JOB SUMMARY

The Senior Marketing Executive (Above The Line (ATL)) will be responsible for managing and enhancing the organization’s media presence across various platforms including radio, television, and print.  This position will require a strategic thinker with strong media relations, a deep understanding of communication strategies to effectively convey the organization’s message to the public and key stakeholders and the ability to schedule and optimize media for results. S/he will focus on broad-reaching promotional strategies designed to build brand awareness and drive mass-market appeal. Strategies for ATL marketing handled will include traditional media channels such as TV, radio, print, and outdoor advertising. The Senior Marketing Executive (ATL) will plays a vital role in driving brand awareness and engagement through traditional media channels while developing and executing effective campaigns, managing media relationships, and ensuring the brand’s message reaches a broad audience effectively.

DUTIES & RESPONSIBILITIES

Duties and responsibilities will include but not be limited to;

• Develop and implement comprehensive ATL media strategies to promote the organization’s initiatives and objectives
• Conduct research to understand target audiences, market trends, and competitive landscape. Use insights to inform campaign strategies and media planning
• Stay updated on the latest trends in ATL marketing, media, and technology to identify new opportunities and approaches.
• Implement innovative marketing strategies and tactics to differentiate the brand and capture audience attention.
• Cultivate and maintain strong relationships with media contacts including journalists, editors, and producers
• Pitch and secure media coverage for organizational events, announcements, and campaigns
• Identify and select appropriate media channels (TV, radio, print, outdoor) for advertising campaigns based on target audience and campaign goals
• Negotiate rates and contracts with media vendors to secure the best possible placements and deals.
• Monitor media coverage and analyze results to measure effectiveness and identify opportunities for improvement
• Work with creative agencies to develop compelling advertisements and promotional materials. Provide clear briefs and oversee the creative process
• Review and approve creative content to ensure it aligns with brand guidelines and campaign objectives
• Oversee the execution of ATL campaigns, ensuring that all elements are delivered on time and within budget
• Collaborate with various departments as required to ensure cohesive execution of marketing initiatives
• Monitor and analyze the performance of ATL campaigns, using metrics such as reach, frequency, and impact
• Prepare and present reports on campaign effectiveness, including insights and recommendations for future activities
• Coordinate media scheduling and placements to maximize visibility and reach
• Prepare press releases, media kits, and other materials to support media outreach efforts
• Serve as the primary spokesperson for the organization and handle media inquiries and interviews
• Ensure all ATL communications maintain brand consistency and reinforce the brand’s message and image.
• Manage media compliance and ensure adherence to regulatory requirements
• Allocate and manage the budget for ATL activities, ensuring efficient use of resources and maximizing ROI.
• Provide media training and support to internal stakeholders including executives and subject matter experts
• Stay abreast of industry trends and developments to inform media strategies and tactics
• Understanding of digital marketing

EDUCATION SKILLS & COMPETENCIES DESIRED

• A Bachelor’s Degree in Marketing, Advertising, Business Administration, or any other related and relevant field
• Five (5) Years’ work experience managing ATL Marketing in a busy commercial environment with particular bias to FMCG sector ATL marketing
• Excellent ability to develop comprehensive ATL marketing strategies aligned with overall business goals
• Skills in analyzing market trends, audience demographics, and competitive landscape to inform strategy
• Strong understanding and working experience with various media channels (TV, radio, print, outdoor) and their effectiveness for different target audiences
• Strong negotiation skills to secure favorable rates and terms with media
• Proficiency and familiarity with media planning and buying tools, software, and platforms
• Strong proficiency in using data analysis tools to evaluate campaign performance and make data-driven decisions
• Excellent communication and negotiation skills with ability to communicate campaign objectives, progress, and results to internal stakeholders and senior management
• Ability to build and maintain relationships with media representatives, advertising agencies, and other external partners
• excellent time management with ability to handle multiple campaigns and tasks simultaneously
• Attention to detail ensuring accuracy in all aspects of campaign planning and execution
• Ability to adapt strategies and tactics based on changing market conditions and feedback
• Willingness to learn and apply new marketing techniques and technologies
• Strong commitment to ethical and regulatory standards in advertising and marketing practices
• Innovative thinker with ability to come up with fresh and engaging ideas that capture audience attention and differentiate the brand
• Able to stay up to date with latest trends and innovations in ATL marketing to leverage new opportunities for the business
• Skills in monitoring and analyzing campaign performance metrics such as reach, frequency, and impact.
• Ability to prepare and present reports on campaign effectiveness, providing actionable insights and recommendations.