GROUP BRAND MARKETING MANAGER

JOB DESCRIPTION

Role Title:

Group Brand Marketing Manager

Role Purpose:

The Group Brand Marketing Manager provides strategic leadership and governance of the Group’s brand architecture, positioning, and integrated marketing strategy across all business units and markets.

The role is responsible for shaping and safeguarding the Group’s brand identity, strengthening market differentiation, and driving enterprise-wide brand performance that supports revenue growth, stakeholder trust, and long-term brand equity. This position ensures alignment of brand strategy with the Group’s corporate vision, commercial objectives and ESG priorities.

Grade:

Reports To:

Chief Marketing Officer

Direct Reports:

Brand & Marketing Managers (Business Units)

Location:

Accra, Ghana

INTERNAL RELATIONSHIPS

• Business Development
• Export Marketing
• Corporate Affairs
• Sales & Commercial Leads (Group & Subsidiary Level)
• Corporate Affairs & Communications
• Digital Transformation / IT
• Finance & Strategy
• Legal & Compliance
• Customer Experience

EXTERNAL RELATIONSHIPS

• Advertising & Media Agencies
• PR & Reputation Management Partners
• Market Research & Strategy Consultants
• Media Houses & Platform Providers
• Strategic Brand & Sponsorship Partners

KEY RESULT AREAS

• Strength and consistency of Group brand architecture
• Enterprise-wide brand governance compliance
• Growth in brand awareness, preference, and trust across markets
• Measurable contribution of brand initiatives to Group revenue and market share
• ROI on Group-wide marketing investments
• Brand-led commercial differentiation and premium positioning

KEY RESPONSIBILITIES

A. Group Brand Strategy & Governance

• Develop and lead the Group’s overarching brand strategy and positioning framework.
• Define and manage brand architecture across subsidiaries and service lines.
• Establish and enforce Group-wide brand governance policies and standards.
• Lead periodic brand audits across business units to ensure compliance and alignment.
• Oversee brand risk management and reputation safeguards.

B. Integrated Marketing Leadership

• Lead enterprise-wide integrated marketing campaigns aligned to strategic priorities.
• Coordinate cross-business marketing initiatives to ensure synergy and cost efficiency.
• Approve major brand campaigns, messaging, and communication outputs.
• Ensure consistent brand representation across ATL, BTL, digital, experiential, and corporate channels.

C. Corporate Reputation & Thought Leadership

• Lead corporate storytelling and executive brand positioning.
• Strengthen the Group’s public profile, credibility, and stakeholder engagement.
• Partner with Corporate Affairs to manage brand perception and crisis communication.
• Develop executive visibility strategies for senior leadership.

D. Commercial & Revenue Enablement

• Translate Group strategy into strong, differentiated brand propositions.
• Partner with Commercial and Business Development teams to strengthen bid positioning, pricing perception, and value articulation.
• Support go-to-market strategies for new ventures, subsidiaries, and innovations.
• Drive demand generation initiatives across acquisition, retention, and expansion journeys.
• Track and optimize ROI on brand investments and sponsorship portfolios.

E. Digital & Innovation Leadership

• Champion digital-first brand transformation across the Group.
• Oversee digital brand presence, content ecosystems, and online reputation.
• Integrate data analytics into brand decision-making.
• Lead innovation in brand experiences, partnerships, and customer engagement models.

F. Market Insights & Performance Intelligence

• Establish Group-level brand performance dashboards.
• Track awareness, sentiment, consideration, preference, and trust metrics.
• Conduct enterprise-wide market, competitor, and customer insight studies.
• Use insights to refine positioning and competitive strategy.

G. ESG & Purpose-Led Branding

• Align brand strategy with sustainability and ESG priorities.
• Embed responsible branding principles across the Group.
• Position the organisation as a socially responsible and impact-driven brand.

JOB SPECIFICATION

Education & Experience

• Master’s degree (MBA, Marketing, Strategy, Brand Management, Communications) or CIM certification is an advantage.
• 10+ years progressive experience in brand marketing, with at least 3 years in a leadership or multi-entity environment.
• Proven track record managing enterprise-level brand strategy and integrated campaigns.
• Experience operating within complex, multi-business or group structures.
• Strong exposure to commercial strategy and revenue-linked marketing initiatives.

Core Technical Competencies

• Enterprise Brand Architecture & Governance
• Strategic Marketing & Integrated Communications
• Corporate Reputation Management
• Commercial & Revenue-Linked Marketing
• Digital Brand Strategy & Analytics
• Market Intelligence & Competitive Positioning
• ESG & Purpose-Driven Branding

Leadership & Behavioural Competencies

• Strategic thinking and enterprise-wide perspective
• Executive presence and stakeholder influence
• Strong commercial acumen
• High-level decision-making and judgment
• Ability to align multiple business units under one brand direction
• Data-driven mindset with innovation orientation