About Us

When people have power, incredible things happen. Placing ‘power’ in the hands of rural customers helps
them realise their aspirations and dreams that they never thought could happen. Making this possible in every
village is at the heart of everything we do.
Husk is one of the world’s leading rural utilities. We provide reliable power to households and businesses,
entirely from renewable energy sources – 24 hours a day, 7 days a week – at a price they can afford.

We design, build, own and operate the lowest cost hybrid power plant and distribution network in India and
Africa. We offer our customers a flexible ‘pay-as-you-go’ energy service, using a mobile-enabled smart
metering system. We provide low-cost energy that matches the growing needs of our customers; for
households, community services and productive uses. Our grid-compatible solution can be rolled out quickly
and cost effectively to support national electrification plans.

To date, Husk has provided electricity to over 12,000 homes and businesses in rural India and Tanzania,
reducing 95,000 tonnes of CO2. Husk is poised to grow rapidly over the next four years and envisions
adding over 100 mini-grids in Nigeria, deploying 10 MW of 100 percent renewable power plant assets
that would eliminate 100,000 tons of CO2 per year (equivalent to eliminating 56 million liters of diesel
per year). These mini-grids will serve over 100,000 customers.

JOB DESCRIPTION

Head, Marketing
POSITION NAME:

DIVISION / FUNCTION: Marketing

LOCATION OF THE JOB: Abuja, Nigeria

JOB CODE (WILL BE GENERATED BY

HRD):

REPORTING STRUCTURE:
Reports to: Nigeria Country Manager, with dotted line to the Chief Marketing Officer

Number of Reports with designation Dependent on organizational growth and strategy.

(if any):

Position Objective
Are you a determined and friendly professional with an advanced understanding of human behavior and a
desire to help consumers find exactly the right product or service to suit their needs? Are you a stellar
communicator and story-teller? Would you like to pioneer new marketing strategies that will unlock the vast
potential of the rural customers in Nigeria and other parts of sub-Saharan Africa? If so, you might be a great
fit for our company. The ideal candidate for this position has a positive attitude, a tireless work ethic and an
insatiable appetite for growth.

Husk is seeking an experienced leader for the role of Head of Marketing in Nigeria. This individual will play
an integral role in the creating company-wide Go-to-market strategy, designing creative campaigns,
benchmarking performance of all campaigns, effectively utilizing marketing analytics and ultimately driving
the initiatives responsible for attracting potential customers as well as retaining existing ones. The candidate is
expected to drive sales through effective marketing campaigns, manage and motivate the team under him/her
and coordinate and implement all marketing campaigns in the field. The candidate is expected to analyze
daily, weekly and monthly results, spot trends and act on them quickly. We are looking for someone who has
a solid experience in managing customer relationship and loves to grow customer satisfaction. This position
provides the opportunity to join a growing team that is changing the face of rural electrification in many
countries in India and Africa, including Tanzania, Nigeria etc.

Key responsibilities include:

• Design a go to market strategy for the company to drive growth of customer base by 10x in 3 years.
• Devise effective digital marketing plan and engagement process for rural customer base.
• Organize promotional events at our power plant sites to create mass awareness and develop market
campaigns that resonate with rural customers’ aspirations.
• Hire a team of marketing associates and help field sales team acquire customers for Husk mini-grids
and for energy efficient electrical appliances (LEDs, LED TV etc).
• Develop strategies for organizing focus groups that can provide relevant insights that can be used to
define right set of marketing plan.
• Communicate with senior management about marketing initiatives and project metrics.
• Build a measurement system for determining the success of each marketing program. Measure and
report performance of all campaigns, and assess against goals (ROI and KPIs).
• Leverage Husk strategic partnership with OEMs like Havells, LG, Signify and others (across
countries) to build co-branded marketing and branding plan.
Detailed Responsibilities
Overall Leadership and Management
• Lead overall go to market strategy across entire product and services portfolio that Husk offers to
customers in several states in India.
• Prepare and manage marketing budget at Husk India level.
• Recruit and lead a stellar team of marketing personnel to drive our goal of adding 50,000 new
customers in three years.
• Ensure the sales and operations team is seamlessly plugged in the marketing activities to ensure
ongoing customer acquisition and product sales.
• Mentor direct reports to cultivate skills that makes our B2C strategy successful on the ground
• Support the implementation of creative technology solutions for the brand that increase efficiency,
reduce spend and increase marketing reach.
• Prepare marketing report by collecting, analyzing and summarizing campaign and sales data.

Go to market strategy and managing marketing campaigns

• Manage the execution of marketing plans and programs, both short and medium range, to support
sales and revenue objectives.
• Develop B2C electrical appliance sales campaigns to capitalize on festival season and encourage our
customers to acquire modern branded appliances like LED TVs, fans, refrigerators and freezers etc.
• Identify weaknesses in existing marketing campaigns and develop pragmatic solutions within
budgetary constraints.
• Engage creative agencies to help produce stellar and effective campaign collaterals.
• Identify strategically aligned local partnership opportunities (traditional and non-traditional) and
develop local programs (including outlet visibility and activation) to support

Analytics and generating actionable insights

• Analyze historical data from campaigns and available research reports to build and improve
marketing campaigns regularly.
• Use data to inform decision-making for strategy development and adjustments as necessary
• Track platform engagement and effectiveness through appropriate analytical tools

Customer Satisfaction
• Exceeding customer expectation is what Husk aspires to do every day. You will be responsible for
developing a customer satisfaction model and tracking customer satisfaction
• Ensure that customer satisfaction matrix is deployed at multiple tiers

Finance and budget management

• Track fluid on-the-go budget spend framework informed by real time campaign performance analysis
that minimizes ineffective spend and maximizes ROI
• Track costs across agencies and technology platform spend
• Track marketing ROI by optimizing content and channel marketing investments
• Test faster and lower cost options for acquiring, engaging and retaining consumers
 Education:
• Bachelor’s degree is required;
• MBA (with a Marketing concentration) is strongly preferred

Relevant Experience in years:

• 7+ years of total experience in Consumer Marketing function (B2C) with a preference to the ones
who are exposed to retail/fast moving consumer goods industry
• Proven track record of innovative consumer marketing accomplishments/high impact results (based
on metrics/ROI)
• Good understanding of consumer insights and primary research concepts and tactics such as home
use testing, focus groups, surveys, attitudinal, ethnographic and concept testing.
• Ability to work under pressure and to deadline in an independent capacity. To be a self-starter and
self-motivator, working effectively with minimal direction
• Strong in storytelling and have excellent communication skills
• Analytically inclined with ability to run numbers to determine ROI and effectiveness of campaigns
• Passion for rural development
• Influential Leader. Knows how to build, communicate and defend a position and has a demonstrated
ability to engage and influence others—up, down and across—to effectively lead.
• Experience in FMCG (fast moving consumer goods)/telecom/MFI sector preferred

Location and Travel:

• This role is based in Abuja, Nigeria
• Intermittent travel to rural areas would be required.

DISCLAIMER:

This is an exhaustive list of all principal accountabilities, dimension of the job, and person specifications. While this is
intended to be accurate reflection of the current job, management reserves the right to revise the job or to require that
other or different tasks be performed when circumstances change (e.g. emergencies, change in personnel, workload,
technological developments, or organization developments).