Marketing Manager at DAG Industries Nigeria Limited

DAG Nigeria Industries Limited, registered with corporate affairs Nigeria in 2004 and the Company started regular operations effective 21st May 2005. The initial operations were from No 3 Billings Way, Ikeja, Lagos. The first auspicious product sale was Bajaj Boxer S on Nov 21st 2005.

The parent company, DAG, was established in 2003, in U.A.E., has been associated with M/s. Bajaj Auto Ltd., since its incorporation and has the distinction of being the OE partner for Bajaj Auto Ltd., for over 4 decades. DAG, considered as one of the ‘premiere’ two-wheeler dealerships in UAE, is the authorized distributor and marketer of Bajaj two-wheelers across Nigeria. We provide the most popular range of Bajaj motorcycles, genuine spares, and unfaltering after sales service. Backed by its untiring team of professional and trained technicians, authorized service stations and its own service center, DAG has been instrumental in developing Nigeria through building infrastructure and creating jobs thereby providing a livelihood for the common people in Nigeria. We at DAG are committed to provide genuine spare parts, accessories, and a never failing support to its customers and business associates.Role Summary

This role is responsible for planning and executing on-ground marketing programs that directly drive sales volumes and channel penetration for DAG’s 2W, 3W, tyre, and lubricant businesses across Nigeria and West Africa.
The focus is on field activations (park by park activities, service camps, etc.), consumer schemes, POP (Point-of-Purchase) materials, and deep rural market engagement — from okada/keke riders and fleet owners to park chairmen, tyre retailers, and truck users.
The position demands strong field presence, excellent vendor and team management, and an ability to translate field insights into actionable marketing strategies.

Key Responsibilities
Field Marketing & Scheme Execution:

Design, launch, and track consumer and dealer incentive schemes to boost retail sales and secondary liquidation.
Ensure 100% on-ground execution of rider scheme programs, promotional offers, and service/finance tie-ups.
Create and implement POP and BTL campaigns (road shows, test rides, rider meets, park activations, tyre fitment demos, etc.) that directly influence retail and fleet purchase.

Market & Consumer Insight:

Build and continuously update customer personas for:

Okada/keke riders and dispatch/logistics operators.
Park chairmen and fleet owners.
Tyre retailers, truck operators, and long-haul transport users.

Conduct market mapping and rural penetration studies to identify new catchment areas, under-served LGAs, and growth opportunities.
Collect and analyse product feedback (e.g., tyre performance, lube usage) and competition intelligence to support product development and sales strategy.

Vendor & Agency Management:

Identify and manage vendors for POP production, merchandising, and field activations.
Negotiate costs, monitor quality, and ensure timely delivery of promotional materials.
Oversee ground promoters and activation teams, ensuring brand messaging consistency and efficient resource deployment.

Sales Team Enablement:

Work closely with Regional Sales Managers and ASMs to integrate marketing campaigns with sales targets.
Provide dashboards, LGA-wise activation calendars, and ROI tracking for each scheme.
Facilitate training and motivation sessions for field sales teams on new campaigns, product USPs, and market insights.

Brand Building & Rural Reach:

Strengthen DAG’s brand visibility in remote and semi-urban markets through innovative rural marketing such as community sponsorships, market-day programs, and rider-club engagement.
Support government or institutional sales drives with field-based brand activations.

Reporting & Analytics:

Prepare weekly/monthly performance reports on campaign impact, consumer participation, and competitor moves.
Measure ROI on each scheme (sales uplift, customer acquisition, brand recall) and recommend improvements.

Qualifications & Skills

Bachelor’s degree in Marketing, Business Administration, or related field (MBA preferred).
5–10 years’ experience in field / BTL marketing within automotive (2W/3W), tyres, FMCG rural marketing, or related industries.
Proven ability to design and implement large-scale on-ground activations and trade marketing programs.
Strong understanding of rider, fleet-owner, and retail tyre ecosystems in African markets.
Excellent vendor negotiation and budget management skills.
Proficient in MS Office (Excel, PowerPoint) and marketing analytics.
Strong leadership, communication, and project management abilities.
Willingness to travel extensively to rural and semi-urban markets.

Key Competencies:

Hands-on field orientation and passion for rural market development.
Strong commercial acumen with a results-driven mindset.
Ability to bridge marketing with sales execution.
Strong interpersonal and community engagement skills (park chairmen, fleet owners, dealer networks).
Creative problem-solving and quick decision-making.