Group Head of Digital Marketing

Promasidor; Gauteng; On-site; ZAR 1,800,000 - 2,400,000; Full time

Job summary

Promasidor is seeking a Group Head of Digital Marketing to lead strategy, brand performance, and category growth across approximately 30 African markets.

You will drive KPI governance, analytics, and data storytelling for senior leadership, oversee e-commerce initiatives and WhatsApp GTM, and build a high-performing Group Digital Marketing team.

The role requires 8–10 years in digital marketing, FMCG exposure, and fluency in English; French/Portuguese is a plus.

Qualifications

• Bachelor’s or Master’s degree in Marketing, Communications or related field.
• 8–10 years’ digital marketing experience with senior/leadership responsibilities.
• Proven track record in FMCG or multi-market environments.
• Ability to set and drive digital KPIs across multiple markets.
• Strong data storytelling and stakeholder communication skills.

Responsibilities

• Lead Group Digital Marketing strategy and performance.
• Drive multi-market brand growth and category performance.
• Define Group-wide digital KPIs and reporting.
• Oversee e-commerce readiness and WhatsApp Go-To-Market.
• Build and manage Group Digital Marketing team.
• Ensure governance, compliance and budget discipline.

Skills

Digital marketing leadership

KPI setting

Data storytelling

Platform analytics

Multi-market exposure

Education

Bachelor’s or Master’s degree in Marketing or related field

Tools

Meta Business Suite

YouTube Analytics

Excel / Data viz

Job description

Lead Promasidor’s Group Digital Marketing function, driving digital strategy, brand performance, and category growth across approximately 30 African markets.

Key Responsibilities

Group Growth, Brand & Category Performance

• Support Group turnover, margin and profitability targets through digital’s contribution to Culinary, Dairy and Beverage category performance.
• Drive follower growth for core brands across priority markets.

Strategic Direction, Innovation & Market Intelligence

• Deliver annual competitive digital, design and communications trend analysis for FMCG categories relevant to African markets.
• Develop and lead the Group’s multi-year Social Platforms Strategy (YouTube, TikTok, Telegram), including KPIs, governance, investment guidelines and staffing priorities.
• Identify and mitigate digital and social media risks at Group level.

Brand Planning & OpCo Alignment

• Cascade Group Digital Marketing strategic direction to OpCos and validate country-level digital plans annually.
• Ensure consistency between Group strategy and local execution, with standardised performance tracking.
• Coordinate and review the work of OpCo digital marketing teams across markets.

Data, Performance & ROI Management

• Define and drive Group-wide digital KPIs, ensuring consistent measurement and accountability across all markets and platforms.
• Translate digital performance data into clear, business-relevant narratives for top management and the Board.
• Automate reporting workflows for consistent, data-driven communication to leadership and the Marketing Community.
• Manage digital survey campaigns aligned to approved Brand Plans.

E-commerce & Digital Infrastructure

• Maintain the Corporate Website in line with brand standards.
• Ensure uptime and compliance across all company websites and domains.
• Build foundational e-commerce and digital ecosystem capability across priority markets.
• Drive WhatsApp adoption as a Go-To-Market channel and lead Packaging QR Code deployment.

Leadership, Talent & Capability Building

• Build and manage the Group Digital Marketing team (strategist, designer, community managers), including staffing, retention and development.
• Manage relationships with external creative and media agencies.
• Promote adoption of data, AI and innovation-driven practices across Group and OpCos.

Governance, Compliance & Financial Discipline

• Deliver monthly budget and expenses-vs-invoices reporting to leadership, separating business development and OpCo support costs.

Key Qualifications & Skills

• Bachelor’s or Master’s degree in Marketing, Communications, Digital Media, Business Administration or a related discipline
• Minimum 8–10 years’ experience in digital marketing, including senior/leadership experience and Group-level or multi-market exposure
• Proven track record in FMCG or fast-moving, multi-market environments is essential
• Proven ability to set and drive digital KPIs consistently across multiple markets and teams, not just within one function
• Strong data storytelling skills — able to distil complex digital performance data into clear, strategic insight for senior stakeholders and the Board
• Proficiency across Meta, TikTok, YouTube, Telegram and emerging platforms, including paid and organic strategy
• Strong command of platform analytics (Meta Business Suite, YouTube Analytics, etc.), Excel/data visualisation and dashboard/report automation
• Working knowledge of website management, domain/hosting administration and QR code/campaign activation tools
• Familiarity with CRM, WhatsApp Business API/Go-To-Market tools and content management systems
• Fluent in English (written and spoken); French and/or Portuguese is a strong advantage given oversight across Anglophone, Francophone and Lusophone markets
• Computer literacy (MS Office, data visualisation and reporting tools)