Head of Customer Marketing , Serengeti Breweries Ltd

Job Title:

Head of Customer Marketing


Level 4(b)

Reports To:

Sales Director


Serengeti Breweries Ltd  (SBL) operates exclusively in Tanzania and is the 2nd largest beer company with a market share of 17%. It is an integrated demand/supply business with 2 operational breweries in Dar and Mwanza, and a third one being built in Moshi, which is situated in the northern part of the country near the Kenyan border. SBL’s flagship brand is Premium Serengeti lager, which accounts for 85% of SBL sales volumes. The other beer brands are Uhuru and Kick. In addition SBL produces and markets Vita-Malt. 

EABL has recently acquired a major stake in SBL in Tanzania and is currently integrating the business to EABL/Diageo standards. Resourcing is a critical enabler to ensuring a seamless integration and business continuity going forward.


Responsible for the effective management and investment of
  • The customer consideration budget
  • Sales driver A&P budget and
  • The coordination and execution of all marketing A&P budgets assigned towards the deliver of brand visibility, POS material BTL (Below the line) 

Market Complexity:

SBL operates in a competitive environment and in a vast geography. The main player in the beer industry is Tanzania Breweries Ltd. (TBL), a subsidiary of SABMiller, who until recently were a third party manufacturer of EABL brands Tusker, Pilsner and Guinness. As a result of the cessation of the agreement between TBL and EABL, there is heightened competitive activity in that market. 

Leadership Responsibilities:

The role has Divisional Operation Managers, CPAE – Beer/Malt and Spirit, Visibility and Key Accounts manager and market intelligence reporting into it.
The job holder is expected to lead, direct, motivate, train and coach Customer Marketing team by setting and monitoring clear performance objectives for all team members.
The job holder is required to provide service to the entire marketing team via engagement and tracking reports and to provide service to all the demand business Sales Units via engagement and support.

Purpose of Role:

To manage the processes and the coordination between the sales and marketing teams, drive the companies customer marketing agenda BTL (Below the line), pursue improved consumer experiences in the on and the off trade, drive the planning and implementation of the company's BTL brand plans, objectives and strategies through effective joined up business planning and steward the engagement with the customers and influence the way the business executes in trade via the commercial planning process, brand strategies and game plans as well as the sales team engagement program.
TOP 3-5
  • Commercial planning and coordination of all trade and BTL activities across the business.
  • Trade strategy development, entrenchment in the commercial planning process
  • Merchandise / POS identification, placement co-ordination, design and procurement.
  • Sales driver programs development and execution
  • Stewardship of the measurement and evaluation of programs executed in trade
  • The role is responsible for the complete stewardship and execution of the total SBL BTL A&P budget in Tanzania.

Qualifications and Experience Required:

  • Graduate preferable in a business related field
  • Formal business qualification ideal; MBA (Preferred)

  • At least seven (7) years experience in a similar role
  • Extensive business experience gained at a senior level in a multinational corporate environment, with proven capabilities in FMCG industry and related business issues such as brand management or brand financial management, production, logistics; Risk management techniques; Strategy development and execution; Business consulting; and Project Management .
Head of Customer Marketing
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