Growth & Go-to-Market Strategy

• Co-create (with Sales and Product) a sales growth strategy that increases profitable B2C and B2B customer acquisition, market share and lifetime value;
• Build and lead a best-in-class performance marketing capability across paid media, Search Engine Optimisation (SEO)/App Store Optimisation (ASO), affiliates/partners and direct response creative; scale always-on acquisition while maintaining brand and compliance standards.
• Own full-funnel performance from awareness to purchase, onboarding and early-life activation, including targets and operating rhythms (Customer Acquisition Cost/Cost per Acquisition (CAC/CPA), conversion, Lifetime Value (LTV), payback); report performance and actions to EXCO.
• Drive continuous optimisation via test-and-learn, creative/landing page improvement and channel mix optimisation, underpinned by robust measurement.
• Own performance measurement and attribution in partnership with Data/Finance, and enable it through the Marketing Technology (MarTech) roadmap (Customer Data Platform/Customer Relationship Management (CDP/CRM), automation, personalisation, analytics/BI, testing, consent management and integrations).
• Build customer and market insight and competitor/category intelligence to identify growth opportunities, inform offer strategy and improve media efficiency.
• Provide strategic marketing support to B2B teams (value propositions, partner enablement and lead generation) aligned to overall growth priorities.

Brand Equity, Communications & Reputation

• Define, protect and enhance the Tracker brand strategy, architecture and positioning to strengthen brand equity and differentiation.
• Own the annual brand and communications plan and calendar (brand, product, trade/partner and internal comms), including objectives, key moments and performance metrics.
• Drive brand visibility through high-impact activations (events, conferences, sponsorships, PR and partnerships) aligned to priority segments and commercial outcomes.
• Own public relations: media relations, thought leadership, corporate announcements, spokesperson preparation, and issues/crisis communications with Executive, Legal and Risk.
• Lead content and channel strategy (web, app, social, email, paid and earned) to maximise reach, engagement, conversion and advocacy.
• Establish a modern content/creative operating model (including AI-assisted production where appropriate) to improve throughput and effectiveness, within brand and compliance guardrails.
• Oversee reputation management and brand governance (standards, trademarks, social listening and community engagement), ensuring fast, coordinated responses to issues.

Budgeting and Expense Management

• Own the annual Marketing budgeting process and manage spend to deliver agreed strategic priorities and commercial outcomes.
• Approve all Marketing related operational and staff cost
• Attend monthly management account meetings on variances and financial reporting.

Customer Growth, Retention & NPS

• Jointly own (with Customer Service, Operations and Product) the end-to-end B2C retention and lifecycle growth strategy (onboarding, activation, engagement, churn reduction and win-back).
• Own lifecycle and CRM performance across owned channels (email, SMS, push, in-app and personalisation): journeys, segmentation and offer strategy aligned to customer needs and commercial outcomes.
• Grow value from the base through cross-sell/upsell, reactivation and referrals/advocacy, in alignment with Product pricing/packaging and Service execution.
• Run a lifecycle test-and-learn programme (journeys, messaging, incentives, timing, creative and channel mix) with Data, using cohort analysis and incrementality where feasible.
• Set lifecycle and experience targets and reporting (retention, churn, engagement, NPS and incremental revenue from the base) and chair the Customer Centricity Steerco to drive cross-functional accountability.
• Own customer experience measurement and closed-loop feedback (VOC, surveys, complaints, reviews, social listening, analytics), translating insights into prioritised fixes and communicating improvements to customers.
• Build and lead (directly or through a CRM/Lifecycle lead and partners) the capability and governance required to scale lifecycle performance, including POPIA-compliant consent and preference management.

Agency and Supplier Relationships

• Compile and manage contracts with all agencies and suppliers, including NDAs and renewals
• Play a lead role in briefing business development opportunities to agencies.
• Manage the relationship with agencies against agreed Service Level Agreements.

People and Culture

• Lead and develop the Marketing team, including performance management and capability building.
• Build a culture of collaboration and clear communication across stakeholders.
• Partner with HR to shape and support the Employee Value Proposition (EVP) and employer brand (internal communications, culture storytelling and talent attraction) aligned to Tracker’s values.