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Marketing Executive
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Job Details
This job is closed. Contact details have been hidden and applications are no longer accepted.
Key Responsibilities:
Trade & Association Engagement
- Represent Micson City Company Limited at hairdresser association meetings, trade fairs, and professional beauty gatherings across Greater Accra and beyond.
- Prepare and deliver compelling product presentations and brand pitches to hairdresser associations, salons, and professional groups to drive adoption of our hair care range.
- Build and maintain strong relationships with key opinion leaders, salon owners, and association executives to foster brand advocacy.
- Track all association engagements, attendee feedback, and follow-up actions in a structured engagement log.
Consumer & Shopper Insight Gathering
- Design and conduct regular consumer and shopper surveys across salons, open markets, supermarkets, and informal retail channels.
- Gather insight on shopper purchasing behaviour, brand perception, usage occasions, and unmet needs for both hair care and home cleaning product categories.
- Translate raw consumer data into actionable marketing recommendations for product positioning, packaging improvements, and communication strategy.
- Maintain a structured consumer insights database to track sentiment and purchasing trends over time.
Price Monitoring & Competitive Intelligence
- Conduct regular price comparison exercises across key retail formats (markets, supermarkets, wholesalers) to benchmark Micson City products against competitors.
- Build and maintain a price tracking matrix covering competing hair care and home cleaning brands, updated at least monthly.
- Provide monthly price intelligence reports with recommendations on pricing adjustments, promotional pricing windows, and value positioning.
- Monitor competitor promotional activities, pack size changes, and new product launches to keep the business informed and responsive.
Market Research & Data Analysis
- Design and execute structured market surveys to assess brand awareness, product penetration, distribution reach, and competitive positioning.
- Analyse market data to identify growth opportunities, emerging consumer trends, white-space territories, and under-served customer segments.
- Prepare clear, well-presented research reports and dashboards for management, with data-backed strategic recommendations.
- Collaborate with the sales team to validate field observations with quantitative research findings.
- Track and report on key marketing KPIs including brand awareness scores, trial and repeat purchase rates, and market share estimates.
Social Media & Digital Content Creation
- Develop and execute a monthly social media content calendar for Micson City Company Limited across platforms including Facebook, Instagram, TikTok, and WhatsApp Business.
- Create engaging, on-brand content — including graphics, short videos, testimonials, and educational posts — tailored for hair care and home cleaning audiences.
- Monitor channel performance (reach, engagement, follower growth, conversions) and optimise content strategy based on analytics.
- Respond to customer enquiries, comments, and feedback on social media in a timely and professional manner.
- Identify and coordinate with relevant micro-influencers, hairstylists, and beauty content creators for brand collaboration opportunities.
- Support promotional campaigns, product launches, and seasonal marketing activations with targeted digital content.
General Marketing & Brand Support
- Support the planning and execution of trade promotions, product sampling campaigns, and in-store activations at key retail and wholesale outlets.
- Coordinate production of marketing collateral including flyers, banners, branded materials, and product information sheets.
- Maintain an updated library of brand assets, competitor materials, and market intelligence reports.
- Liaise with distributors and field sales representatives to ensure consistent brand messaging at the point of sale.
- Contribute to quarterly and annual marketing planning processes with research, insights, and content recommendations.
Qualifications & Expereince
- Bachelor's degree in Marketing, Business Administration, Communications, or a related field.
- Minimum of 2 years of relevant marketing experience, preferably in FMCG, personal care, beauty, or home care sectors.
- Demonstrable experience in market research, consumer insight gathering, and competitive analysis.
- Proven track record of creating and managing social media content with measurable results.
- Experience engaging trade bodies, professional associations, or B2B audiences is a distinct advantage.
- Familiarity with the Ghanaian retail landscape — including open markets, wholesalers, and beauty supply channels — is highly desirable.
Skills & Competencies
- Strong analytical and data interpretation skills with comfort working with spreadsheets and market data.
- Excellent written and verbal communication skills in English; proficiency in Twi or other local languages is an added advantage.
- Creative and visual content creation ability — proficiency in Canva, Adobe tools, or similar design platforms.
- Social media management skills across Facebook, Instagram, TikTok, and WhatsApp Business.
- Confident public presenter, able to represent the brand in professional and trade settings.
- Highly organised with the ability to manage multiple workstreams simultaneously and meet deadlines.
- A self-starter with a proactive attitude and strong commercial awareness.
- High level of integrity, professionalism, and commitment to confidentiality.
Key Performance Indicators (KPIS)
- Number of hairdresser association meetings attended and presentations delivered per quarter.
- Consumer insight reports submitted monthly with actionable recommendations.
- Price intelligence reports delivered on schedule with accurate, up-to-date competitive data.
- Social media follower growth, engagement rate, and content output targets met monthly.
- Market research reports completed on time and rated useful by management.
- Successful execution of promotional activations and trade engagement events per quarter.
Work Enviroment & Conditions
- Primarily office-based at Kpone Katamanso, Greater Accra, with regular field visits to markets, salons, and retail outlets.
- Travel within Greater Accra and other regions of Ghana will be required for field research and association engagements.
- Flexibility to work on evenings or weekends where trade events or social media campaigns require.
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