About this role
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 obsolete or inaccurate materials promptly.
• Provide Sales with current pitch-support materials, campaign context, account engagement signals, FAQs, proof points, competitive responses and follow-up content and track whether enablement improves conversion.
• Brief designers, agencies, writers, media, event organizers and partners precisely and review outputs for fact, claim, brand, audience, consent, confidentiality, accessibility and production quality before release.
Events, partnerships and market activation
• Plan and execute approved buyer webinars, roundtables, trade-show participation, category briefings, partner campaigns, demonstrations and account events with defined target accounts, meeting goals, lead capture, owners, budgets and follow-up SLAs.
• Coordinate invitations, pre-event nurture, registration, speaker or content readiness, demonstrations, meeting schedules, consent, asset control and post-event conversion with Marketing, Sales and relevant operating teams.
• Evaluate events and partnerships through qualified account engagement, meetings, Sales acceptance, pipeline influence, activation and learnings rather than attendance or sponsorship visibility alone.
• Maintain partner and vendor deliverables, evidence, lead ownership, confidentiality, brand use, spend, service levels and corrective actions within delegated authority.
Analytics, reporting and continuous improvement
• Maintain campaign and funnel dashboards covering plan versus actual, spend, qualified leads, Sales acceptance, sign-ups, verification, activation, retention, cost per stage, channel quality, account engagement, pipeline influence and outstanding actions.
• Reconcile marketing-platform, web/app, CRM, CF Buyer, Sales and finance data, disclose attribution limitations and investigate material gaps, duplicates, latency, broken links or inconsistent definitions.
• Provide concise weekly and monthly reports explaining what changed, why, confidence, commercial and user impact, lessons, decisions, recovery owner and deadline rather than presenting activity counts without interpretation.
• Maintain a prioritized optimization and experiment backlog and convert successful demand-generation, account, event, nurture and adoption plays into documented, repeatable playbooks.
• Share structured buyer and campaign learning with Marketing, Growth, Product, Sales and Customer Success and track whether agreed improvements are implemented and produce the expected result.
Intern supervision, budget, data and marketing controls
• Set clear weekly outcomes, tasks, deadlines, quality standards and development goals for assigned interns; review work, coach performance, verify evidence and address persistent gaps through the appropriate process.
• Allocate interns to research, data hygiene, campaign operations, content, events, lead quality and reporting tasks according to capability and risk while retaining personal accountability for submitted work.
• Track approved media, event, travel, production, technology, partner and vendor spend; follow procurement and payment controls and reconcile commitments, invoices, assets and results with Finance and the Marketing Manager.
• Protect devices, event assets, account lists, CRM access, buyer contacts, commercial information, consent evidence and user data and maintain controlled issue, access, return and disposal records where required.
• Ensure activity complies with brand, consent, privacy, confidentiality, anti-bribery, competition, procurement, finance, product-claim and regulatory requirements and stop or escalate material risk.
• Model Complete Farmer's leadership standards of Clarity, Ownership and People-First leadership and its values of customer love, excellence, accountability, integrity, learning and smart efficiency.
Required experience, qualifications and technical capabilities
Required experience
• Three to five years of progressively responsible digital, performance, growth, product or B2B marketing experience, including direct responsibility for acquisition and adoption on a fast-moving technology-enabled platform.
• Demonstrated evidence of improving a real buyer or B2B funnel from awareness or lead generation through qualification, sign-up, activation, pipeline contribution, adoption or retention, with clear metrics and personal contribution.
• Hands-on experience planning, launching, optimizing and reporting paid, owned, earned, account-based, partner and event campaigns across multiple channels and audience segments.
• Experience working closely with Sales on ideal-customer profiles, lead definitions, CRM discipline, handoff SLAs, disposition feedback, account nurture, content enablement and pipeline reporting.
• Experience using CRM, marketing automation, web/app or product analytics, campaign tagging, dashboards and attribution to make budget, channel and audience decisions.
• Experience coordinating interns, vendors, agencies, event partners or cross-functional teams against approved briefs, service levels, evidence standards, budgets and deadlines.
• Exposure to agritech, agriculture, commodities, B2B marketplaces, procurement, export trade, supply chain, logistics, fintech or another operationally complex platform is strongly advantageous.
• Experience marketing across African and international markets or to procurement, commercial and executive decision-makers is strongly preferred.
• A portfolio or case evidence showing campaigns, content, experiments and measurable acquisition/adoption results will be required during selection.
Qualifications
• Bachelor's degree or equivalent demonstrated capability in marketing, communications, business, technology, analytics, international trade, agriculture or a related discipline.
• Relevant training or certification in digital marketing, performance marketing, B2B or product marketing, growth, analytics, CRM/automation, research or project management is advantageous but does not replace demonstrated results.
• Strong analytical ability, including funnel mathematics, conversion analysis, campaign economics, cohort comparison, pipeline influence, budget tracking and clear interpretation of incomplete data.
• Excellent written, verbal and visual communication and the ability to simplify product, quality, supply-chain and commercial concepts into accurate buyer-facing content and sales-ready materials.
• Professional English is required; French or another relevant market language is advantageous according to assigned markets.
• Willingness to attend buyer meetings, events and trade engagements and travel within Ghana and to other operating or target markets when required.