The Role
The Head of Marketing and Modern Trade will lead shopper marketing strategies, execute modern trade initiatives, oversee merchandising, develop capabilities within teams, and manage BTL campaigns and digital support, focusing on growth and in-store excellence.
Summary Generated by Built In
About Lontor (Subsidiary of CIG)
Lontor is an international
electronics and home appliance brand, known especially in markets like Nigeria.
It produces a wide range of consumer products including lighting solutions,
rechargeable fans, torches, kitchen appliances, air conditioners, power systems
and solar energy products. The brand focuses on quality, innovation, design and
energy efficiency, aiming to offer durable and user-friendly products for
everyday use.
Key Responsibilities:
1. Channel & Shopper Marketing
- Develop and execute shopper marketing strategies across modern trade channels
- Translate brand strategy into in-store and point-of-sale experiences
- Analyze shopper behavior and insights to drive conversion
- Design and implement promotions, activations, and campaigns tailored to retail environment.
2. Modern Trade Execution
- Lead execution excellence across key accounts and organized retail
- Ensure product availability, visibility, and pricing compliance
- Drive sell-out performance through coordinated marketing and sales initiatives
- Collaborate with sales teams to deliver channel growth targets
3. Merchandising & In-Store Excellence
- Define and implement merchandising standards and planograms
- Oversee in-store branding, displays, and POS materials
- Monitor and improve shelf share and product visibility
- Manage field teams and third-party merchandisers for execution consistency
4. Capability Development
- Build capabilities within sales and merchandising teams on execution standards
- Develop training programs on product knowledge, brand messaging, and retail excellence
- Coach teams on shopper engagement and in-store selling techniques
- Establish performance tracking and continuous improvement frameworks
5. BTL (Below-the-Line) Marketing & Activations
- Plan and execute BTL campaigns including in-store promotions, roadshows, and activations
- Ensure alignment with overall marketing calendar and brand campaigns
- Track effectiveness and ROI of activation programs
- Drive localized marketing initiatives to support retail partners
6. Social Media & Digital Support
- Support digital campaigns with a strong linkage to retail and conversion
- Align social media activities with promotions, launches, and in-store campaigns
- Collaborate with digital teams to drive traffic to retail and e-commerce channels
- Monitor engagement and optimize content for shopper conversion
Requirements
Key Performance Indicator
- Revenue & Channel
Growth – 30%
- In-Store Execution –
20%
- Trade/BTL Effectiveness
– 15%
- Shopper Marketing – 10%
- Digital & Brand
Metrics – 10%
- Key Account Performance
– 10%
- Capability Development
– 5%
Key Skills
- Brand Management
- Strategic Promotion Planning
- Managing
Relationships
- Creativity and
Innovation
- Commercial
Planning
- Competitive Analysis
- Negotiation
Ability.
Skills Required
- Experience in channel and shopper marketing
- Proven track record in modern trade execution
- Strong skills in brand management and commercial planning
- Experience with BTL marketing and activations
- Experience in managing relationships with key accounts
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The Company
What We Do
CIG Motors is an original equipment manufacturer (OEM) and the exclusive representative and distributor for leading Chinese automotive brands in Nigeria, offering a wide range of automobiles.
