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