Marketing Lead – B2b & B2c | Digital & Offline Marketing

Department: Marketing
Reports To: Head of Business / Management

About the Role

Pack'N'Pay is looking for a creative, commercially minded, and results-driven Marketing Lead to lead our marketing activities across both B2B and B2C markets.

The successful candidate will be responsible for leading both digital and offline marketing activities across Pack'N'Pay's B2B and B2C business segments. This includes digital campaigns, social media, paid advertising, content, lead generation, as well as physical activations, events, field marketing, partnerships, trade activities, and other offline customer acquisition initiatives.

We are looking for someone who understands that marketing goes beyond social media. You should be able to develop campaigns, generate leads, manage digital advertising, coordinate physical activations, work with sales teams, understand different customer segments, and use data to measure marketing performance.

Key Responsibilities

• Develop and execute integrated marketing strategies for both B2B and B2C business segments.
• Lead digital marketing activities across social media, paid advertising, SEO, email, WhatsApp, website, and other relevant digital channels.
• Develop and manage marketing campaigns that generate leads, acquire customers, drive sales, and strengthen brand awareness.
• Develop marketing strategies for Pack'N'Pay's B2C products and services, including consumer-focused offerings such as Osusu and group buy, as well as B2B offerings including retail, Pro, and corporate customers.
• Plan and coordinate offline marketing activities, including activations, trade events, exhibitions, partnerships, community campaigns, and other field marketing initiatives.
• Work closely with the Sales and Customer Experience teams to generate quality leads and improve lead-to-customer conversion.
• Develop content and marketing materials that communicate the company's products, value proposition, promotions, and brand story effectively.
• Manage the company's social media presence and ensure consistent brand communication across all platforms.
• Plan, manage, and optimize paid advertising campaigns across platforms such as Meta, Google, LinkedIn, TikTok, and other relevant channels.
• Conduct market research and competitor analysis to identify customer needs, market opportunities, and emerging trends.
• Develop campaigns targeted at different customer segments, ensuring that B2B and B2C audiences receive appropriate messaging and offers.
• Coordinate with designers, content creators, agencies, vendors, and other marketing partners where required.
• Monitor marketing performance, customer acquisition, campaign conversion, and return on marketing investment.
• Prepare regular marketing reports and provide actionable recommendations to management.
• Manage approved marketing budgets and ensure effective use of marketing resources.
• Support product launches, promotions, new market initiatives, and other business growth projects.
• Continuously identify new and innovative ways to increase brand visibility, customer engagement, and business growth.

Requirements

• Bachelor's Degree or HND in Marketing, Mass Communication, Business Administration, Digital Marketing, Communications, or a related field.
• Minimum of 3 years' relevant experience in marketing, with demonstrated experience across both B2B and B2C marketing.
• Strong practical experience in digital marketing and performance marketing.
• Proven experience managing social media, paid advertising, lead generation, content marketing, and digital campaigns.
• Experience planning and executing offline marketing activities, activations, events, or field campaigns.
• Strong understanding of customer acquisition, marketing funnels, lead generation, and conversion.
• Experience working closely with Sales and Customer Experience teams.
• Strong analytical and reporting skills, with the ability to measure campaign performance and marketing ROI.
• Ability to develop and execute marketing strategies independently.
• Experience in e-commerce, retail, FMCG, fintech, consumer products, technology, or a related industry will be an advantage.

Technical Skills

Candidates should have practical knowledge of some or most of the following:

• Meta Ads / Facebook & Instagram Advertising
• Google Ads
• TikTok Advertising
• LinkedIn Marketing
• SEO and SEM
• Email Marketing
• WhatsApp Marketing
• Google Analytics
• CRM and marketing automation tools
• Social Media Management
• Content Marketing
• Lead Generation
• Campaign Analytics and Reporting

What We Are Looking For

We want someone who is:

• Commercially minded – understands that marketing must contribute to business growth.
• Data-driven – can measure what is working and what is not.
• Creative – able to develop ideas that stand out.
• Hands-on – willing to execute, not just strategize.
• Customer-focused – understands different B2B and B2C customer needs.
• Results-oriented – focused on leads, customers, sales, and measurable outcomes.
• Collaborative – able to work effectively with Sales, Customer Experience, Operations, Technology, and Management.