Industrial Marketing Manager

Amo Farm Sieberer Hatchery Limited has a Vision to be the market leader in the Day Old Chicks market; through exceptional quality products and services that will guarantee profitable poultry farming.

The Company produces high-quality Day-Old Chicks and Point of Cage Pullets. Over the years, we have remained focused on our main objective to produce high quality chicks, in a highly hygienic environment leveraging innovative solutions grounded in Research and Development.

Location: Magodo, Lagos
Employment Type: Full-time

Job Purpose

• The Industrial Marketing Manager will champion commercialisation initiatives, develop new markets, strengthen customer relationships, support revenue generation, and position Amo Group as the preferred agribusiness partner for commercial farms, distributors, integrators, veterinary institutions, government agencies, and other industrial customers.
• To lead the development and execution of integrated industrial marketing strategies that drive sustainable growth across Amo Group's agribusiness portfolio, including poultry feeds, day-old chicks, vaccines, pharmaceuticals, animal nutrition, animal health products, and technical services.
• The role works closely with Sales, Technical Services, Production, Supply Chain, Finance, R&D, and Business Unit leaders to translate customer needs into profitable business opportunities while enhancing the company's competitive position across Nigeria and West Africa.

Key Responsibilities
Strategic Marketing & Commercial Planning:

• Develop Go-to-Market (GTM) strategies for new products and business segments.
• Develop and implement annual industrial marketing strategies aligned with business growth objectives.
• Develop customer segmentation strategies for commercial farms, distributors, institutional customers, processors, hatcheries, and veterinary channels.
• Conduct industry analysis, competitor benchmarking, pricing intelligence, and market trend assessments.
• Support long-term market expansion into new regions and export opportunities.
• Translate corporate strategy into actionable market development initiatives.
• Identify emerging market opportunities and recommend growth initiatives.

Product Commercialisation & Portfolio Management:

• Collaborate with Technical, Veterinary, Nutrition, Production, and Sales teams during product development.
• Develop product launch plans including pricing support, promotional strategies, customer education, and market penetration plans.
• Monitor product life cycles and recommend portfolio optimisation strategies.
• Develop product positioning strategies that communicate technical and commercial value.
• Drive successful commercialisation of new products across Amo Group companies.
• Recommend product improvements based on customer feedback and market insights.

Brand Management:

• Customer testimonials
• Application guides
• Success stories
• Strengthen Amo Group's industrial brand positioning across all customer touchpoints.
• Develop high-quality industrial marketing materials including:
• Maintain a strong value-based brand proposition for each business unit.
• Ensure consistent brand identity across technical publications, exhibitions, product literature, digital platforms, and customer communications.
• Product catalogues
• Case studies
• White papers
• Product manuals
• Technical brochures

Customer & Market Development:
Build strategic relationships with:

• Feed millers
• Integrated livestock operations
• Veterinary distributors
• Support key account development strategies alongside the Sales team.
• Conduct regular customer visits to understand operational challenges and recommend solutions.
• Financial institutions supporting agriculture
• Development partners
• Develop customer engagement programmes that improve retention and loyalty.
• Identify opportunities to expand industrial customer acquisition.
• Poultry associations
• Agro-dealers
• NGOs
• Government agencies
• Veterinary hospitals
• Commercial poultry farms

Sales Enablement:

• Sales presentations
• Proposal templates
• Technical documentation
• Competitive positioning tools
• Product training materials
• Support strategic customer negotiations through market intelligence and commercial insights.
• Customer success stories
• Develop marketing initiatives that directly support sales growth.
• Improve lead generation and conversion through targeted campaigns.
• Equip Regional Sales Managers and Key Account Managers with:

Market Intelligence & Business Insights:
Continuously monitor:

• Pricing trends
• Supply chain dynamics
• Customer behaviour
• Generate market intelligence reports for executive management.
• Competitor activities
• Conduct customer satisfaction surveys and market perception studies.
• Industry trends
• Identify emerging customer needs and recommend innovative solutions.
• Regulatory developments

Digital & Technical Marketing

• Increase online engagement among industrial customers and technical stakeholders.
• Drive B2B engagement through:
• LinkedIn
• Industry publications
• Collaborate with Digital Marketing to develop data-driven campaigns.
• Develop digital marketing strategies specifically for industrial customers.
• Technical newsletters
• Email campaigns
• Educational content
• Webinars

Events & Industry Representation:

• Livestock conferences
• Build strategic partnerships with industry associations and research institutions.
• Government agricultural programmes
• Organise customer technical workshops and knowledge-sharing sessions.
• Poultry expos
• Coordinate product demonstrations and field days.
• Veterinary congresses
• Lead Amo Group's participation in:
• Agricultural exhibitions
• Feed industry events

Pricing & Commercial Support:

• • Support profitability analysis for industrial products.
• • Evaluate promotional effectiveness and pricing performance.
• • Monitor competitor pricing and recommend pricing adjustments.
• • Work closely with Finance and Sales on commercial decision-making.
• • Support pricing strategy development through market intelligence.

Cross-Functional Collaboration:
Work closely with:

• Production
• Coordinate marketing activities across Amo Group business units.
• Supply Chain
• Procurement
• Finance
• Customer Service
• Sales
• Veterinary teams
• Technical Services
• Ensure customer feedback influences product development and operational improvements.

Budget & Performance Management:

• Prepare and manage the annual industrial marketing budget.
• Measure campaign effectiveness using defined KPIs.
• Ensure efficient utilisation of marketing resources.
• Recommend improvements based on marketing ROI analysis.
• Prepare monthly, quarterly, and annual marketing performance reports.

Key Performance Indicators (KPIs)

• Lead generation and conversion rate
• Event ROI
• Campaign effectiveness
• New customer acquisition
• Product launch success rate
• Market share growth
• Industrial sales revenue growth
• Customer retention rate
• Digital engagement metrics
• Regional market penetration
• Brand awareness among industrial customers
• Number of strategic partnerships established
• Customer satisfaction score
• Marketing ROI

Qualifications

• Master's Degree or MBA is an added advantage.
• Bachelor's Degree in Marketing, Animal Science, Agriculture, Veterinary Medicine, Business Administration, or related discipline.
• Professional marketing certification (CIM, NIMN, or equivalent) is an added advantage.

Experience:

• Demonstrated experience developing marketing strategies for industrial or technical products.
• Experience working with distributors, commercial farms, and institutional customers.
• Strong understanding of Nigeria's livestock and poultry industry.
• 8–10 years of progressive experience in industrial marketing, agribusiness marketing, animal health, feed manufacturing, livestock production, FMCG B2B, or agricultural value chain marketing.
• Experience launching technical products into the market.

Technical Skills:

• B2B Marketing
• Go-to-Market Strategy
• CRM Systems
• Customer Insights
• Project Management
• Product Commercialization
• Business Development
• Microsoft Office Suite
• Industrial Marketing
• Digital Marketing
• Marketing Analytics
• Pricing Strategy
• Market Intelligence
• Product Positioning
• Brand Management

Behavioural Competencies:

• Analytical Thinking
• Relationship Management
• Problem Solving
• Innovation
• Adaptability
• Decision Making
• Commercial Acumen
• Results Orientation
• Customer Focus
• Collaboration
• Negotiation Skills
• Strategic Thinking
• Communication & Presentation
• Leadership & Influence