Peach Cars is an e-commerce solution revolutionizing car ownership in sub-Saharan Africa. We started with an automotive marketplace, leveraging technology and robust offline operations to reduce pain points in the market for locally-used vehicles, delivering quality, convenience, and value to our customers.
Role Overview
As the Head of Marketing, you will own Peach Cars’ end-to-end marketing strategy, execution, and performance, driving high-quality demand, brand consistency, and sustainable growth. This role is responsible for stabilising and optimising a hybrid marketing model comprising internal teams (trade marketing, creatives, content) and external partners (brand and digital agencies), while building the roadmap for a steady marketing team for scale. It carries full accountability for the performance, capability, and engagement of the marketing team, ensuring the function is structured, led, and developed to deliver sustainable growth. You will bring strategic clarity, strong execution discipline, and people leadership to transform marketing into a predictable, scalable growth engine aligned to commercial outcomes. The successful candidate will be someone who can elevate the Peach Cars brand to a top-tier brand in Kenya (think Java, Naivas, etc) seamlessly.
Key Responsibilities
Specifically, the Head of Marketing at Peach can expect to lead/own the following elements at country level:
1. Marketing Strategy and Strategic Planning
- Own and articulate a clear, integrated marketing strategy that aligns brand, demand generation, and customer acquisition across the funnel, revenue lines and channels.
- Translate company growth targets into a coherent growth architecture clearly defining: priority customer segments, channel mix (offline, digital, partnerships, brand) and funnel ownership handoffs.
- Design and continuously refine the marketing operating model including: team structure and reporting lines; agency governance and cadence and budget ownership and controls.
- Introduce and own function based strategic planning rhythms (monthly, quarterly, campaign retrospectives, experimentation cycles).
- Ensure marketing strategy is clearly communicated, understood, and executed consistently across the organization.
2. Hybrid Model Management (Internal + External)
- Lead and coordinate a desegregated marketing ecosystem, including: outsourced digital lead generation, external brand agency (hero campaigns & brand assets) and Internal trade marketing, creative, and content teams
- Establish clear roles, accountability, SLAs, and performance metrics across all partners and revisit regularly as capability matures.
- Ensure brand consistency, message clarity, and execution excellence across all touchpoints.
3. Lead Generation
- Stabilise short-term digital performance through strong agency management and oversight while building long term capability.
- Build internal capability, systems, and governance to sustainably own paid media, performance tracking, and optimisation.
- Oversee the trade marketing funnel responsible for offline lead generation, activations, and partnerships.
- Ensure activations are data-driven, well-branded, and optimised for conversion and ROI.
- Strengthen feedback loops between offline leads, sales outcomes, and marketing optimization.
4. Brand Strategy & Visibility
- Own Peach Cars’ brand strategy, positioning, and visibility across channels.
- Partner with the brand agency on high-impact hero interventions while ensuring day-to-day brand consistency internally.
- Ensure all creative, content, and campaigns reflect Peach’s values, tone, and customer promise.
5. Creative & Content Leadership
- Lead the creative team (designers, content developers, blog writer) to deliver compelling, consistent, and conversion-oriented assets.
- Ensure content supports the full funnel: awareness, consideration, trust-building, and conversion.
- Establish content calendars, briefs, review standards, and performance metrics.
6. Performance Management, Analytics & ROI
- Establish a marketing intelligence and insight loop, using lead and conversion data; customer feedback and CX insights and market and competitor intelligence.
- Define and track clear KPIs across: lead volume and quality; cost per lead and cost per acquisition; brand reach, engagement, and recall; and funnel conversion rates.
- Use data to diagnose underperformance, optimize spend, and continuously improve results.
- Report marketing performance clearly to leadership, linking activity to business outcomes.
- Make trade-offs explicit and evidence based, moving marketing from activity led to outcome led decision making.
7. People Leadership & Team Effectiveness
- Provide end to end leadership to the Marketing function, covering; trade marketing, creative, content and agency partners.
- Set clear operating model with defined roles, responsibilities, decision rights, and collaboration norms across a mixed in-house and outsourced team.
- Directly manage marketing managers, ensuring clarity of expectations, strong execution discipline, and delivery against agreed KPI’s.
- Build a performance driven culture including; clear goal setting and KPI’s for individuals and teams, regular performance reviews and feedback cycles and early identification and resolution of performance gaps.
- Coach and develop team members, strengthening capability in demand generation and funnel thinking, brand consistency and execution excellence, data driven decision making and cross functional collaboration.
8. Cross-Functional Collaboration
- Work closely with Sales, CX, Fleet, Inspection, Product, and People & Culture to ensure marketing initiatives are integrated and effective.
- Partner with Sales and CX leadership to define lead quality standards, SLA’s and shared success metrics.
- Ensure tight alignment between marketing promises and on-ground customer experience.
- Support go-to-market planning for new products, services, or initiatives.
Skills, Knowledge and Expertise
Must-Have Qualifications
- Education: Relevant bachelor’s degree (BA/BSc/HND) in Marketing, Business, Communications, or equivalent experience.
- Experience: 8+ years’ experience in marketing, with at least 3 years in a senior or head-of-function role.
- Domain Expertise: Proven experience driving demand generation, brand building, and funnel optimisation.
- Technical Skills: Strong understanding of digital marketing, performance channels, analytics, and offline activations.
- Leadership: Demonstrated experience leading multi-disciplinary teams and managing agencies.
Nice-to-Have Qualifications
- Experience scaling marketing in a high-growth startup or marketplace.
- Experience transitioning marketing capabilities from outsourced to in-house.
- Exposure to consumer marketplaces, automotive, fintech, or e-commerce sectors.
