Job Description

At Lapaire, we transform people’s lives.

Because good eyesight is essential for living well and fulfilling your dreams, we have developed a unique concept: a service where the customer is at the heart of our project and quality, stylish products at fair, transparent prices.

Joining the Lapaire team is first and foremost joining an inspiring pan-African adventure that impacts the health and well-being of the people around us, and therefore their lives.

But it is also and above all :

• Serving our clients at best to improve their lives.
• Working and acting as an entrepreneur, contributing to the Lapaire project with ideas and initiatives.
• Participating in the expansion of a dynamic company by organizing and anticipating work efficiently.
• Learning every day to continue to grow and surpass yourself.
• Collaborating with young and multicultural teams while sharing your knowledge.

The Lapaire Group was created in 2018 in Kenya and already has over 100 Optical Shops and over 500 employees in Uganda, Tanzania, Ivory Coast, Burkina Faso, Mali, Benin, Togo, Morocco and Senegal.

Lapaire, See Beyond.

Assistant Retail Marketing Manager

Reports to: Retail Marketing Manager

Location: Abidjan, Côte d’Ivoire

Employment : Full-time

General Description

The Assistant Retail Marketing Manager is responsible for the design, planning, coordination and performance management of all marketing campaigns and commercial promotions across the Lapaire Group. The role owns the annual campaign calendar and ensures that campaigns contribute to customer acquisition, brand awareness, conversion and revenue growth.

The Assistant Retail Marketing Manager works closely with local marketing & coms executives, Group brand & digital teams, operations and external stakeholders.

Responsibilities

1. End-to-End campaign development & Toolkit creation

• Translate brand & retail strategy into commercial campaign mechanics.
• Prepare creative & operational briefs for design teams, operations teams and external counterparts.
• Implementation toolkits : Build ready-to-execute Campaign Kits for local country marketing & coms executives, for flawless local deployment (assets, timelines, guidelines etc.)

2. Campaign Lead & Calendar Management

• Complete competitors & industry best practices, identify new customer acquisition opportunities
• Develop, update and enforce the annual Retail Marketing campaign calendar across all countries.
• Ensure creative assets, promotional stock and operational tools are finalized and delivered ahead of campaign launch dates.

Continuously streamline the campaign workflow from concept sign-off to local rollout to reduce time-to-market.

3. Field Activation support & Tracking

• Closely oversee Field force management across countries to ensure field marketing activations align perfectly with business objectives.
• Visit occasionally key countries to audit campaign execution, verify POS setups, and troubleshoot local operational bottlenecks.

3. Local media buying & channel optimization

• Own the localized offline media buying strategy, including billboards, local radio, print & community level channels
• Manage & optimize the regional media budget, negotiating with local media houses to secure high visibility, cost effective placement.
• Supervise regional production and media vendors, ensuring strict adherence to production quality, timelines & contract deliverables

3. Analytics, Reporting & ROI Optimization

• Define and track KPIs and success metrics for every major campaign, monitoring lead gen, foot traffic, eye tests, and sales lift.
• Conduct comprehensive campaign post-mortems, gathering local field feedback & data to evaluate ROI.
• Present actionable insights to Retail Marketing Manager to refine future campaigns & mechanics, bearing in mind quick wins & scalability.

Skills Required

Education & Experience

• Bachelor's degree in Marketing, Business Administration or related field.
• Minimum 5 years of experience in trade marketing, campaign management, or account management within a fast-paced, FMCG or agency environment.
• Previous experience in management of trade / field marketing teams.
• Proven track record of managing complex projects in a multi-country environment (from brief to delivery).
• Comfortable working with performance data, Excel & google suite, tracking tools to evaluate campaign success and calculate ROI.
• Professional fluency in both French and English (written & spoken) is mandatory. The role requires building briefs in both languages, and navigating a bilingual structure.

Social Skills - what we value

• Strong communication and presentation skills.
• Creative and innovative mindset.
• Excellent organizational and coordination skills.
• Ability to work in a multicultural environment.
• Strong analytical and problem-solving abilities.
• Results-oriented and comfortable working with performance targets.