Senior Marketing Executive

• SENIOR MARKETING EXECUTIVE
• Company
• : Gasfil Limited
• : Nairobi, Kenya
• Travel:
• Frequent travel required
• Department
• : Marketing & Communications
• Reports To
• : Chief Executive Officer
• 1.

Job Purpose

• The role will have a strong focus on field marketing and commercial execution, requiring
• frequent travel across Kenya to support station launches, activations, events, customer
• acquisition initiatives, Autogas conversion campaigns, LPG campaigns, and other business
• development activities.
• The successful candidate will be expected to bring an FMCG-style approach to marketing,
• translating marketing strategies into highly visible, measurable campaigns that reach customers
• directly and strengthen Gasfil's position in the Energy market.
• 2. KEY

Responsibilities

• A. Marketing Strategy & Campaign Development
• Develop and execute annual, quarterly, and monthly marketing plans aligned with
• Gasfil's commercial objectives.
• Develop integrated marketing strategies for LPG, Autogas, fuel stations, vehicle
• conversions, LPG reticulation, and other Gasfil products and services.
• Develop customer acquisition and retention campaigns aimed at increasing sales and
• market share.
• Design and execute FMCG-style campaigns that drive product awareness, trial,
• conversion, and repeat purchase.
• Develop campaigns for new station openings, market entries, product launches,
• promotions, and strategic partnerships.
• Identify emerging market trends and translate them into commercially viable marketing
• initiatives.
• Work closely with the Commercial, Operations, Finance, Engineering, and Sales teams to
• ensure marketing activities support business objectives. B. Events & Activations
• Plan, coordinate, and execute Gasfil events, exhibitions, roadshows, trade fairs, customer
• forums, dealer events, and product activations.
• Develop event concepts, budgets, timelines, supplier requirements, and activation plans.
• Coordinate all event logistics, including branding, venues, equipment, promotional
• materials, staff, entertainment, and customer engagement.
• Manage Gasfil's participation in industry conferences and exhibitions.
• Evaluate events based on attendance, leads generated, conversions, brand exposure, and
• return on investment.
• Identify opportunities for Gasfil to participate in relevant industry, automotive, transport,
• energy, and consumer events.
• C. Field Marketing & Brand Visibility
• Take ownership of Gasfil's physical and market-level brand visibility across Kenya.
• Conduct regular market visits to assess brand presence, competitor activity, customer
• behavior, and campaign execution.
• Ensure all stations, conversion centers, events, promotional sites, and customer
• touchpoints meet Gasfil's branding standards.
• Develop visibility initiatives including outdoor advertising, branded merchandise, point
• of-sale materials, roadshows, activations, and trade marketing.
• Conduct field audits to ensure campaigns are implemented correctly and consistently.
• Identify gaps in brand visibility and recommend corrective action.
• Coordinate with suppliers, agencies, printers, media houses, and other marketing partners
• to ensure timely execution.
• D. FMCG Campaign Management
• Develop and execute FMCG-style consumer campaigns focused on awareness,
• acquisition, usage, and loyalty.
• Develop promotional mechanics, customer offers, competitions, activations, sampling
• initiatives, and other consumer engagement campaigns.
• Manage campaign rollouts across multiple locations.
• Monitor campaign performance and make real-time adjustments based on market
• response.
• Develop customer segmentation and tailor campaigns to different customer groups.
• Apply FMCG principles to the marketing of LPG and Autogas products.
• E. Digital & Social Media Marketing
• Work with the Marketing & PR team to develop integrated digital campaigns supporting
• offline activations.
• Coordinate social media campaigns, content calendars, promotions, competitions, and
• digital activations.
• Ensure consistency between digital campaigns and field marketing activities.
• Monitor online engagement, campaign reach, leads, and customer feedback.
• Identify opportunities to leverage digital platforms to increase Autogas and LPG
• customer acquisition.
• F. Market Research & Competitor Analysis
• Conduct regular market intelligence and competitor analysis.
• Monitor competitor pricing, promotions, branding, activations, station developments, and
• customer acquisition strategies.
• Gather customer insights through field visits, surveys, activations, and direct engagement.
• Identify new customer segments, market opportunities, and emerging trends.
• Prepare market intelligence reports and recommend appropriate marketing responses.
• G. Agency & Supplier Management
• Manage relationships with advertising agencies, creative agencies, event companies,
• media houses, printers, branding companies, influencers, and other marketing suppliers.
• Prepare briefs and evaluate proposals from agencies and service providers.
• Ensure suppliers deliver within agreed timelines, quality standards, and budgets.
• Negotiate where appropriate to achieve value for money.
• Maintain a database of approved marketing suppliers and service providers.
• H. Budget & Campaign Performance Management
• Develop budgets for marketing campaigns, events, activations, and visibility initiatives.
• Track marketing expenditure against approved budgets.
• Ensure marketing activities deliver measurable commercial value.
• Prepare campaign performance reports covering reach, engagement, leads, conversions,
• sales impact, and ROI.
• Recommend changes to campaigns based on performance data.
• 3. KEY PERFORMANCE INDICATORS (KPIs)
• The Senior Marketing Executive will be measured on:
• Brand visibility and compliance across Gasfil locations.
• Number and quality of marketing campaigns executed.
• Campaign reach and customer engagement.
• Leads generated through campaigns and activations.
• Customer acquisition and conversion rates.
• Growth in Autogas conversions attributable to marketing activities.
• LPG customer acquisition and retention.
• Event attendance, leads, conversions, and ROI.
• FMCG campaign performance and sales uplift.
• Marketing cost per acquisition.
• Campaign ROI.
• Digital engagement and lead generation.
• Timeliness and quality of campaign execution.
• Competitor intelligence and market insights generated.
• Marketing budget adherence.
• Successful execution of station launches and market-entry campaigns.
• 4. QUALIFICATIONS &

Experience

• Minimum Qualifications
• Bachelor's degree in Marketing, Business Administration, Communications, Public
• Relations, or a related field.
• Professional qualification in Marketing such as CIM will be an added advantage.
• Minimum 4–6 years'
• in marketing, brand management, field marketing, trade
• marketing, or a related role.  Demonstrable
• in planning and executing marketing campaigns and events.
• managing marketing agencies, suppliers, and external partners.
• Willingness and ability to travel extensively across Kenya.
• Industry
• – Added Advantage
• in an FMCG environment will be particularly valuable because of the role's strong
• focus on consumer campaigns, activations, brand visibility, trade marketing, and customer
• acquisition.
• 5. REQUIRED COMPETENCIES
• The ideal candidate should demonstrate:
• Strong strategic and commercial marketing skills.
• Excellent campaign planning and execution capabilities.
• Strong field marketing and activation experience.
• Excellent event management skills.
• Strong understanding of FMCG marketing principles.
• Strong project management skills.
• Excellent communication and presentation skills.
• Strong negotiation and stakeholder management skills.
• Ability to manage multiple campaigns simultaneously.
• Strong analytical and reporting skills.
• Budget management capability.
• Creativity and strong problem-solving skills.
• High energy and willingness to work in the field.
• Ability to work independently with minimal supervision.
• Strong understanding of digital and traditional marketing channels.
• Excellent Microsoft Office skills.
• Ability to work under pressure and meet tight deadlines.
• 6. PERSONAL ATTRIBUTES
• The successful candidate should be:
• Results-oriented
• Highly energetic and proactive
• Commercially minded
• Creative and innovative
• Customer-focused
• A strong team player
• Adaptable and comfortable with extensive travel
• Highly organized
• Detail-oriented
• Confident when dealing with customers and external stakeholders
• Comfortable working in a fast-paced and growing organization
• 7. WORKING ENVIRONMENT
• The position will be based in Nairobi, but the role is predominantly field-oriented and will
• require frequent travel across Kenya.
• The Senior Marketing Executive should therefore be comfortable spending significant time
• outside the Nairobi office, including travel to Gasfil stations, conversion centers, customer
• locations, events, exhibitions, trade activations, and new markets.
• 8. ROLE EXPECTATION
• The successful candidate is expected to be a hands-on marketer, not purely an office-based
• marketing professional.
• They will be responsible for taking Gasfil's marketing strategy from
• concept → campaign →
• field execution → customer engagement → measurement → improvement.
• The ideal candidate should therefore have a proven ability to turn marketing budgets into visible
• market presence, customer leads, conversions, sales growth, and measurable brand equity.
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