Manager, Digital Marketing

Location: Lagos 

Job Summary

The Manager, Digital Marketing is responsible for leading the strategic direction, development, and execution of the brand’s digital marketing agenda across owned and social channels. The role drives audience engagement, brand advocacy, and digital-led growth by leveraging content, influencers, analytics, social listening, and performance optimization.

This position provides leadership to a multidisciplinary digital marketing team and ensures that all digital initiatives reinforce the brand’s digital-first positioning

Roles and Responsibilities

Strategic Leadership

•      Develop and implement an integrated digital marketing strategy that aligns with the brand's positioning as a digital-first lifestyle partner.

•      Lead and mentor the digital marketing team across content, influencer, analytics, and community functions.

•      Translate brand objectives into actionable digital plans with clear KPIs and performance outcomes.

•      Partner cross-functionally with Product, Sales, and Customer Experience to ensure digital marketing supports business growth goals.

•      Oversee the planning and execution of brand campaigns across owned and social platforms to drive engagement and advocacy.

Content & Community Management

•      Guide the creation and curation of high-quality, platform-appropriate digital content (web, blog, video, short-form, and social).

•      Ensure a consistent brand voice, tone, and storytelling approach across all owned channels.

•      Lead community management efforts-building, engaging, and moderating online audiences to strengthen brand affinity.

•      Identify and manage partnerships with key content creators and influencers to extend brand reach and relevance.

Influencer & Partnership Marketing

•      Develop the influencer strategy, including talent mapping, selection, and performance tracking.

•      Foster strong relationships with creators, ambassadors, and advocacy partners.

•      Collaborate with internal stakeholders and agencies to co-create influencer campaigns that reinforce brand credibility and engagement.

Performance, Analytics & Insights

•      Oversee performance tracking across all digital channels (social, email, website, and owned platforms).

•      Lead the design and interpretation of analytics dashboards to assess campaign effectiveness and inform data-driven decisions.

•      Monitor brand mentions, sentiment, and emerging trends through social listening tools to generate insights and identify opportunities.

•      Ensure timely reporting on digital performance, with clear insights and recommendations for optimization.

Innovation & Continuous Improvement

•      Drive digital innovation through new tools, platforms, and content formats that enhance audience engagement.

•      Champion experimentation (A/B testing, new platforms, interactive formats) to evolve brand storytelling and digital experience.

•      Stay current on emerging trends in digital culture, consumer behavior, and technology to position the brand as a leader in digital engagement.

•      Produce monthly reports evaluating the effectiveness of the digital channels and make recommendations for improvements.

•      Maintain a thorough awareness of developments and trends in digital marketing and communications both nationally and internationally and make recommendations appropriate.

•      Implement the unit’s work programme and plans in line with agreed upon procedures and guidelines.

•      Prepare/compile agreed periodic activity and performance reports for the attention of the Head, Marketing Communications

•      Perform any other duties as assigned by the Head, Marketing Communications

KEY PERFORMANCE INDICATORS (KPIs)

•      Growth in owned community engagement and reach

•      Improvement in digital content performance metrics (views, shares, saves, etc.)

•      Influencer campaign ROI and engagement outcomes

•      Sentiment score and share of positive conversations

•      Quality and timeliness of performance reporting and insights

•      Team productivity and capability growth

Minimum Education and Experience Required

•      Bachelor’s degree in Marketing, Communications, Business, or related field.

•      Professional certification in Digital Marketing, Brand Strategy, or Analytics is an advantage.

•      6–8 years of progressive experience in digital marketing or brand communications, with at least 3 years in a supervisory or managerial capacity.

•      Demonstrated experience leading teams and managing digital campaigns across multiple owned and social platforms.

•      Strong understanding of audience development, influencer marketing, digital content strategy, and performance analytics.

Required Capabilities

Knowledge

•      Deep knowledge of digital marketing trends, tools, and audience behavior.

•      Proficiency in social listening and analytics platforms

•      Strong grasp of content strategy, community engagement, and influencer ecosystems.

Skills

•      Strategic and creative thinking

•      Leadership and team management

•      Analytical and reporting ability

•      Excellent storytelling and communication

•      Project and stakeholder management

Behavioral Attributes

•      Passion for digital innovation and excellence

•      Collaborative and team-oriented

•      Integrity and accountability

•      Customer-obsessed mindset

•      Agile, proactive, and adaptable