Marketing Manager

The Marketing Manager – Guyana is responsible for leading the development and execution of integrated consumer and trade marketing strategies that drive brand growth, increase product consumption, and enhance customer loyalty. The role ensures that global and regional brand strategies are effectively adapted to Guyana’s unique market conditions, consumer behaviors, and cultural landscape. Working closely with Sales, Category Management, Finance, Supply Chain, Digital Marketing, and external stakeholders, the Marketing Manager delivers impactful campaigns, activations, product launches, and trade programs that strengthen market presence, grow market share, and achieve revenue and profitability objectives.

Education and Experience

• Bachelor’s Degree in Marketing, Business Administration, or a related discipline.

• Minimum of five (5) years of progressive experience in consumer marketing, trade marketing, brand management, or related marketing roles.

• Experience within the FMCG and/or beverage industry is preferred.

• Additional professional certifications, management training, or marketing qualifications are considered an asset.

• Proven experience managing marketing budgets, campaigns, product launches, and trade marketing initiatives.

Knowledge

• Strong knowledge of consumer behavior, brand management, market dynamics, and trade marketing principles.

• Understanding of FMCG and beverage industry trends, retail environments, distribution channels, and route-to-market strategies.

• Knowledge of integrated marketing communications, consumer engagement strategies, and promotional planning.

• Understanding of budgeting, financial management, and marketing performance measurement.

• Knowledge of digital marketing platforms, CRM systems, social media strategies, and marketing analytics tools.

• Familiarity with Guyana’s consumer landscape, cultural influences, retail environment, and competitive market dynamics.

Skills

• Strategic marketing planning and execution.

• Brand and portfolio management.

• Campaign development, implementation, and performance evaluation.

• Trade marketing and customer marketing execution.

• Budget management and financial analysis.

• Market research and consumer insight analysis.

• Data analysis and performance reporting.

• Strong communication, presentation, and stakeholder management skills.

• Relationship-building, negotiation, and influencing skills.

• Project management and organizational skills.

• Proficiency in Microsoft Office Suite, particularly Excel, PowerPoint, and Word.

• Proficiency in digital marketing and analytics tools.

Abilities

• Ability to develop and execute marketing strategies aligned with organizational objectives.

• Ability to identify growth opportunities and translate market insights into actionable plans.

• Ability to integrate consumer and trade marketing initiatives to create consistent brand experiences.

• Ability to lead cross-functional collaboration and influence stakeholders at all organizational levels.

• Ability to manage multiple priorities, projects, and deadlines simultaneously.

• Ability to analyze complex data and make informed business decisions.

• Ability to adapt quickly to changing market conditions and business priorities.

• Ability to build and maintain productive relationships with internal and external stakeholders.

• Ability to work independently while exercising sound judgment and accountability.

Core Competencies

• Strategic Thinking

• Leadership

• Market Insight

• Integration and Collaboration

• Results Orientation

• Customer Focus

• Communication and Influence

• Creativity and Innovation

• Adaptability and Resilience

• Cultural Awareness

Organizational Requirements

• Demonstrates integrity, accountability, reliability, and ethical conduct.

• Maintains confidentiality and professionalism in all interactions.

• Commitment to continuous learning and professional development.

• Strong customer service orientation.

• Alignment with corporate values, policies, and organizational philosophy.

• Ability to consistently meet deadlines, commitments, and performance expectations.

Consumer Marketing

• Lead the development and execution of brand and portfolio strategies aligned with organizational growth objectives.

• Develop and implement consumer-focused marketing plans informed by market research, consumer insights, demographic trends, and psychographic data.

• Design and execute impactful beverage activations, experiential marketing programs, sponsorships, and community-based initiatives to drive volume, revenue, market share, and profitability.

• Lead product launches, seasonal promotions, and consumer engagement campaigns to maximize brand awareness and customer participation.

• Collaborate with Category Management, Sales, Digital Marketing, and Commercial teams to identify growth opportunities, channel priorities, market gaps, and execution improvements.

• Monitor consumer marketing performance and recommend enhancements to improve campaign effectiveness and return on investment.

Trade Marketing

• Develop and execute account-specific trade marketing plans that support sales and distribution objectives.

• Implement merchandising programs, retail promotions, point-of-sale initiatives, and retail space optimization strategies.

• Build and maintain strong relationships with distributors, retailers, trade partners, and store managers to enhance product visibility and promotional execution.

• Analyze trade marketing activities and performance metrics to maximize effectiveness and optimize resource allocation.

• Manage trade marketing budgets to ensure efficient use of resources and alignment with business goals.

Integrated Marketing Strategy

• Serve as the primary link between consumer and trade marketing functions to ensure integrated planning and execution.

• Align trade promotions with consumer marketing campaigns to drive product awareness, trial, purchase, and brand loyalty.

• Translate regional and global brand objectives into locally relevant marketing initiatives that support business growth.

• Monitor campaign performance, market trends, and competitive activity, using insights to refine strategies and improve results.

• Ensure consistency of brand messaging and execution across all consumer and trade channels.

Stakeholder Management and Collaboration

• Collaborate closely with the General Manager, Guyana, Sales Division, Category Managers, Finance Department, Supply Chain Team, Regional Marketing Team, Digital Marketing Team, and Trade Marketing Team to ensure effective execution of marketing initiatives.

• Work with advertising agencies, media partners, market research firms, suppliers, vendors, community organizations, and government agencies to support marketing objectives.

• Build strong relationships with key trade partners and retail stakeholders to strengthen brand presence and business performance.

• Provide regular market intelligence and performance updates to regional and executive leadership teams, highlighting trends, opportunities, risks, and competitive developments.

Financial and Performance Management

• Develop, manage, and monitor marketing budgets to ensure cost efficiency and achievement of business objectives.

• Analyze market data, sales performance, consumer insights, campaign results, and trade marketing metrics to support strategic decision-making.

• Prepare reports, presentations, and recommendations on marketing effectiveness, brand performance, and market opportunities.

• Ensure marketing investments generate measurable business outcomes and deliver strong return on investment.

Other Duties

• Perform any other related duties and responsibilities as assigned.