Brand and Marketing Manager at a Fashion and Lifestyle Brand – West Africa Vocational Education (WAVE)

Job Title: Brand and Marketing Manager

Location : Lagos
Job Type: Full Time
Reports To: CEO

About the Role

• We are seeking a creative, commercially minded Brand and Marketing Manager to strengthen the brand identity, grow their audience, and develop marketing initiatives that translate customer interest into sales and lasting loyalty.
• The Brand and Marketing Manager will lead the planning and execution of the  brand and marketing activities across digital and physical channels.
• You will shape how customers discover, experience, and connect with the brand, ensuring our messaging, visuals, campaigns, and partnerships reflect a consistent brand identity. Working closely with the creative, product, and sales teams, you will turn business priorities into campaigns that increase visibility, attract customers, and support revenue growth.
• This role requires someone who combines creative judgement with strong execution, budget management, and performance analysis.

Key Responsibilities
Brand Strategy and Positioning:

• Develop and implement a brand and marketing strategy aligned with the business goals and target customers.
• Define and maintain brand guidelines covering messaging, tone of voice, visual identity, and customer-facing communications.
• Research customer preferences, fashion and lifestyle trends, and competitor activity to identify opportunities for differentiation.
• Ensure consistency across social media, packaging, promotional materials, online platforms, and retail touchpoints.

Marketing Campaigns and Product Launches:

• Plan and execute campaigns for new collections, product launches, seasonal promotions, and brand initiatives.
• Develop campaign briefs, timelines, budgets, and measurable objectives.
• Coordinate shoots, creative production, launch materials, and promotional activities with internal teams and external partners.
• Align campaigns with product availability, sales priorities, and the customer experience.
• Review campaign results and use findings to improve future activity.

Digital Marketing and Content:

• Manage the marketing calendar across social media, email, website, and other relevant channels.
• Guide the creation of compelling product content, brand stories, styling ideas, and promotional materials.
• Oversee paid advertising where applicable, including audience targeting, creative testing, budget allocation, and optimisation.
• Work with relevant teams to improve the online customer journey from discovery to enquiry or purchase.
• Maintain an active, consistent brand presence and coordinate timely responses to customer engagement.

Partnerships, Influencer Marketing, and Events:

• Identify and manage relationships with suitable influencers, creators, stylists, media contacts, and complementary brands.
• Negotiate clear deliverables, timelines, usage rights, and performance expectations for collaborations.
• Plan brand activations, pop-ups, launches, and other events that build awareness and generate customer interest.
• Evaluate partnerships based on brand fit, audience relevance, and measurable results.

Customer Growth and Retention:

• Develop initiatives that attract new customers, encourage repeat purchases, and strengthen brand loyalty.
• Work with sales and customer service teams to understand buying behaviour, customer feedback, and barriers to purchase.
• Use customer insights to improve messaging, promotions, and audience targeting.
• Support referral, loyalty, and customer re-engagement initiatives where appropriate.

Budget, Performance, and Team Coordination:

• Manage the marketing budget and track spending against agreed priorities.
• Monitor campaign performance, customer acquisition, conversion, and marketing-attributed sales where tracking is available.
• Prepare clear reports showing results, lessons learned, and recommended actions.
• Coordinate internal contributors, agencies, freelancers, and vendors to deliver quality work on time.
• Establish practical workflows for creative briefs, approvals, campaign delivery, and reporting.

Requirements

• Bachelor’s Degree in Marketing, Communications, Business Administration, or a related field, or equivalent relevant experience.
• At least 4 years of relevant brand or marketing experience, including responsibility for managing campaigns or projects.
• Experience in fashion, lifestyle, beauty, retail, or a related consumer-facing sector is strongly preferred.
• A portfolio or track record demonstrating successful campaigns, brand development, or measurable customer and sales growth.
• Strong understanding of digital marketing, social media, content strategy, and customer behaviour.
• Experience managing marketing budgets, external partners, and competing deadlines.
• Ability to interpret performance data and translate findings into practical improvements.
• Excellent written communication, presentation, and stakeholder management skills.
• Familiarity with advertising platforms, analytics tools, email marketing systems, and e-commerce platforms relevant to the role.

Key Competencies:

• Brand judgement: Creates a clear, consistent identity across customer touchpoints.
• Commercial awareness: Connects marketing decisions to customer demand and business results.
• Creative thinking: Develops relevant ideas that capture attention and reflect the brand.
• Execution and ownership: Turns plans into completed work and follows through on commitments.
• Analytical thinking: Uses evidence to assess performance and improve decisions.
• Collaboration: Works effectively with creative, product, sales, and external partners.
• Attention to detail: Maintains quality and accuracy across content, campaigns, and communications.

What Success Looks Like:

• Performance will be assessed against agreed targets, including:
• Growth in relevant audience reach and engagement.
• Qualified website traffic, customer enquiries, and purchase conversions.
• Marketing contribution to sales and repeat purchases.
• Cost-effective campaigns delivered within budget.
• Timely, coordinated product launches and promotional activities.
• Consistent brand presentation across channels.
• Clear reporting that informs marketing and business decisions.