Brand And Marketing Manager West Africa Vocational Education (WAVE)
full-time
Reports To: CEO
About Our Client
Our Client is a fashion and lifestyle brand. We are seeking a creative, commercially minded Brand and Marketing Manager to strengthen the brand identity, grow their audience, and develop marketing initiatives that translate customer interest into sales and lasting loyalty.
About the Role
The Brand and Marketing Manager will lead the planning and execution of the brand and marketing activities across digital and physical channels.
You will shape how customers discover, experience, and connect with the brand, ensuring our messaging, visuals, campaigns, and partnerships reflect a consistent brand identity. Working closely with the creative, product, and sales teams, you will turn business priorities into campaigns that increase visibility, attract customers, and support revenue growth.
This role requires someone who combines creative judgement with strong execution, budget management, and performance analysis.
Key Responsibilities
Brand Strategy and Positioning
Develop and implement a brand and marketing strategy aligned with the business goals and target customers.
Define and maintain brand guidelines covering messaging, tone of voice, visual identity, and customer-facing communications.
Research customer preferences, fashion and lifestyle trends, and competitor activity to identify opportunities for differentiation.
Ensure consistency across social media, packaging, promotional materials, online platforms, and retail touchpoints.
Marketing Campaigns and Product Launches
Plan and execute campaigns for new collections, product launches, seasonal promotions, and brand initiatives.
Develop campaign briefs, timelines, budgets, and measurable objectives.
Coordinate shoots, creative production, launch materials, and promotional activities with internal teams and external partners.
Align campaigns with product availability, sales priorities, and the customer experience.
Review campaign results and use findings to improve future activity.
Digital Marketing and Content
Manage the marketing calendar across social media, email, website, and other relevant channels.
Guide the creation of compelling product content, brand stories, styling ideas, and promotional materials.
Oversee paid advertising where applicable, including audience targeting, creative testing, budget allocation, and optimisation.
Work with relevant teams to improve the online customer journey from discovery to enquiry or purchase.
Maintain an active, consistent brand presence and coordinate timely responses to customer engagement.
Partnerships, Influencer Marketing, and Events
Identify and manage relationships with suitable influencers, creators, stylists, media contacts, and complementary brands.
Negotiate clear deliverables, timelines, usage rights, and performance expectations for collaborations.
Plan brand activations, pop-ups, launches, and other events that build awareness and generate customer interest.
Evaluate partnerships based on brand fit, audience relevance, and measurable results.
Customer Growth and Retention
Develop initiatives that attract new customers, encourage repeat purchases, and strengthen brand loyalty.
Work with sales and customer service teams to understand buying behaviour, customer feedback, and barriers to purchase.
Use customer insights to improve messaging, promotions, and audience targeting.
Support referral, loyalty, and customer re-engagement initiatives where appropriate.
Budget, Performance, and Team Coordination
Manage the marketing budget and track spending against agreed priorities.
Monitor campaign performance, customer acquisition, conversion, and marketing-attributed sales where tracking is available.
Prepare clear reports showing results, lessons learned, and recommended actions.
Coordinate internal contributors, agencies, freelancers, and vendors to deliver quality work on time.
Establish practical workflows for creative briefs, approvals, campaign delivery, and reporting.
Requirements
Bachelor's degree in Marketing, Communications, Business Administration, or a related field, or equivalent relevant experience.
At least 4 years of relevant brand or marketing experience, including responsibility for managing campaigns or projects.
Experience in fashion, lifestyle, beauty, retail, or a related consumer-facing sector is strongly preferred.
A portfolio or track record demonstrating successful campaigns, brand development, or measurable customer and sales growth.
Strong understanding of digital marketing, social media, content strategy, and customer behaviour.
Experience managing marketing budgets, external partners, and competing deadlines.
Ability to interpret performance data and translate findings into practical improvements.
Excellent written communication, presentation, and stakeholder management skills.
Familiarity with advertising platforms, analytics tools, email marketing systems, and e-commerce platforms relevant to the role.
Key Competencies
Brand judgement: Creates a clear, consistent identity across customer touchpoints.
Commercial awareness: Connects marketing decisions to customer demand and business results.
Creative thinking: Develops relevant ideas that capture attention and reflect the brand.
Execution and ownership: Turns plans into completed work and follows through on commitments.
Analytical thinking: Uses evidence to assess performance and improve decisions.
Collaboration: Works effectively with creative, product, sales, and external partners.
Attention to detail: Maintains quality and accuracy across content, campaigns, and communications.
What Success Looks Like
Performance will be assessed against agreed targets, including:
Growth in relevant audience reach and engagement.
Qualified website traffic, customer enquiries, and purchase conversions.
Marketing contribution to sales and repeat purchases.
Cost-effective campaigns delivered within budget.
Timely, coordinated product launches and promotional activities.
Consistent brand presentation across channels.
Clear reporting that informs marketing and business decisions.