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Vivo Energy

Pan-African fuel retailer and distributor

Marketing Manager

Marketing Generalist & ManagementConfirmed live in the last 24 hours
Full-timeKampala, UgandaNo salary listedIn-person

About the Job

Requirements

  • A bachelor's degree in Marketing, Business Administration, Commerce, Economics, or a related field is required.
  • A postgraduate qualification in Marketing, Business Administration, or a related discipline is an added advantage.
  • At least 10 years of relevant commercial or marketing experience, including a minimum of five years in a managerial or senior leadership position, is required.
  • Experience in downstream oil and gas, fast-moving consumer goods, retail, energy, telecommunications, financial services, or another customer-focused commercial industry is required.
  • Demonstrated experience in marketing strategy, brand management, customer insights, product marketing, pricing, digital marketing, and integrated campaign management is required.
  • Proven experience managing significant marketing budgets and demonstrating return on marketing investment is required.
  • Strong commercial and financial acumen, with the ability to connect marketing activity to volume, revenue, margin, and market-share performance, is required.
  • Experience managing both B2C and B2B marketing environments is required.
  • Experience leading cross-functional projects and managing multiple programs simultaneously is required.
  • Strong analytical skills and the ability to interpret market, customer, competitor, financial, and operational data are required.
  • Strong stakeholder-management, negotiation, communication, presentation, and influencing skills are required.
  • Strong people-leadership, coaching, and performance-management capabilities are required.
  • High levels of integrity, accountability, attention to detail, and personal organization are required.
  • Ability to operate effectively in a complex, fast-changing, regulated, and highly competitive environment is required.
  • Proficiency in relevant digital marketing, customer insights, and marketing analytics capabilities is required.
  • Mastery-level competency is expected in insights and analytics, strategy definition with digital integration, customer value proposition development, brand development and equity growth, product and service portfolio lifecycle management, pricing, sales promotions, channel and sector management, customer experience, loyalty programs, integrated marketing communications planning, execution excellence, risk and reputation management, and convenience retail category management, merchandising, and formats.
  • A professional qualification from the Chartered Institute of Marketing or an equivalent recognized professional body is ideal but not mandatory.

Responsibilities

  • Lead development and execution of the country marketing strategy to strengthen brand equity, drive customer preference, accelerate category growth, and deliver commercial value across Retail, Commercial, Lubricants, Convenience Retailing, and LPG.
  • Translate business priorities, customer insights, and market opportunities into integrated marketing programs that grow market share, customer acquisition, retention, loyalty, and profitability.
  • Provide strategic marketing leadership and ensure consistent brand positioning, differentiated customer value propositions, effective marketing investment, and execution across physical and digital customer touchpoints.
  • Ensure marketing initiatives are commercially sound, customer-focused, compliant with brand and HSSE standards, delivered on time and within budget, and aligned with business strategy.
  • Work with Sales, Retail Operations, Lubricants, Supply, Finance, Pricing, Network Development, HSSE, Communications, and Central Marketing teams to translate business priorities into go-to-market plans.
  • Develop the annual marketing plan for relevant segments and categories to deliver business growth and market-share leadership.
  • Implement marketing initiatives and activities according to plan and business needs, delivering the required return on marketing investment.
  • Manage marketing resources, including budget, people, agencies, and other partners.
  • Oversee product and service marketing, portfolio progression, positioning, and customer value propositions.
  • Undertake marketing research and competition monitoring, and build organizational market and customer insights.
  • Support innovation, product development, and commercialization.
  • Act as custodian of the Shell brand and champion brand-building initiatives to improve brand preference and other brand KPIs.
  • Manage established masterbrands and sub-brands to build strong, distinctive, trusted brands that drive customer preference and competitive advantage.
  • Implement brand strategy, positioning, and brand-building programs.
  • Develop brand campaigns and initiatives that reinforce local relevance, product differentiation and quality, service excellence, innovation, and customer value.
  • Strengthen awareness, consideration, preference, and differentiation KPIs with the objective of becoming the number-one brand in the market.
  • Ensure consistent application of brand identity, standards, and customer experience across all touchpoints.
  • Manage local brand partnerships, sponsorships, brand ambassadors, content creators, and influencer initiatives in line with strategic priorities.
  • Review brand tracker reports to monitor brand health, competitive positioning, and reputation, and identify opportunities for differentiation and improvement.
  • Develop and deliver an insight-led country marketing strategy aligned with business growth ambitions.
  • Develop the annual marketing plan and budget with strategic priorities and activities aligned to business and category ambitions.
  • Translate commercial objectives into marketing programs that drive volume, revenue, market share, and profitability.
  • Identify and prioritize growth opportunities across customer segments, categories, and channels.
  • Collaborate with Sales, Operations, and category teams to deliver integrated business outcomes.
  • Lead marketing performance reviews, evaluate effectiveness, and optimize investments to maximize commercial returns.
  • Develop customer-segment, channel, product, pricing, communication, and promotional strategies that contribute to sustainable business growth.
  • Prepare and manage the annual marketing calendar, ensuring campaigns and programs are prioritized, resourced, and coordinated across the business.
  • Advise senior management on market trends, customer behavior, competitor activity, brand performance, and commercial opportunities.
  • Develop category-specific marketing plans aligned to market maturity, customer needs, and commercial priorities; support product launches, portfolio innovations, and new customer propositions; collaborate with category and sales teams on offers, promotions, and activations; monitor category performance, customer response, and competitive developments; and use loyalty to grow retention and customer lifetime value.
  • Drive retail fuel brand preference and product differentiation for main-grade and premium fuels, premium-fuel penetration, customer acquisition, and volume growth through targeted campaigns.
  • Support B2B commercial-fuel customer acquisition, retention, and account growth through sector-specific value propositions, demonstrated value case studies and testimonials, targeted marketing, and sales enablement.
  • Drive lubricant brand preference, product awareness, portfolio penetration, and growth across consumer, reseller, and commercial segments.
  • Build convenience retailing, ONFR, and food-to-go brand preference; grow share of shopping and food missions; improve quality perceptions and shop appeal; and increase footfall, conversion, basket size, and repeat visits.
  • Build LPG category and brand awareness, strengthen safety and quality perceptions, and drive household and commercial adoption, customer acquisition, refill frequency, and retention.
  • Lead the customer and market insights agenda in country, identifying evolving customer needs, behaviors, preferences, and purchase drivers.
  • Commission and use market research, customer segmentation, brand tracking, and customer satisfaction studies.
  • Monitor competitors, pricing dynamics, category developments, and emerging market trends.
  • Translate insights into recommendations for product innovation, proposition development, campaign planning, and customer experience.
  • Use customer feedback and insights to improve marketing effectiveness and performance.
  • Lead end-to-end campaign planning, creative development, execution, optimization, and evaluation.
  • Develop campaign briefs for agencies to create campaigns that reach target audiences and deliver business objectives.
  • Coordinate integrated campaigns across traditional media, digital channels, retail sites, trade channels, experiential marketing, and activations.
  • Manage advertising, media, creative, activation, and production agencies to ensure quality, efficiency, and timely delivery.
  • Balance and coordinate brand-building campaigns with sales-driving initiatives.
  • Evaluate campaign effectiveness against brand, customer, and commercial objectives.
  • Develop and implement the country digital marketing strategy in alignment with brand and commercial priorities.
  • Lead digital campaign planning and implementation using paid media, search, social media, mobile apps, content marketing, and influencer programs.
  • Manage the brand's digital presence across websites, social platforms, and other owned digital channels.
  • Drive digital innovation, customer engagement, and integration between online marketing and physical retail experiences.
  • Use digital analytics, audience insights, and performance marketing to optimize campaign effectiveness.
  • Achieve digital marketing KPIs and monitor reach, engagement, traffic, conversion, customer acquisition, and return on advertising spend.
  • Support development and promotion of loyalty programs, fleet solutions, cashless payments, fuel cards, and customer relationship management initiatives.
  • Use customer and transactional data to improve segmentation, targeting, personalization, and campaign effectiveness.
  • Identify technology and digital solutions that improve customer experience across retail and B2B channels.
  • Monitor digital, payment, and loyalty program performance and recommend improvements based on customer uptake and commercial returns.
  • Develop and implement trade marketing and point-of-sale visibility programs across retail B2C and commercial channels.
  • Lead marketing support for new site openings, channel product introductions, promotional activities, and customer activations.
  • Ensure effective deployment of marketing materials, merchandising standards, and brand assets.
  • Partner with Operations and Sales to improve customer experience at retail and other customer touchpoints.
  • Evaluate activation effectiveness, conversion, incremental sales, and return on marketing investment.
  • Act as the principal country marketing business partner to Retail, Commercial, Lubricants, LPG, and Convenience Retailing.
  • Collaborate with central and global brand and marketing teams to localize strategies, leverage shared capabilities, and adopt best practices.
  • Lead, coach, and develop the country marketing team, building capabilities in strategic marketing, digital, analytics, and execution.
  • Influence senior stakeholders through insight-led recommendations and clear performance reporting.
  • Champion a customer-centric, performance-driven, and collaborative marketing culture.
  • Develop, allocate, and optimize the annual marketing budget across brands, categories, and channels in line with approved business priorities.
  • Ensure marketing expenditure is planned, authorized, controlled, tracked, and reconciled.
  • Allocate resources across products, channels, customer segments, and campaigns based on strategic importance and expected commercial return.
  • Monitor actual expenditure against budget and implement corrective action when variances arise.
  • Establish financial and performance controls for marketing programs.
  • Measure and report marketing return on investment, including impacts on volume, revenue, margin, market share, customer acquisition, retention, and brand performance.
  • Ensure transparent management of agency fees, production costs, promotional expenditure, sponsorships, research costs, and other marketing investments.
  • Demonstrate visible leadership and personal accountability for Health, Safety, Security and Environment performance.
  • Maintain thorough knowledge of the company's Health, Safety, Security and Environment Management System and understand its application to employees, contractors, retailers, agencies, suppliers, customers, and marketing activities.
  • Ensure campaigns, activations, events, promotions, retail executions, and customer engagements comply with applicable Health, Safety, Security and Environment requirements.
  • Ensure marketing agencies, contractors, and service providers are assessed, briefed, and monitored for Health, Safety, Security and Environment compliance.
  • Incorporate Health, Safety, Security and Environment considerations into marketing plans, project risk assessments, customer communications, and campaign execution.
  • Promptly report and support investigation of incidents, unsafe conditions, and non-compliance relating to marketing activities.

About the Company

Vivo Energy

Pan-African fuel retailer and distributor

Vivo Energy is a pan-African petroleum retailer and distributor that sells Shell- and Engen-branded fuels and lubricants. It runs about 4,000 service stations in 28 African markets and also serves commercial customers by supplying fuels, lubricants, and LPG to industries like mining, aviation, and marine. The company stands out by holding exclusive rights to market Shell-branded products in its markets and by combining a large retail network with Engen assets. Its goal is to grow its footprint, expand services, and strengthen its leadership in Africa’s downstream petroleum market.

Company size
5,001-10,000
Company stage
Acquired
Total funding
Not listed
Headquarters
London, United Kingdom
Founded
2011

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