About this role
Job location: Addis Ababa, Ethiopia About The Role: We are looking for a commercially minded Senior Marketing Associate, Ethiopia to shape and execute marketing activities that strengthen the brand, engage customers, and contribute to business growth in Ethiopia. You will develop and coordinate marketing plans that build brand and product awareness, strengthen customer engagement, and contribute to growth across the market. The Senior Marketing Associate, Ethiopia will translate the regionally developed marketing strategy into high-impact, in-country plans that strengthen brand awareness, customer acquisition, and sales growth. The role will oversee the development and execution of integrated marketing campaigns, contribute to product launches and market activations, and work across functions to ensure marketing initiatives align with commercial and customer goals. The ideal candidate combines strategic thinking with hands-on execution, strong knowledge of the local market, and an ability to work effectively with teams and external partners to deliver measurable results. Marketing Strategy Execution Work closely with the Regional Marketing Manager to translate regional and global marketing strategies into clear, actionable country-level plans. Develop annual and quarterly marketing plans aligned with business priorities, sales targets, and market opportunities in Ethiopia. Ensure brand positioning, messaging, and go-to-market approaches remain locally relevant while staying consistent with regional brand guidelines. Campaign Development & Execution Develop and execute integrated marketing campaigns across multiple channels, including ATL, BTL, digital, retail, field marketing, and partnerships, to build awareness, consideration, and sales. Manage end-to-end campaign execution, including planning, briefing, timelines, budgets, and coordination with internal teams and external vendors. Contribute to seasonal campaigns, promotions, and tactical initiatives designed to achieve short-term sales and growth goals. Content, Messaging & Sales Enablement Create compelling product messaging, digital content, promotional materials, and sales tools tailored to customers, agents, and field sales teams. Ensure marketing materials are clear, customer-focused, and effective in communicating product value propositions. Work closely with Sales to equip field teams with appropriate tools, training materials, and talking points that strengthen conversion at the last mile. Product Launches & Market Activations Oversee in-country marketing execution for new product launches, including launch plans, communications, training materials, and customer-facing activations. Contribute to internal and external promotions, roadshows, retail activations, and experiential marketing initiatives. Coordinate with Product, Sales, and Programs teams to ensure smooth and impactful launches. Market & Customer Insights Monitor market trends, customer behavior, and activity from other players in the market to identify opportunities, risks, and insights that inform marketing strategy. Gather and synthesize field feedback, customer insights, and performance data to continuously refine messaging and tactics. Serve as the local market specialist, providing regular insights and recommendations to regional stakeholders. Cross-functional Ways of Working Work closely with Sales, Product, Customer Care, Programs Optimisation, and other internal teams to ensure marketing initiatives are aligned, customer-focused, and operationally feasible. Work with external partners such as agencies, printers, media houses, and activation partners to deliver high-quality outputs on time and within budget. Performance Tracking & Optimization Track and assess campaign performance using defined KPIs, sales data, and customer feedback. Prepare regular performance reports and insights for the Regional Marketing Manager and other stakeholders. Produce monthly reports covering marketing activities delivered, with clear evidence of tangible return on investment (ROI). Conduct quarterly reviews of marketing activities, with a focus on marketing performance metrics. Produce an annual report covering the business SWOT review for the region. Provide regular reports on activity from other players in the market. Use data and learnings to continuously refine campaigns, improve ROI, and inform future planning.