Marketing Officer

Role title

Marketing Officer - Buyer Product

Department

Marketing / Buyer Product Marketing

Location

Accra, Ghana, with travel to buyer meetings, trade events, partner locations, fulfilment centres and other operating markets as required

Grade

Officer-level role; final internal grade and band subject to the approved job-grading framework

Reports to

Marketing Manager

Direct reports

Marketing Interns assigned to the Buyer Product portfolio

PRIMARY MANDATE Execute measurable digital, performance, growth and product-marketing strategies that grow qualified awareness, lead generation, verified sign-ups, activation, adoption and retention for CF Buyer, while giving the Marketing Manager and Sales team reliable visibility and control over campaign performance and lead conversion.

Detailed responsibilities

Buyer marketing planning and campaign execution

Translate the approved Buyer Product marketing strategy, commercial goals, buyer-segment priorities, category focus and market targets into quarterly and monthly campaign plans with audiences, accounts, propositions, channels, journeys, budgets, owners, dependencies, milestones and success measures.

Maintain an integrated campaign calendar covering always-on demand generation, product releases, category and origin stories, buyer education, account-based plays, trade events, partnerships, referrals, onboarding, adoption, repeat use and reactivation.

Prepare clear campaign briefs that define the buyer problem, target segment or account tier, proposition, evidence, call to action, lead journey, creative requirements, Sales handoff, tracking, budget, risks and approval route before execution.

Coordinate campaign readiness with Marketing, Growth, Product, Sales, Customer Success, Field Operations, Supply Chain, QA, Data and Finance and escalate missing capacity, proof, product, tracking or delivery dependencies before launch.

Execute approved campaigns on schedule, monitor leading indicators at the agreed cadence, document variance and implement approved optimization or recovery actions.

Segmentation, account targeting and buyer insight

Segment buyer audiences by market, organization type, category, product specification, volume, procurement model, urgency, buying stage, decision role, strategic value and likelihood to transact.

Work with Sales to maintain approved ideal-customer profiles, priority segments, named-account lists, personas, buying committees, qualification criteria, exclusions and coverage plans.

Use buyer interviews, Sales calls, lost-opportunity reasons, web and product data, surveys, campaign evidence and market observation to understand sourcing needs, procurement cycles, objections, trust barriers and channel preferences.

Translate approved value propositions into accurate, specific messages on sourcing access, quality, traceability, reliability, speed, transparency and service without overstating available supply, certifications, pricing, delivery performance or product capability.

Maintain reusable segment profiles, buying-committee maps, message matrices, objection responses, proof points and insight records and ensure every campaign is grounded in an evidenced buyer problem or opportunity.

Digital, performance, account-based and growth marketing

Execute approved paid, owned, earned, account-based, referral and partner campaigns across web, search, LinkedIn and other social platforms, email, messaging, content, webinars, events and relevant trade channels.

Build or coordinate landing pages, lead forms, campaign links, gated content, webinar journeys, nurture sequences, account outreach support and calls to action that connect cleanly to CF Buyer registration or Sales follow-up.

Apply consistent campaign naming, tagging, source, medium, market, segment, category, account and creative taxonomy so material activity can be attributed from spend and engagement through lead, sign-up, activation, pipeline influence and repeat use.

Monitor audience and account quality, engagement depth, conversion, frequency, cost per stage, saturation, fraud, Sales acceptance and cohort quality and recommend scale, refine, pause or stop actions with evidence.

Run approved tests on audience, proposition, proof, creative, channel, timing, landing journey, lead magnet, nurture and activation support with a documented hypothesis, success metric, guardrail and decision.

Do not use purchased low-quality lists, deceptive personalization, fabricated urgency, unsupported buyer or supplier claims, hidden conditions, dark patterns or unauthorized discounts and incentives to inflate performance.

Lead management, Sales coordination and pipeline visibility

Define and apply approved lead, marketing-qualified lead, Sales-accepted lead, account, contact, consent, source, assignment, acceptance, rejection, recycling and suppression rules with Sales, Growth, Product and Data owners.

Ensure every captured prospect has the minimum required organization, contact, role, market, category, volume or need, consent, source and next-action information and correct duplicate, incomplete, fraudulent or non-serviceable records before credit is claimed.

Route leads and account signals to the correct Sales owner within the agreed SLA, monitor acceptance, first contact and disposition, and resolve ageing, ownership gaps and repeated rejection reasons.

Operate a weekly campaign-to-pipeline review with Sales covering source quality, lead status, conversion, blocked follow-up, content needs, account signals, upcoming campaigns, attribution gaps and recovery actions.

Use channel, account and cohort data to diagnose leakage from response to qualification, qualification to registration, registration to verification and verification to activation and coordinate the appropriate marketing, Sales, Product or service response.

Maintain relevant nurture and recycling journeys for prospects not yet ready, subject to consent, buying stage and account strategy, and prevent duplicated or conflicting contact from Marketing and Sales.

Product activation, lifecycle engagement and retention

Partner with Product, Growth, Sales and Customer Success to understand the approved CF Buyer activation definition, priority workflows, release changes, adoption barriers and support requirements by segment.

Create and execute approved onboarding, education, sourcing-readiness, feature-adoption, reminder, category, milestone, referral, retention and reactivation communications across the channels available to each cohort.

Help buyers prepare complete, actionable sourcing briefs and understand relevant workflows such as registration, verification, specification capture, RFQ or quote interaction, sample or order milestones, tracking and reporting.

Track time-to-activation, journey completion, meaningful use, drop-off, repeat behaviour, inactivity, opt-out and reactivation and distinguish marketing gaps from product, supply, pricing, quality, fulfilment or Sales-execution failures.

Close the loop with accountable teams on recurring friction and avoid using repeated campaigns, incentives or messaging to conceal unresolved product or service problems.

Content, thought leadership and sales enablement

Develop or coordinate segment-specific campaign concepts, category and origin stories, buyer case studies, reports, articles, FAQs, product explainers, webinars, presentations, email sequences, sales collateral, event materials and digital assets within approved standards.

Translate product, crop, quality, traceability, fulfilment and commercial information into clear buyer-facing communication without changing technical meaning, making unauthorized commitments or presenting future functionality or capacity as available.

Maintain a controlled library of current approved Buyer Product assets by market, segment, category, channel, buying stage, campaign and product version and withdraw