Head of Marketing - B2B, B2B2C

Boyden; Fatih; On-site; TRY 900,000 - 1,500,000; Full time

Job summary

Boyden seeks a hands-on Head of Marketing for a leading multinational B2B/B2B2C group operating in Türkiye. You will own end-to-end marketing strategy, brand management, digital growth, e-commerce, CRM, customer experience and new services development.

Reporting to the General Manager, you will lead a high-impact team, manage agencies, and drive cross-functional commercial initiatives across markets while shaping the marketing agenda and ensuring execution excellence.

Qualifications

• Bachelor’s degree in Marketing, Business, Economics or a related field; postgraduate qualification is advantageous.
• At least 10 years of progressive experience across marketing, business development or related functions.
• Demonstrated responsibility for a broad marketing agenda, preferably within multinational wholesale, B2B or B2B2C.
• Strong experience in strategic marketing, brand management, digital marketing, customer experience and market research.
• Proven exposure to e-commerce, CRM, customer-lifecycle management, segmentation and marketing analytics.

Responsibilities

• Develop the annual marketing strategy, priorities, objectives and action plans in line with company goals.
• Manage brand positioning, corporate identity and integrated marketing communications.
• Plan and manage the marketing budget, prioritising resources and monitoring expenditure.
• Lead campaigns, content, digital channels, exhibitions, events and marketing materials.
• Monitor and improve marketing’s contribution to sales objectives and customer needs.
• Identify and evaluate new business opportunities, customer segments and growth areas.
• Support development of collaborations with strategic customers and partners.
• Coordinate initiatives relating to new services, solutions and revenue models.
• Translate customer and market insights into commercially viable opportunities.
• Collaborate with global and regional teams on relevant business development initiatives.
• Develop and implement the strategy and roadmap for value-added services.
• Strengthen the value proposition, delivery model and growth potential of services across segments.
• Work with functions on service pricing, revenue tracking, SAP records and performance measurement.
• Promote knowledge sharing and alignment with global teams and subsidiaries.
• Lead customer segmentation, journey and value-proposition initiatives.
• Generate insights through NPS, interviews, market research and feedback.
• Identify customer-experience improvement areas and translate into action plans.
• Support a consistent and differentiated customer experience across channels.

Skills

Brand management

Digital marketing

E-commerce

CRM

Customer experience

Strategic thinking

Leadership

Budget management

Market research

Cross-functional collaboration

Education

Bachelor’s degree in Marketing/Business

Postgraduate qualification advantageous

Tools

SAP

CRM platforms

Marketing automation

Web analytics

E-commerce platforms

Job description

We are seeking a hands-on, commercially minded Head of Marketing for a leading multinational B2B, B2B2C company with a broad product portfolio and a strong sales and distribution network in Türkiye.

Reporting directly to the General Manager, the Head of Marketing will assume end-to-end responsibility for marketing strategy, brand management, digital growth, e-commerce, CRM, customer experience, business development and value-added services.

The successful candidate will be expected to shape the marketing agenda while remaining closely involved in execution, team leadership, agency management and cross-functional commercial initiatives.

The role will play a central part in strengthening brand positioning, generating customer demand, accelerating digital and e-commerce growth, improving customer engagement and identifying new sources of sustainable and profitable revenue.

Key Responsibilities

Marketing Strategy and Brand Management

• Develop the annual marketing strategy, priorities, objectives and action plans in line with company goals.
• Manage brand positioning, corporate identity and integrated marketing communications.
• Plan and manage the marketing budget, prioritising resources and monitoring expenditure.
• Lead campaigns, content, digital channels, exhibitions, events and marketing materials.
• Monitor and improve marketing’s contribution to sales objectives and customer needs.

Business Development and Strategic Partnerships

• Identify and evaluate new business opportunities, customer segments and growth areas.
• Support the development of collaboration opportunities with strategic customers and business partners.
• Coordinate initiatives relating to new services, solutions and revenue models.
• Translate customer and market insights into commercially viable opportunities.
• Collaborate with global and regional teams on relevant business development initiatives.

Value Added Services

• Develop and implement the strategy and roadmap for value-added services.
• Strengthen the value proposition, delivery model and growth potential of services for different customer segments.
• Work with relevant functions on service pricing, revenue tracking, SAP records and performance measurement.
• Promote knowledge sharing and alignment with global teams and other subsidiaries.

Customer Experience Segmentation and Insights

• Lead customer segmentation, customer journey and value-proposition initiatives.
• Generate insights through NPS, customer interviews, market research and feedback.
• Identify customer-experience improvement areas and translate them into action plans with relevant functions.
• Support a consistent and differentiated customer experience across channels and touchpoints.

Strategic Transformation

• Contribute to the company’s strategic planning and prioritisation processes.
• Lead or support transformation projects related to growth, customer experience and commercial development.
• Promote process improvement and stronger cross-functional collaboration.
• Convert customer, market and organisational insights into strategic recommendations.
• Contribute to change and development programmes aligned with company priorities.

E-Commerce and Digital Sales

• Develop the company’s e-commerce strategy, growth priorities and channel roadmap.
• Drive online sales, profitability, traffic, conversion and customer acquisition performance.
• Improve the e-commerce customer experience, product content, navigation and availability.
• Coordinate digital assortment, pricing, campaigns and promotions with the relevant sales and product teams.
• Develop effective B2B and B2C digital sales solutions and identify opportunities across new platforms and marketplaces.
• Translate online customer behaviour and performance data into actionable sales and marketing initiatives.
• Work closely with sales, IT, supply chain, finance and customer service to ensure effective e-commerce execution and a consistent customer experience.

Team and Performance Management

• Set departmental objectives and KPIs, prioritise work plans and monitor results.
• Clarify team members’ roles, responsibilities, performance expectations and development objectives.
• Promote collaboration, accountability and continuous improvement within the team.
• Manage people, budgets, agencies and external resources in line with business priorities.
• Report the commercial impact of marketing activities clearly to senior management.

Stakeholder Management

• Work closely with the General Manager, leadership team, sales, product management, finance, human resources, procurement, operations and logistics.
• Build effective relationships with customers, dealers, architects, project companies, strategic partners, consultants, agencies and suppliers.
• Maintain strong coordination with global teams and other subsidiaries.

Experience and Qualifications

• Bachelor’s degree in Marketing, Business Administration, Economics, Engineering or a related discipline; a postgraduate qualification would be an advantage.
• At least 10 years of progressive experience across marketing, business development, commercial management or related functions.
• Demonstrated responsibility for a broad marketing agenda, preferably within a multinational wholesale, B2B, B2B2C organisation.
• Strong experience in strategic marketing, brand management, digital marketing, customer experience and market research.
• Proven exposure to e-commerce, CRM, customer-lifecycle management, segmentation and marketing analytics.
• Ability to connect marketing activities with measurable commercial outcomes, including revenue, margin, lead generation, customer acquisition and retention.
• Experience developing new services, business models, partnerships or revenue streams would be valuable.
• Strong financial and commercial understanding, including budget management, business-case development and return-on-investment analysis.
• Experience leading teams, agencies, technology providers and cross-functional projects.
• Familiarity with CRM, marketing automation, web analytics, e-commerce and reporting platforms.
• Knowledge of SAP or similar enterprise systems would be an advantage.
• Fluent written and spoken English.
• Strategic thinking combined with a hands-on approach to implementation.
• Strong customer and commercial orientation.
• Ability to translate data and insights into practical business action.
• Digital fluency and openness to emerging technologies.
• Strong project, budget and resource-management capabilities.
• Ability to lead change and operate effectively in an evolving organisation.
• Strong communication, influencing and stakeholder-management skills.
• Collaborative leadership style and the ability to work across functions and cultures.
• Ability to develop, motivate and empower teams.
• High levels of ownership, agility and accountability.

Note: This job description is intended to provide a general overview of the position and its responsibilities. It is not an exhaustive list, and other duties may be assigned as needed to meet the company's objectives.