Head of Marketing

Role Summary

• The Head of Marketing leads the consolidation and professionalisation of the organisation's fragmented marketing function into a cohesive, strategy-driven engine. You will own the B2B pharma channel strategy, digital transformation ecommerce and CRM, and healthcare professional engagement—driving revenue growth, market presence, and sales enablement.
• Reporting to the GM of Sales and Marketing, you will have operational autonomy to build systems, lead a small team media and design, and coordinate with regional business development managers.
• This is a 12-month transformational role focused on consolidating disparate efforts into an Integrated B2B and digital marketing operations.

Reporting Line & Team Structure

Reports to: GM of Sales and Marketing

Direct Reports 2–4:

• Digital & Social Media Manager
• Graphic Designer
• Additional marketing support roles to be determined based on roadmap

Key Cross-Functional Relationships: Regional BDMs West, North, East, Lagos; Sales leadership; Communications/HR; Product management

Key Responsibilities

Marketing Function Consolidation & Leadership

• Consolidate the media team currently operating without formal leadership into a structured marketing operation with clear roles, responsibilities, and performance expectations.
• Establish marketing governance, workflows, and decision-making frameworks; design processes for campaign planning, approval, and execution.
• Create a marketing calendar aligned with our commercial roadmap and sales cycles.
• Define marketing competencies and build capability within the team budget, strategy, digital marketing, B2B communications.

 B2B/Pharma Channel Strategy & Healthcare Professional Engagement

• Develop and execute a B2B marketing strategy targeting distributors, hospital pharmacies, healthcare professionals, and clinic networks across our pharma portfolio.
• Build relationships with key opinion leaders KOLs, healthcare professionals, and institutional buyers; support the sales team with compelling positioning, case studies, and educational content.
• Design and execute healthcare professional engagement programs conferences, training, digital communications, clinical evidence dissemination.
• Work with regional BDMs to ensure consistent messaging, brand guidelines, and campaign execution while allowing regional customisation where appropriate.
• Coordinate with Sales leadership to align marketing efforts with territory priorities and revenue targets.

Digital Transformation & Omnichannel Marketing

• Lead the design and launch of our e-commerce and digital ordering capabilities for both B2B and B2C channels.
• Oversee the implementation and adoption of CRM tools to track customer interactions, manage campaigns, and enable data-driven decision-making.
• Develop digital marketing strategy and campaigns social media, email, digital advertising to drive B2B partner activation and awareness.
• Establish digital marketing KPIs and reporting dashboards traffic, conversion, engagement, cost-per-acquisition.
• Manage the integration of digital channels with traditional sales efforts to create a seamless omnichannel experience.

Sales Enablement & Campaign Management

• Develop sales collateral, product positioning, competitive intelligence, and marketing materials brochures, fact sheets, presentations that support the sales team.
• Design and execute integrated marketing campaigns aligned with Go-to-Market strategies and quarterly sales targets.
• Track campaign performance, ROI, and lead generation metrics; continuously optimise for efficiency and effectiveness.
• Work with product and sales teams to ensure launch readiness and market positioning for new products.

Brand & Communications

• Ensure consistent brand messaging, visual identity, and tone of voice across all B2B and digital channels.
• Develop and maintain brand guidelines, templates, and asset libraries for internal and external use.
• Coordinate with external agencies design, media, PR on campaigns and initiatives.
• Manage our corporate reputation and external communications regarding pharma products and brand launches.

Required Qualifications & Experience

• 8–12 years of marketing experience in a mid-to-senior level role.
• Proven experience consolidating fragmented marketing functions, restructuring teams, or scaling marketing operations.
• Demonstrated success in B2B, pharma, FMCG, or healthcare marketing nice-to-have; not required if strong general marketing background.
• Experience launching or scaling ecommerce, digital transformation, or CRM initiatives.
• Demonstrated ability to lead and develop a team; experience managing cross-functional stakeholders and matrix relationships.
• Proficiency with marketing tools and platforms CRM, email marketing, social media management, analytics, design tools.
• Strong analytical mindset: ability to define metrics, track performance, and make data-driven decisions.
• Tertiary education in Marketing, Communications, Business, or a related field.

Key Competencies

• Strategic Thinking: Ability to develop long-term marketing strategies aligned with business objectives.
• Operational Excellence: Strong execution skills; ability to translate strategy into plans, manage resources, and deliver results.
• Relationship Building: Ability to influence stakeholders, work across functions sales, product, operations, and build strong team dynamics.
• Digital Fluency: Comfort with digital channels, tools, and analytics; continuous learning mindset for emerging technologies.
• Problem-Solving: Resourcefulness; ability to diagnose issues, propose solutions, and adapt to a fast-changing environment.
• Communication: Clear written and verbal communication; ability to articulate insights to both technical and non-technical audiences.
• Organisational Discipline: Detail-oriented; strong project management and time management skills.

Success Metrics & KPIs Year 1

• Revenue Growth: B2B pharma channel revenue growth vs. baseline and GM targets.
• Customer Engagement: Number of active distributors and healthcare professional relationships; relationship quality scores.
• Digital Adoption: E-commerce GMV; CRM adoption rate; digital channel traffic and conversion rates.
• Campaign Performance: Lead generation volume; cost-per-acquisition CPA; campaign ROI.
• Organisational Health: Marketing team capability assessments; cross-functional feedback from sales and product teams; on-time delivery of marketing support materials.
• Process Maturity: Marketing governance framework in place; marketing calendar and campaign cadence established; team aligned on brand guidelines and messaging.

Decision-Making Authority & Budget Scope

• Owns marketing strategy, planning, and execution within the budget envelope set by the GM of Sales and Marketing.
• Authorises marketing campaigns, collateral, and digital initiatives subject to brand compliance and financial guardrails.
• Manages team hiring, development, and performance with HR and GM input on compensation and headcount.
• Recommends marketing technology stack and external agency partnerships subject to procurement and finance approval.
• Reports monthly to the GM on marketing performance against KPIs and recommends strategy adjustments as needed.

Key Working Relationships

• GM of Sales & Marketing: Strategic partner; defines quarterly priorities and success metrics.
• Receives monthly performance reviews and strategic recommendations.
• Regional BDMs West, North, East, Lagos: Receive marketing strategy, campaigns, and
• collateral; provide feedback on market needs and effectiveness. Coordinate on territory-level campaigns.
• Sales Team: Direct support for lead generation, sales enablement, and campaign success.
• Regular communication on pain points and feedback.
• Product Management: Alignment on product positioning, launches, and competitive strategy.
• Operations & Finance: Budget management, procurement, and reporting.
• External Agencies: Design, media, CRM technology partners.

Physical Requirements

• Based in Lagos; occasional travel to regional offices or customer visits.
• Comfortable with standard office environment and digital collaboration tools.