Chief Commercial Officer Greater Yerevan, Armenia Area

Location: Armenia

Reports to: CEO

Geographic scope: Armenia, Kazakhstan, Uzbekistan, and other countries to come

General Description:

The Chief Commercial Officer is a senior leadership role responsible for driving revenue growth across Armenia, Kazakhstan and Uzbekistan. The role starts with Marketing and builds a complete commercial function: sales, B2C and B2B work with the customer base, price and tariffs, product and promotion. The priorities are, first, growing the customer base, then increasing purchasing volume from the same customers, then product and promotion, and price. As the function matures, the role takes responsibility for gross margin and OIBDA, not only revenue.

Key Responsibilities:

Ensure revenue growth through multiple channels and activities.

Commercial Strategy Development:

• Lead the development and execution of the commercial strategy in three countries to drive revenue growth, customer base growth, and purchasing volume from existing customers.
• Set clear revenue targets, key performance indicators (KPIs), and milestones across all commercial teams.
• Identify growth opportunities across sales, marketing, and B2C and B2B work with the customer base to maximize revenue generation.
• Analyze market trends, customer needs, and competitive landscapes in each country to identify new business opportunities and product innovations.
• Work closely with the CEO and senior leadership to align commercial and revenue objectives with the company’s long-term business strategy.

Sales Strategy and Leadership:

• Develop and implement a comprehensive sales strategy to achieve revenue growth targets.
• Oversee the sales team, setting strategic priorities and ensuring the sales strategy aligns with revenue growth objectives.
• Oversee the sales pipeline, ensuring efficient management and conversion of leads into long-term customers.
• Monitor sales performance and adjust strategies as needed to meet and exceed revenue targets.
• Lead B2C and B2B work with the customer base: acquisition, purchasing volume, order frequency, and reactivation of dormant customers.

Marketing Strategy and Execution:

• Lead the marketing function in full. The role starts with Marketing.
• Lead the marketing team to develop demand generation and customer acquisition strategies aligned with revenue targets.
• Ensure marketing efforts are well-integrated with sales objectives to improve lead generation, conversion rates and brand growth.
• Oversee multi-channel marketing campaigns, including digital, content, advertising, public relations, and events.
• Guide marketing teams to enhance customer segmentation, targeting, and messaging to optimize customer acquisition.
• Build a complete marketing cycle: annual, quarterly, monthly and weekly.

Customer Base and Retention:

• Work closely with customer-facing teams to maximize customer retention, drive repeat purchases, increase order frequency and customer lifetime value (CLTV).
• Set requests to stores, the call centre and other customer-facing services on how they serve customers.
• Develop strategies to improve customer satisfaction, loyalty, and retention, addressing issues proactively and fostering long-term relationships.

Price, Product and Promotion:

• Own price and tariffs, product and promotion as the direct levers of revenue growth.
• Use data and insights to make informed decisions on pricing, promotions, and product development strategies.
• Recommend and implement improvements to products, services, and business models to drive additional revenue streams.

Team Leadership and Development:

• Lead, mentor, and inspire the commercial teams (marketing, sales, B2B and customer base) to ensure high performance and alignment with company goals.
• Build a fully formed commercial team, starting with Marketing.
• Set clear objectives, performance expectations, and KPIs for the commercial teams.
• Develop training and development programs to upskill teams, ensuring they have the tools, resources, and knowledge to achieve targets.
• Foster a high-performance culture focused on accountability, growth, and collaboration within the teams.

Budgeting and Financial Oversight:

• Oversee budgeting and financial planning for all commercial activities and teams, ensuring alignment with revenue goals and operational costs.
• Monitor gross margin, costs, and revenue performance, making adjustments as necessary to ensure financial targets are met.
• Oversee the sales and marketing budgets, ensuring efficient allocation of resources to drive high-impact campaigns. Evaluate the effectiveness and ensure optimal return on investment (ROI).

Innovation and Market Adaptation:

• Conduct market research and competitive analysis, stay ahead of industry trends, competitor activities, and market shifts to ensure the company remains competitive.
• Continuously assess and innovate the company’s revenue model and go-to-market strategies.

Requirements

Requirements

• Has run sales and has run marketing, in a company of comparable scale.
• Has managed middle managers, not only individual contributors.
• Has led two or three different units, with specialists of different profiles.
• Has managed remote people or a remote office.
• Strategic execution.
• Working knowledge of marketing, pricing, and consumer behaviour.

Nice to have:

• SEO and a digital marketing stack.
• Understanding of AI implementation.

We welcome:

• Applications from candidates from any industry.