SENIOR MARKETING EXECUTIVE

JOB DESCRIPTION

SENIOR MARKETING EXECUTIVE

Company : Gasfil Limited

Location : Nairobi, Kenya

Travel: Frequent travel required

Department : Marketing & Communications

Reports To : Chief Executive Officer

1. JOB PURPOSE

The role will have a strong focus on field marketing and commercial execution, requiring frequent travel across Kenya to support station launches, activations, events, customer acquisition initiatives, Autogas conversion campaigns, LPG campaigns, and other business development activities.

The successful candidate will be expected to bring an FMCG-style approach to marketing, translating marketing strategies into highly visible, measurable campaigns that reach customers directly and strengthen Gasfil's position in the Energy market.

2. KEY RESPONSIBILITIES

A. Marketing Strategy & Campaign Development

• Develop and execute annual, quarterly, and monthly marketing plans aligned with Gasfil's commercial objectives.
• Develop integrated marketing strategies for LPG, Autogas, fuel stations, vehicle conversions, LPG reticulation, and other Gasfil products and services.
• Develop customer acquisition and retention campaigns aimed at increasing sales and market share.
• Design and execute FMCG-style campaigns that drive product awareness, trial, conversion, and repeat purchase.
• Develop campaigns for new station openings, market entries, product launches, promotions, and strategic partnerships.
• Identify emerging market trends and translate them into commercially viable marketing initiatives.
• Work closely with the Commercial, Operations, Finance, Engineering, and Sales teams to ensure marketing activities support business objectives.

B. Events & Activations

• Plan, coordinate, and execute Gasfil events, exhibitions, roadshows, trade fairs, customer forums, dealer events, and product activations.
• Develop event concepts, budgets, timelines, supplier requirements, and activation plans.
• Coordinate all event logistics, including branding, venues, equipment, promotional materials, staff, entertainment, and customer engagement.
• Manage Gasfil's participation in industry conferences and exhibitions.
• Evaluate events based on attendance, leads generated, conversions, brand exposure, and return on investment.
• Identify opportunities for Gasfil to participate in relevant industry, automotive, transport, energy, and consumer events.

C. Field Marketing & Brand Visibility

• Take ownership of Gasfil's physical and market-level brand visibility across Kenya.
• Conduct regular market visits to assess brand presence, competitor activity, customer behavior, and campaign execution.
• Ensure all stations, conversion centers, events, promotional sites, and customer touchpoints meet Gasfil's branding standards.
• Develop visibility initiatives including outdoor advertising, branded merchandise, point of-sale materials, roadshows, activations, and trade marketing.
• Conduct field audits to ensure campaigns are implemented correctly and consistently.
• Identify gaps in brand visibility and recommend corrective action.
• Coordinate with suppliers, agencies, printers, media houses, and other marketing partners to ensure timely execution.

D. FMCG Campaign Management

• Develop and execute FMCG-style consumer campaigns focused on awareness, acquisition, usage, and loyalty.
• Develop promotional mechanics, customer offers, competitions, activations, sampling initiatives, and other consumer engagement campaigns.
• Manage campaign rollouts across multiple locations.
• Monitor campaign performance and make real-time adjustments based on market response.
• Develop customer segmentation and tailor campaigns to different customer groups.
• Apply FMCG principles to the marketing of LPG and Autogas products.

E. Digital & Social Media Marketing

• Work with the Marketing & PR team to develop integrated digital campaigns supporting offline activations.
• Coordinate social media campaigns, content calendars, promotions, competitions, and digital activations.
• Ensure consistency between digital campaigns and field marketing activities.
• Monitor online engagement, campaign reach, leads, and customer feedback.
• Identify opportunities to leverage digital platforms to increase Autogas and LPG customer acquisition.

F. Market Research & Competitor Analysis

• Conduct regular market intelligence and competitor analysis.
• Monitor competitor pricing, promotions, branding, activations, station developments, and customer acquisition strategies.
• Gather customer insights through field visits, surveys, activations, and direct engagement.
• Identify new customer segments, market opportunities, and emerging trends.
• Prepare market intelligence reports and recommend appropriate marketing responses.

G. Agency & Supplier Management

• Manage relationships with advertising agencies, creative agencies, event companies, media houses, printers, branding companies, influencers, and other marketing suppliers.
• Prepare briefs and evaluate proposals from agencies and service providers.
• Ensure suppliers deliver within agreed timelines, quality standards, and budgets.
• Negotiate where appropriate to achieve value for money.
• Maintain a database of approved marketing suppliers and service providers.

H. Budget & Campaign Performance Management

• Develop budgets for marketing campaigns, events, activations, and visibility initiatives.
• Track marketing expenditure against approved budgets.
• Ensure marketing activities deliver measurable commercial value.
• Prepare campaign performance reports covering reach, engagement, leads, conversions, sales impact, and ROI.
• Recommend changes to campaigns based on performance data.

3. KEY PERFORMANCE INDICATORS (KPIs)

The Senior Marketing Executive will be measured on:

• Brand visibility and compliance across Gasfil locations.
• Number and quality of marketing campaigns executed.
• Campaign reach and customer engagement.
• Leads generated through campaigns and activations.
• Customer acquisition and conversion rates.
• Growth in Autogas conversions attributable to marketing activities.
• LPG customer acquisition and retention.
• Event attendance, leads, conversions, and ROI.
• FMCG campaign performance and sales uplift.
• Marketing cost per acquisition.
• Campaign ROI.
• Digital engagement and lead generation.
• Timeliness and quality of campaign execution.
• Competitor intelligence and market insights generated.
• Marketing budget adherence.
• Successful execution of station launches and market-entry campaigns.

4. QUALIFICATIONS & EXPERIENCE

Minimum Qualifications

• Bachelor's degree in Marketing, Business Administration, Communications, Public Relations, or a related field.
• Professional qualification in Marketing such as CIM will be an added advantage.
• Minimum 4–6 years' experience in marketing, brand management, field marketing, trade marketing, or a related role.
• Demonstrable experience in planning and executing marketing campaigns and events.
• Experience managing marketing agencies, suppliers, and external partners.
• Willingness and ability to travel extensively across Kenya.

Industry Experience – Added Advantage

Experience in an FMCG environment will be particularly valuable because of the role's strong focus on consumer campaigns, activations, brand visibility, trade marketing, and customer acquisition.

5. REQUIRED COMPETENCIES

The ideal candidate should demonstrate:

• Strong strategic and commercial marketing skills.
• Excellent campaign planning and execution capabilities.
• Strong field marketing and activation experience.
• Excellent event management skills.
• Strong understanding of FMCG marketing principles.
• Strong project management skills.
• Excellent communication and presentation skills.
• Strong negotiation and stakeholder management skills.
• Ability to manage multiple campaigns simultaneously.
• Strong analytical and reporting skills.
• Budget management capability.
• Creativity and strong problem-solving skills.
• High energy and willingness to work in the field.
• Ability to work independently with minimal supervision.
• Strong understanding of digital and traditional marketing channels.
• Excellent Microsoft Office skills.
• Ability to work under pressure and meet tight deadlines.

6. PERSONAL ATTRIBUTES

The successful candidate should be:

• Results-oriented
• Highly energetic and proactive
• Commercially minded
• Creative and innovative
• Customer-focused
• A strong team player
• Adaptable and comfortable with extensive travel
• Highly organized
• Detail-oriented
• Confident when dealing with customers and external stakeholders
• Comfortable working in a fast-paced and growing organization

7. WORKING ENVIRONMENT

The position will be based in Nairobi, but the role is predominantly field-oriented and will require frequent travel across Kenya.

The Senior Marketing Executive should therefore be comfortable spending significant time outside the Nairobi office, including travel to Gasfil stations, conversion centers, customer locations, events, exhibitions, trade activations, and new markets.

8. ROLE EXPECTATION

The successful candidate is expected to be a hands-on marketer, not purely an office-based marketing professional.

They will be responsible for taking Gasfil's marketing strategy from concept → campaign → field execution → customer engagement → measurement → improvement.

The ideal candidate should therefore have a proven ability to turn marketing budgets into visible market presence, customer leads, conversions, sales growth, and measurable brand equity.