Job Description
Role Overview
• The Head of Marketing & Branding in GIG Mobility GIGM is a leadership role responsible for building, scaling, and protecting GIGM’s brand while driving sustainable growth through AI-enabled, data-driven, 360-degree customer-centric marketing strategies.
• GIGM is Nigeria’s foremost technology-driven mobility platform with domestic and regional presence in Nigeria and Africa. Operating for over three decades, GIGM stands as a revolutionary leader in the mobility space, leading a series of innovations in the industry.
Core Objectives of the Role:
• Maintain a strong, differentiated, and trusted brand across all customer touchpoints.
• Drive revenue growth and demand generation leveraging integrated marketing strategies.
• Embed automation, intelligence, and experimentation into marketing operations.
• Deliver measurable marketing KPIs aligned to enterprise goals and global standards.
• Manage and develop a future-ready marketing team fluent in AI and digital tools.
Key Responsibilities
Marketing Strategy, Leadership & AI Adoption:
• Own the end-to-end marketing and branding strategy aligned with corporate objectives.
• Create and implement end-to-end marketing strategies aligned to corporate goals.
• Lead the adoption of AI-driven marketing capabilities across planning, execution, measurement, and optimisation.
• Partner with Product, Sales, Data, and Technology teams to embed marketing intelligence across the organisation.
Brand Strategy, Positioning & Reputation:
• Define and evolve brand purpose, positioning, narrative, and identity in line with market dynamics and customer expectations.
• Ensure brand consistency across digital platforms, customer journeys, physical touchpoints, and communications.
• Use AI-powered social listening, sentiment analysis, and trend detection tools to manage brand perception in real time.
• Lead thought leadership, PR, employer branding, and reputation management initiatives.
AI-Driven Demand Generation & Growth Marketing:
• Design and execute full-funnel acquisition, conversion, retention, and reactivation strategies.
• Optimise:
• Customer acquisition cost CAC
• Lifetime value CLV
• Conversion rates and churn
• Oversee performance marketing across paid media, search, social, partnerships, and emerging channels.
• Lead experimentation frameworks A/B testing, multivariate testing powered by AI insights.
Customer Experience, Personalisation & Lifecycle Marketing
• Integrate CRM, marketing automation, and CDP platforms to enable intelligent lifecycle marketing.
• Collaborate with CX and Operations teams to ensure marketing promises align with service delivery.
Content, Digital & Marketing Automation
• Lead content strategy across owned, earned, and paid channels using AI/AI tools to:
• Inform ideation and topic relevance
• Reduce content creation cost and optimise content creation efficiency by leveraging AI-generated videos.
• Optimise content performance and distribution.
• Ensure responsible use of generative AI while protecting brand tone, accuracy, and trust.
• Continuously optimise digital platforms website, apps, social, email using behavioural analytics.
Data, Analytics & Marketing Intelligence:
• Build a marketing intelligence framework with clear KPIs and dashboards.
• Use predictive analytics and AI-powered reporting to guide decision-making and budget allocation.
• Present insights, forecasts, and performance reports to executive leadership and the board.
• Ensure data governance, privacy, and ethical AI usage in line with regulatory standards.
Team Leadership & Capability Building:
• Build and lead a high-performance, multidisciplinary marketing team.
• Upskill the team in AI literacy, data interpretation, automation tools, and modern marketing practices.
• Foster a culture of innovation, accountability, learning, and outcome ownership.
• Manage agency partners, technology vendors, and consultants.
Qualifications & Experience
Required:
• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 7+ years of progressive marketing experience.
• 2+ years in a senior leadership role.
• Proven success leading integrated, data-driven marketing initiatives.
Additional preferences:
• Experience in digitally-enabled or high-growth environments.
• MBA or relevant professional certifications.
Required Competencies & Skills:
• Strategic & Commercial Acumen: Strong understanding of business models, revenue drivers, and growth economics.
• AI & Digital Fluency
• Hands-on experience with AI applications in marketing:
• Marketing automation
• Predictive analytics
• Personalisation engines
• Performance optimisation tools
• Comfortable working with MarTech stacks CRM, analytics, automation platforms.
• Brand & Creative Leadership: Ability to balance data, creativity, storytelling, and human insight.
• Data-Driven Decision Making: Advanced analytical mindset with the ability to translate data into action.
• Leadership & Influence: Proven ability to lead teams and influence cross-functional stakeholders.