About This Role
This is not a traditional marketing execution role—it is a strategic leadership position tasked with building a brand from the ground up in a competitive automotive market. You will be the bridge between Geely's global vision and Ethiopia's unique consumer psychology, government relationships, and the emerging EV landscape. The mandate goes beyond campaigns; it's about shaping how Ethiopians perceive automotive technology and positioning Kerchanshe's portfolio as the default choice in a shifting market. This suits a senior marketer who thrives on ambiguity, can navigate B2B and B2C audiences simultaneously, and has the political acumen to engage institutional stakeholders.
What the Requirements Say About This Role
The emphasis on "system-driven" strategy signals that Kerchanshe is looking for someone who can build scalable marketing infrastructure—not just run activations. They want a leader who understands data, can create repeatable processes, and has experience aligning local execution with international brand standards. The EV education component implies they need someone comfortable with technical concepts who can translate them into accessible messaging for a market that is still early in its EV adoption curve. This profile suggests a hybrid of corporate strategist and creative storyteller, with proven ability to manage agencies, budgets, and cross-functional teams.
How to Approach This Application
Your application should lead with a case study—show how you've built a marketing system from scratch or transformed a brand's positioning in a developing market. Emphasize any experience with automotive, durable goods, or technology adoption cycles, but more importantly, demonstrate your ability to educate skeptical consumers. Since this is an executive role, your CV should highlight P&L responsibility, team leadership, and measurable market share gains. Prepare to discuss how you would approach government and corporate fleet sales, as that likely matters as much as consumer retail marketing. Also, be ready to articulate a clear 90-day plan for EV education campaigns in Addis Ababa specifically.
Who This Role Suits
This role is best suited for a senior marketing professional with 8+ years of experience, ideally with exposure to international brands and local market adaptation. It is likely a highly competitive search given the executive level and the backing of a major trading house like Kerchanshe, so expect a rigorous multi-stage interview process that tests both strategic thinking and practical implementation skills.
Core Mandate:- To design, execute, and lead a comprehensive, system-driven marketing strategy that establishes Geely as a premier automotive brand in Ethiopia. This role bridges Geely’s global brand identity with local market dynamics, driving customer acquisition, brand equity, and market share—particularly by positioning Geely as the leading choice during the market's transition to intelligent and electric vehicles (EVs).
Strategic Pillars of the Role
Brand Positioning & EV Market Education
- Brand Strategy: Adapt Geely’s global brand guidelines into highly effective local marketing campaigns that resonate with Ethiopian consumers, corporate entities, and government stakeholders.
- EV Advocacy & Education: Develop robust educational campaigns to demystify electric vehicle (EV) technology, targeting consumer anxieties regarding charging infrastructure, battery longevity, and total cost of ownership.
- Product Launches: Spearhead the end-to-end launch strategy for new internal combustion engine (ICE) and plug-in hybrid/EV models, managing experiential events, press relations, and test-drive campaigns.
Digital Marketing & Lead Generation Pipeline
- Data-Driven Performance Marketing: Establish and optimize system-led digital marketing pipelines across social media, search engines, and programmatic advertising to generate high-quality sales leads.
- CRM & Funnel Management: Partner with the sales department to ensure a seamless lead-to-opportunity pipeline, utilizing CRM tools to track customer touchpoints, conversion rates, and campaign ROI.
- Content & Localization: Oversee the creation of compelling digital content (video, editorial, and interactive) localized in English and Amharic, highlighting Geely’s technology, safety features, and local after-sales backup.
Market Intelligence & Value-Chain Collaboration
- Consumer Insights & Analytics: Conduct continuous market research, competitor benchmarking, and consumer behavior analysis within the Ethiopian automotive ecosystem to identify shifting demands and pricing sensitivities.
- After-Sales Marketing: Collaborate with the After-Sales team to market service capabilities, genuine spare parts availability, and warranty security as core pillars of brand loyalty and customer retention.
- Corporate & Fleet Marketing: Design tailored B2B marketing collateral, value propositions, and corporate outreach programs specifically targeted at logistics companies, government agencies, and corporate fleets.
Principal Liaison & Agency Management
- Geely HQ Marketing Liaison: Serve as the primary local point of contact for Geely Auto Group’s regional marketing and brand teams, ensuring alignment on global campaigns, asset utilization, and co-op budget approvals.
- Vendor & Agency Management: Oversee relationships with creative agencies, media buyers, event organizers, and public relations firms, ensuring deliverables are executed on time, within budget, and up to international standards.
Performance Indicators (Smart Metrics Matrix)
To maintain strict alignment with system-led performance management, the Marketing Manager will be evaluated against clean, data-driven targets:
- Brand Awareness & Sentiment: Measured growth in brand recall, share of voice (SOV) in the local media landscape, and net positive sentiment scores.
- Lead Conversion Rate (MQL to SQL): The efficiency of transforming Marketing Qualified Leads (MQLs) into Sales Qualified Leads (SQLs) for the showroom teams.
- Customer Acquisition Cost (CAC): Total marketing spend divided by the number of vehicles sold, optimized continuously across channels.
- Campaign Return on Investment (ROI): Financial performance and sales volume generated directly attributable to specific marketing initiatives and launch events.
- Digital Engagement Metrics: Standardized tracking of website traffic, test-drive booking conversions, and digital community growth metrics.
Job Requirements & Profile
Education
- Bachelor’s degree/(MBA) in Marketing, Business Administration, Communications, or a highly related field and professional marketing certification (e.g., CIM) is highly valued.
Experience
- Minimum of 8+ years of progressive experience in marketing management, brand management, or advertising leadership.
- Direct experience in the automotive sector, high-value consumer durables, or technology-driven industries (with exposure to EV or tech marketing) is strongly preferred.
Local Market Knowledge:
- Deep structural understanding of the Ethiopian media landscape, consumer demographics, advertising regulations, and B2B corporate procurement behavior.
Skills and Competencies
- Proven ability to develop and implement marketing manuals, policies, and procedures.
- Strong experience in managing multi-channel marketing and promotional budgets.
- Excellent analytical skills with the ability to interpret data, metrics, and market trends to support decision-making.
- Strong communication and interpersonal skills.
- Professional working proficiency in both English and Amharic, with excellent written and verbal communication abilities.
How To Apply
Interested applicants who meet the above criteria are encouraged to apply using the link below.
" https://forms.gle/wPViAfyawUzmf4Hx6 "
Related jobs
More openings in a similar category on Kedamijobs.
-
Sales Engineer
AdaneTech Automation Systems
-
Director-Corporate Marketing
Gift Business Group
-
Office Administrator
FHL Trading PLC
Discover More Jobs
View Other JobsApply for this Job
Marketing Manager – Geely Ethiopia
Kerchanshe Trading Company
