Head of Marketing (Growth Marketing)

About the role

We are looking for a senior marketing leader to shape GSM’s brand and growth strategy in Côte d'Ivoire. The role combines brand building, performance marketing, CRM, partnerships and local activations to position GSM as the leading sustainable mobility platform.

Key responsibilities

• Develop and execute a localized marketing strategy aligned with business objectives, increasing brand awareness and reputation.
• Lead brand‑focused initiatives including PR, media relations, sponsorships and community engagement.
• Drive rider acquisition, activation, retention and re‑activation through data‑driven campaigns.
• Manage driver recruitment and engagement programs to ensure a healthy supply.
• Oversee CRM, lifecycle marketing, referral programs and promotional campaigns.
• Plan and optimise digital advertising across Meta, Google, TikTok and other relevant channels.
• Control marketing budgets and monitor KPIs such as CAC, LTV, conversion, retention, ROI and overall campaign effectiveness.
• Build and lead a high‑performing local marketing team, collaborating with Operations, Product, Commercial and Global Growth teams.
• Manage relationships with agencies, media partners and external vendors.

Required profile

• Bachelor’s degree in Marketing, Business Administration, Communications or related field; MBA is a plus.
• 8+ years of experience in marketing, growth or brand roles, with at least 3 years in a leadership position.
• Background in ride‑hailing, mobility, marketplaces, delivery or fintech is highly preferred.
• Proven track record of launching or scaling products in emerging markets.
• Fluent in English and French; additional local languages are an advantage.

Required skills

• Meta Ads
• Google Ads
• TikTok Ads
• CRM platforms
• Data analytics