Brand Manager (Fashion Industry) Lekki

BRAND MANAGER – FASHION INDUSTRY (Lekki)

Department: Brand Management / Marketing

JOB PURPOSE

The Brand Manager will be responsible for developing, positioning, and growing a fashion brand, with a strong focus on brand visibility, customer acquisition, sales generation, revenue growth, and customer retention.

The role combines brand management, marketing, business development, customer engagement, and sales. The successful candidate will be expected to identify commercial opportunities, generate and convert leads, drive customer engagement, develop strategic partnerships, and implement initiatives that contribute directly to business growth.

The ideal candidate must understand that brand awareness should translate into qualified enquiries, customers, sales, and revenue.

KEY RESPONSIBILITIES

1. Sales & Revenue Growth

• Develop and implement strategies to achieve sales and revenue targets.
• Identify opportunities to increase sales across customer segments and product offerings.
• Generate new sales opportunities through marketing, networking, referrals, partnerships, events, and digital platforms.
• Follow up on enquiries, leads, prospects, and potential customers to drive conversion.
• Develop initiatives to increase customer acquisition, repeat purchases, referrals, and customer lifetime value.
• Monitor sales performance and recommend strategies to improve conversion and revenue.
• Develop strategies to maximize sales during peak seasons, campaigns, and product launches.

2. Lead Generation & Customer Acquisition

• Develop strategies for generating qualified leads.
• Identify and target customers within the brand’s desired market.
• Build and maintain a strong sales and customer pipeline.
• Convert social media engagement, enquiries, referrals, campaigns, and events into sales opportunities.
• Track leads from initial enquiry through to conversion.
• Analyse lost sales and recommend strategies to improve conversion rates.

3. Brand Strategy & Positioning

• Develop and implement strategies that strengthen the brand’s positioning and identity.
• Maintain a clear, consistent, and distinctive brand position within the fashion market.
• Translate the brand vision, values, personality, and target market into practical marketing and commercial activities.
• Identify opportunities to differentiate the brand from competitors.
• Ensure brand-building activities support sales and revenue objectives.

4. Marketing & Campaign Management

• Develop and execute marketing plans that increase brand visibility and sales.
• Plan campaigns around collections, product launches, promotions, special occasions, and seasonal opportunities.
• Coordinate marketing activities across digital and physical channels.
• Monitor campaign performance based on engagement, leads, conversions, and sales.
• Evaluate marketing ROI and adjust campaigns to improve commercial results.

5. Social Media & Digital Sales

• Oversee the brand’s digital presence with a strong focus on generating enquiries and sales.
• Develop content strategies that drive awareness, engagement, enquiries, and conversions.
• Work with content creators and social media personnel to develop commercially effective content.
• Monitor customer interactions and enquiries generated through digital platforms.
• Identify products, campaigns, and content that generate the strongest sales response.
• Develop strategies for converting online audiences into paying customers.
• Track digital metrics including reach, enquiries, leads, conversions, and sales.

6. Customer Relationship & Retention

• Develop strategies for customer acquisition, retention, and loyalty.
• Build strong relationships with existing and prospective customers.
• Drive repeat purchases and customer referrals.
• Maintain an effective customer database and follow-up system.
• Monitor customer feedback and identify opportunities to improve the customer experience.
• Develop initiatives that strengthen long-term customer engagement.

7. Product & Collection Marketing

• Work closely with Design and Production teams to understand upcoming collections and products.
• Develop sales and marketing strategies for new collections and product launches.
• Determine how products should be positioned and communicated to the target market.
• Create anticipation and demand around new launches.
• Develop promotional strategies to support product movement and revenue generation.
• Monitor product and collection performance and provide recommendations to Management.

8. Business Development & Partnerships

• Identify strategic partnerships that can generate brand visibility, leads, customers, and sales.
• Develop relationships with influencers, stylists, content creators, organizations, and relevant business partners.
• Explore corporate, group, event, and other commercial opportunities.
• Negotiate and coordinate mutually beneficial collaborations.
• Measure partnerships based on their brand and commercial value.

9. Events & Brand Activations

• Plan and coordinate fashion events, pop-ups, product launches, exhibitions, and brand activations.
• Establish clear objectives for each activation, including lead-generation and sales targets where applicable.
• Develop strategies for converting event attendees into customers.
• Track leads and sales generated from events.
• Evaluate the commercial effectiveness of each activation.

10. Market & Competitor Analysis

• Monitor fashion, consumer, and market trends.
• Analyse competitors’ positioning, pricing, marketing activities, customer engagement, and sales strategies.
• Identify market gaps and emerging opportunities.
• Provide Management with actionable market insights.
• Use customer and market data to recommend new sales and marketing opportunities.

11. Sales Performance & Reporting

• Monitor sales generated through marketing and customer-acquisition channels.
• Track leads, enquiries, conversion rates, customer acquisition, repeat purchases, and revenue.
• Prepare weekly and monthly sales and brand performance reports.
• Identify areas of underperformance and develop corrective strategies.
• Provide Management with clear recommendations based on performance data.
• Maintain accountability for agreed sales and revenue targets.

12. Budget & Marketing Resource Management

• Develop and manage approved marketing and brand budgets.
• Ensure marketing expenditure aligns with business objectives.
• Prioritize activities with strong potential for measurable returns.
• Monitor campaign expenditure against results.
• Recommend adjustments where marketing activities are not producing expected results.

13. Cross-Departmental Coordination

• Work closely with Sales, Design, Production, Operations, Finance, and Management.
• Ensure sales opportunities can be fulfilled effectively.
• Communicate customer and market insights to relevant departments.
• Align marketing activities with product availability and production capacity.
• Ensure customer commitments made through marketing and sales activities are realistic and achievable.

14. Brand Standards & Reputation

• Maintain consistency in brand identity, messaging, tone, and presentation.
• Ensure customer-facing communications reflect the desired brand image.
• Protect the reputation and integrity of the brand.
• Ensure marketing and sales communications are professional, accurate, and consistent with brand standards.

REQUIRED QUALIFICATIONS & EXPERIENCE

• Bachelor’s degree or HND in Marketing, Business Administration, Brand Management, Communications, Fashion Marketing, or a related discipline.
• Minimum of 3–5 years’ relevant experience in brand management, sales, marketing, business development, or a related role.
• Demonstrable experience in sales generation, customer acquisition, and revenue growth.
• Experience managing a fashion, lifestyle, retail, consumer-facing, or similar brand is an advantage.
• Proven experience developing and executing marketing campaigns with measurable commercial results.
• Experience in digital marketing, social media, customer acquisition, and lead conversion.
• Professional certification in Marketing, Sales, or Brand Management is an advantage.

KEY COMPETENCIES

• Brand management and positioning
• Sales and business development
• Customer acquisition and conversion
• Commercial and strategic thinking
• Digital and social media marketing
• Marketing campaign management
• Negotiation and persuasion
• Customer relationship management
• Creative thinking and storytelling
• Strong communication and networking
• Analytical and problem-solving skills
• Strong follow-up and execution
• Project and budget management
• Ability to work with sales targets and revenue objectives
• Ability to translate marketing activities into measurable commercial results
• Proficiency in digital marketing, analytics, and customer-management tools

KEY PERFORMANCE INDICATORS (KPIs)

Performance will be measured against:

• Monthly, quarterly, and annual sales targets
• Revenue growth
• New customer acquisition
• Qualified leads generated
• Lead-to-customer conversion rate
• Customer retention and repeat purchases
• Customer referrals
• Leads and sales generated from marketing campaigns
• Marketing ROI
• Campaign conversion rates
• Digital enquiries and sales conversions
• Brand visibility and market presence
• Effectiveness of partnerships and brand activations
• Timely execution of marketing and sales initiatives
• Accuracy and timeliness of reports
• Effective management of approved marketing budgets

PERSONAL ATTRIBUTES

The successful candidate should be:

• Highly sales-driven and commercially minded
• Results-oriented and target-driven
• Creative and passionate about fashion and branding
• Proactive, energetic, and resourceful
• Confident and persuasive
• Excellent at networking and relationship building
• Strong in customer engagement and follow-up
• Strategic while remaining hands-on
• Data-driven and commercially analytical
• Solution-oriented and adaptable
• Highly organized and accountable
• Resilient and persistent
• Comfortable working with sales targets and performance accountability
• Professional in appearance, communication, and conduct
• Committed to growing both the brand and its commercial performance