Hyperlocal Brand Marketing Specialist at

1 month ago

Nairobi, Nairobi Area, Kenya GoBEBA Full time
GoBEBA is an on-demand retailer of bulky household and workplace essentials. We deliver your daily instant needs e.g. cooking gas, drinking water, and office pantry necessities, to your doorstep in under an hour.

We operate a network of dark stores (micro-fulfillment centers) around popular areas to make sure that orders get to you quickly.


Role Overview:


As a Hyperlocal Brand Marketing Specialist at Gobeba, you will be responsible for leading customer acquisition encompassing highly targeted hyperlocal marketing activities across a number of selected urban zones.

The principle objective of this role is to deeply leverage data and technology to develop new customer acquisition channels at a hyperlocal level with potential to scale in multiple locations.

You will ideate, design, experiment and use data to determine what works then create a predictable hyperlocal marketing process to scale and continuously optimize the customer acquisition rhythms in multiple urban zones.

Your primary focus is to develop new channels to reach potential customers using a combination of traditional BTL techniques and partnerships with home services providing agents such as security agents , real estate agents, caretakers, as well as property developers/owners leveraging digital platforms such as Estate whatsapp groups, digital ad screens in estates etc.

You will lead the installation of promotional materials within specific geographic areas at the estate level and you will also lead the development of partnerships with residential property managers/owners , security guards and retailers in order to acquire new customers.

You will also work with Oil marketing companies to scale GoBEBA's brand presence within their physical premises and their digital platforms.

This role will also support the development of communications and brand assets from scratch such as delivery agents gear and other forms of branded merchandise.


Key Responsibilities:
Innovate, Plan & Design Hyperlocal marketing campaigns

Set objectives, targets and KPI's of growing the customer base through hyperlocal channels

We treat every unproven customer acquisition activity as an experiment so define and clarify the Customer acquisition hypothesis .

Use internal and external data(e.g KNBS census ) to segment and map target zones including use of digital maps to establish precision of target locations
Develop campaign execution plans and budgets

Execute Hyperlocal marketing campaigns

Support development of communication materials from messaging concepts to production
Drive installations of ads and special collective offers inside selected residential neighborhoods and surrounding areas.
Provide guidance on the effective installation of brand assets such as posters, in designated areas.

Develop Hyperlocal customer acquisition Partnerships

Initiate partnerships with relevant firms and individuals that can provide access to sell and deliver GoBEBA products including Real Estate agents , security guards , caretakers , property developers , property managers and landlords.

Contact, Engage, Signup and convert partnerships into a customer acquisition channel
Gain trust with community to drive offers through their digital groups admins

Measure & optimize results

Analyze data related to customer acquisition and campaign effectiveness to drive campaign optimization decisions. Consistently Manage partner relationships to ensure continuous acquisition while driving up new customers yield rates per partner, per neighborhood
Continously Identify new effective hyperlocal customer acquisition methods to reach more and acquire more at lower acquisition costs

Manage Data

Collect, assemble, refine and manage household level residential Estate data from multiple sources including primary level sources such as BTL agents or delivery partners as well as secondary sources such as KNBS census data to help plan and drive hyperlocal marketing initiatives
Support automation of data collection and reporting to ensure accurate and timely analysis of results

Lead teams of BTL marketing agents

Train and mentor a team of youthful independent contractors /agents in allocated zones within urban centers
Set clear goals and performance metrics, and conduct regular performance evaluations.

The Person we are looking for :

This role requires a person with a combination of deep quants, extreme analytical aptitude, a star project manager yet still a creative person with a high entrepreneurial drive.

You must be hungry to sell the GoBEBA dream

You will possess a degree in quantitative oriented customer acquisition discipline such as marketing, business administration, economics or a related field
At least 3-4 years of proven experience in data driven customer acquisition using BTL channels with a track record of achieving results

Previous experience marketing brands such as Telcos, ISPs, FMCG's through residential estate groups , property agents and other hyperlocal partners will be highly regarded Strong proficiency in data analysis having a good grasp of a variety of data Management/analytics and visualization tools like excel or Google Sheets .

A command of more sophisticated tools such as SQL , python , power BI or R will be a big plus.

You live by the data ; You must naturally love the use of deep data analytics to make decisions.

So you are an ace at knowing to work with data . You know where to get it and more importantly how to "read" it so it generates insightful action points for entire acquisition funnel
You are a digital native that can easily sport opportunities to combine offline marketing activities with digital concepts
Exceptional organizational and project management skills is a must .

You must demonstrate the ability to design multiple BTL marketing projects and run them concurrently yet be able to flawlessly measure their effectiveness.

Ability to use digital mapping tools and other Geolocation/navigation software like Google Maps to make key household mapping & zoning decisions.

You must be a "doer" and a "leader" . A Street smart with a demonstrable "cando" attitude, driven by determination to achieve targets and exceed expectations while also having the charisma to lead high energy youthful teams of agents

You must have natural charisma to communicate, persuade and tell your story effectively based on the stakeholder at hand whether informally with security guards , care takers and delivery partners or formally in a corporate setting while pitching your ideas.

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