Senior Marketing Manager

Executive Summary

• Premidis Nigeria Limited is seeking a high-impact, commercially driven Senior Marketing Manager with 15–20 years of progressive experience in the alcoholic beverage industry, specifically within bitters, whiskey, and spirits categories.
• This role is designed for a seasoned industry leader with a proven track record of building brands from market penetration to dominance, executing large-scale trade marketing strategies, and driving sustained revenue growth through strong distributor and customer ecosystems.
• The successful candidate must possess deep-rooted relationships across Lagos, Ogun, and Oyo markets, and demonstrate the ability to translate strategy into aggressive field execution with measurable ROI.

Strategic Responsibilities

• Lead the end-to-end marketing strategy for bitters, whiskey, gin, and beer portfolios, aligned with corporate growth objectives.
• Design and deploy integrated trade marketing frameworks that drive:
  • Distribution expansion
  • Outlet penetration
  • Consumer conversion.
• Champion route-to-market optimization and strengthen distributor performance systems.
• Drive brand positioning, pricing strategy, and competitive differentiation within the Nigerian spirits market.
• Partner with Sales Leadership to deliver volume growth, revenue targets, and market share expansion.
• Build scalable activation models across bars, clubs, lounges, and retail chains.
• Institutionalize data-driven marketing, leveraging market intelligence and analytics for decision-making.

Operational & Field Leadership

• Oversee nationwide (or regional) trade activations, ensuring excellence in execution and brand consistency.
• Maintain and expand high-level relationships with:
  • Key distributors
  • Major wholesalers
  • Hospitality groups (bars, clubs, hotels)
  • Modern trade and retail chains
• Conduct strategic market visits and executive-level stakeholder engagements.
• Lead, mentor, and develop a high-performing marketing team and field force.
• Ensure discipline in reporting, including:
  • Market intelligence dashboards
  • Performance tracking reports
  • Competitor analysis

Financial & Commercial Accountability

• Own and manage multi-million naira marketing budgets with strict ROI tracking.
• Drive profitability through efficient allocation of marketing resources.
• Evaluate and optimize campaign performance and trade investments.
• Deliver measurable impact on:
  • Sales growth.
  • Market share.
  • Brand equity.

Key Performance Indicators (KPIs)

• Market share growth within bitters and whiskey categories.
• Distribution depth and numeric outlet expansion.
• Revenue and volume growth attributable to marketing initiatives.
• ROI on trade activations and campaigns.
• Strength and productivity of distributor network.
• Brand visibility and dominance in key consumption channels.

Mandatory Requirements (Executive-Level Criteria)

• Bachelor’s Degree in Marketing, Business Administration, or related field.

• (MBA or relevant postgraduate qualification is a strong advantage).

• 15–20 years of progressive experience in: Alcoholic beverages, Spirits (bitters, whiskey, gin).

• FMCG trade marketing.

• Proven leadership experience within:

  • A recognized bitters, whiskey, or spirits company
  • (Experience with IDeaL Company or equivalent industry leaders is highly preferred)

• Established and verifiable distributor and trade network across:

  • Lagos, Ogun State, and Oyo State (Ibadan axis).

• Demonstrated success in:

  • Scaling brands in competitive markets.
  • Driving aggressive field execution.
  • Managing large distributor ecosystems.

• Deep understanding of Nigerian spirits market dynamics, consumer behavior, and regulatory environment.

• Strong commercial acumen with the ability to link marketing activities directly to revenue outcomes.

• Willingness to travel extensively and operate in a high-performance, target-driven environment.

Core Competencies

• Strategic Trade & Channel Marketing
• Spirits Category Leadership (Bitters & Whiskey Expertise)
• Route-to-Market & Distribution Strategy
• Brand Building & Market Penetration
• High-Level Negotiation & Stakeholder Management
• Data-Driven Decision Making & Market Intelligence
• Financial Acumen & ROI Optimization
• LeadershipCoaching & Team Development.