Marketing Manager (Lubes)

JOB PURPOSE:

• The Marketing Manager (Lubricants) is responsible for delivering marketing initiatives that support growth, brand
• equity, and commercial performance of the Lubricants portfolio across retail and commercial channels. The role
• focuses on executing approved marketing strategies, strengthening product positioning, enhancing customer
• value propositions, and delivering campaigns that drive penetration, volume, and customer loyalty.
• Reporting into the Team Leader, the role works closely with Sales, Retail Operations, Commercial teams, and
• agency partners to ensure marketing activities are operationally aligned with business objectives. The position
• supports decision‑making by preparing insights, performance updates, and recommendations, and may present
• findings and campaign results to VP‑level stakeholders within defined forums.

KEY ACCOUNTABILITIES

Lubes Marketing Strategy Execution

• Execute approved marketing strategies for the Lubricants portfolio across retail and commercial segments, in line with overall marketing and business direction.
• Translate Lubes business priorities into structured annual plans and campaign briefs with clear targets and deliverables.
• Identify and implement growth actions to increase penetration, purchase frequency, and customer lifetime value within defined scope.
• Support volume growth, premiumization, and product mix objectives through targeted and execution‑focused marketing initiatives.
• Ensure Lubes marketing activities remain aligned with broader retail, commercial, and brand strategies.

Brand & Product Value Proposition Delivery

• Execute customer value propositions for Lubricants based on consumer insights, vehicle needs, and usage behavior.
• Ensure consistent application of brand guidelines, product messaging, and positioning across all Lubes communications.
• Translate technical product features into clear, customer‑relevant benefits and marketing narratives.
• Support product differentiation through effective articulation of benefits, reasons‑to‑believe, and quality credentials.
• Apply a customer‑centric, performance‑driven mindset across all Lubes marketing initiatives.

Campaign Planning & Delivery

• Plan and deliver Lubes marketing campaigns across digital, in‑store, trade, CRM, and traditional channels.
• Coordinate closely with Retail, Sales, and Operations teams to ensure campaigns are operationally feasible and effectively implemented.
• Support full‑funnel campaign execution from awareness to conversion and repeat purchase.
• Assist in the development and rollout of promotional mechanics, offers, and trade activations.
• Ensure campaigns are delivered on time, within budget, and in line with agreed quality standards.

Performance Analysis & Optimization

• Track and analyze campaign performance, sales uplift, and customer response against defined KPIs.
• Prepare insights, reports, and recommendations to support optimization of marketing effectiveness and ROI.
• Develop performance dashboards and summaries for review with the Team Leader and VP‑level stakeholders.
• Leverage customer data, research, and analytics to refine targeting, messaging, and channel mix.
• Conduct post‑campaign evaluations and incorporate learnings into future execution.

Stakeholder & Agency Coordination

• Collaborate with internal stakeholders including Sales, Retail Operations, Commercial, Digital, and CRM teams to ensure aligned execution.
• Act as the day‑to‑day marketing contact for Lubes‑related initiatives within assigned scope.
• Coordinate with creative, media, and digital agencies to deliver campaigns in line with briefs and timelines.
• Monitor agency outputs to ensure alignment with objectives, budgets, and brand standards.
• Escalate risks, issues, and recommendations to the Team Leader as required.

Budget & Governance Support

• Manage allocated Lubes marketing budgets within approved limits and governance frameworks.
• Tracks spend against performance outcomes to support efficient investment decisions.
• Ensure compliance with internal marketing, procurement, and financial policies.
• Support forecasting and budget planning activities for Lubes marketing initiatives.
• Apply disciplined planning, execution, and reporting across all marketing activities.

QUALIFICATIONS, EXPERIENCE, KNOWLEDGE & SKILLS:

Minimum Qualification

• Bachelor’s degree in marketing, Business Administration, or a related discipline

Minimum Experience & Knowledge & Skills

• 8 years of marketing experience with a strong focus on campaign management and execution
• Experience in retail, services, FMCG, or consumer-focused industries
• Proven ability to manage integrated marketing campaigns across multiple channels
• Experience working with agencies and cross-functional internal teams
• Strong commercial and customer‑centric mindset
• Ability to translate insights into actionable marketing initiatives
• Analytical skills with experience in performance tracking and optimization
• Strong planning, execution, and follow‑through capabilities
• Effective communication and stakeholder management skills
• Creative thinking with a focus on practical execution and results