Job Purpose
To drive integrated, consumer‑centric brand activation across African markets by translating brand strategy into high‑quality execution across priority touchpoints. The role is accountable for enabling local markets to deliver effective, data‑driven marketing activation that creates cultural relevance, emotional connection and commercial impact, while ensuring strong governance, collaboration and optimisation.
Key Responsibilities
1. Lead Integrated Brand Activation Across Africa
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Translate brand strategy and objectives into integrated activation plans across markets at different maturity stages
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Lead deployment of high-impact ATL/BTL campaigns (OOH, digital, social, influencer, PR) to increase awareness and consideration
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Ensure strong visibility in culturally relevant moments to give consumers a clear reason to choose Martell, Mumm & Perrier Jouet
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Ensure alignment between marketing and trade marketing strategies
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Execute with the Africa Trade Marketing Teams to define frameworks and activation standards
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Drive execution of L3F moments, brand events, and strategic partnerships to boost reach and equity
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Collaborate with media and insights teams to maximise reach efficiency and audience targeting
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Share brand objectives, consumer challenges and priority touchpoints with African markets to enable effective localisation
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Support All Africa markets in adapting global and regional brand plans for local relevance
2. Build Emotional Connection (“Be the Standout Swift”)
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Translate the “Be the Standout Swift” platform into locally relevant activations and storytelling
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Drive culturally resonant campaigns that enhance brand meaning and emotional affinity
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Partner with influencers, creators, and experiential platforms to bring the brand world to life
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Ensure consistency of messaging across all touchpoints while allowing for local cultural nuance
3. Enable Excellence in Execution & Optimisation
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Support markets to deliver the right consumer experience across priority touchpoints (ATL, BTL, digital, events, PR, CRM, on‑ and off‑trade)
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Drive execution of activation plans across relevant channels, ensuring continuous optimisation and coordination with C3PM/Nigeria teams for global Africa impact.
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Support media teams with key Brand insights to guarantee execution plan aligns with Brand Strategy
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Leads campaign measurement (KPI’s), performance tracking and post‑campaign evaluations
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Elevate marketing capability building through training, tools and best‑practice sharing with African Markets
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Leverage brand assets (primary and secondary) to ensure consistency and effectiveness
4. Performance Management & Insights
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Monitor brand activation performance across markets using data and analytics
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Support markets in analysing ROI, effectiveness and consumer response
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Facilitate centralised sharing of data, insights and learnings across Africa
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Use insights to continuously evolve activation strategies and planning
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Track (Brand/Brands) market share of category and ensure we are on track to achieving the business ambition.
5. Drive Prestige & Category Leadership
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Elevate Martell’s and Champaign brand executions in premium & prestige channels (on-trade, off-trade, ecommerce)
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Partner with Trade Marketing & Sales to deliver best-in-class visibility and experience in high-end outlets
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Support premiumization initiatives including gift packs, rituals, and elevated brand experiences
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Strengthen Martell’s and Champaign positioning versus competitors in the prestige cognac and Champaign segments
6. Stakeholder & Agency Management
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Act as the key connector between local markets, the Centre of Excellence and brand owners
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Collaborate closely with Sales, Trade Marketing, Media, PR and Consumer Insights teams
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Lead agency collaboration by ensuring clear briefs, aligned KPIs and high‑quality outputs
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Maintain productive external relationships that deliver value, creativity and efficiency
7. Budget & Financial Management
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Support the management of activation budgets across markets
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Ensure campaigns are delivered within approved budgets
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Track spend monthly, manage forecasts, and recommend re‑phasing on Quarterly basis
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Identify opportunities for optimisation and efficiency without compromising effectiveness with in each campaign.
Qualifications & Experience
Education
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Bachelor’s Degree in Marketing, Business or a related field
Experience
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7–8+ years’ experience in Senior Brand management and/or marketing activations for FMCG/Luxury good categories
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Proven excellence delivering integrated marketing campaigns across multiple channels
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Experience working with agencies and cross‑functional teams
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Exposure to multi‑market or regional roles (is a plus)
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Experience working at a Multinational FMCG Company (is preferred)
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Portfolio Management across multiple Brands (is recommended)
Knowledge, Skills & Competencies
Functional & Technical
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Integrated marketing and activation planning
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Strong understanding of consumer, shopper and market insights
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Data‑driven decision making and marketing effectiveness measurement
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Media, PR and experiential activation knowledge
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Budget management and financial acumen
Behavioural
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Strong stakeholder and project management skills
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Highly collaborative, agile and curious
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Commercially focused with strong business acumen
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Creative thinker with a solutions‑oriented mindset
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Confident communicator and influencer across senior and cross‑functional stakeholders
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Problem solving, entrepreneurship and multi-tasking mindset
Values & Ways of Working
All employees are expected to consistently demonstrate:
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Ownership and accountability
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Mutual respect
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Open communication and feedback
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Cross‑functional collaboration
Job Posting End Date:
Target Hire Date:
2026-09-01
Target End Date:
