-club engagement.
- Support government or institutional sa...