Marketing Manager at DAG Industries Nigeria Limited

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.

Key Responsibilities

Field Marketing & Scheme Execution

• 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

Market & Consumer Insight

• Build and continuously update customer personas 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

Vendor & Agency Management

• 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 is consistent and impactful