Head of Marketing Department

Title: Head of Marketing Department Company: Apeyron Electrics Location: Moscow Experience: From 3 to 6 years

A large trading company with its own brands and an assortment of 3000+ SKUs. Channels: federal DIY networks, regional and federal distribution, e-commerce, marketplaces, OEM, project sales.

We need a leader who will turn marketing into a manageable system connected with sales, product, and finances. Marketing is responsible for measurable results, not the number of activities.

Key tasks

1. Strategy. Development and updating of marketing strategy according to revenue and profit goals. Annual and quarterly planning: KPIs, budgets, deadlines. Interaction with sales, product, procurement, IT, finance.
2. Segmentation and CJM. Target audience segmentation, customer journey maps for key segments (network buyers, distributors, designers, installers, OEM, e-commerce). Identifying conversion growth points.
3. Trade marketing. Programs for networks, distributors, and B2B. Evaluation based on economic effect, not on the number of activities. Jointly with sales — product placement, shelf share, promotion effectiveness.
4. Events. System of events for different target audiences: exhibitions, conferences, dealer meetings, training. Goal, audience, and KPIs for each.
5. Brand. Architecture, positioning, value proposition, tone of voice, visual standards, packaging. Consistent positioning across all channels.
6. Product marketing. Go-to-market for new products: target audience → USP → content → channels. Creating packaging, product cards, catalogs, POSM, sales materials. Translating technical specifications into benefits.
7. Digital and lead generation. Contextual advertising, SEO, websites, CRM, email, performance marketing. The manager does not set up campaigns themselves but has a deep understanding of the tools to set requirements, check, and evaluate based on data. Development of B2B lead generation.
8. Website, catalog, content. Websites as a sales tool. Quality of catalog structure and product cards. Content management — from specifications to 3D models. Materials are created simultaneously with product launch.
9. Marketplaces. Ozon, Wildberries, Yandex Market. CTR, product card conversion, SEO, ratings, promotions. Consideration of potential channel conflict.
10. Reputation. Systematic monitoring of reviews, analysis of reasons for negative feedback, feedback to product and sales teams.
11. Training. Product training for sales teams, sales representatives, clients, partners. Training as a tool to increase sales.
12. Analytics. Transparent system of indicators by channel: CPL, CAC, ROMI, conversion rates, lead-to-deal, pipeline. Management reporting: what was done → how much was spent → what was the result → what to scale.
13. Budget. Formation, defense, plan vs. actual. Discontinuation of funding for ineffective tools.
14. Team. Structure assessment, restructuring for tasks. KPIs, motivation, control. Process optimization and automation.

AI — a mandatory tool

Active daily use: market and competitor analysis, CJM, hypotheses, content, technical specifications, presentations, reporting, operational automation, internal AI tools. The manager implements AI in the processes of the entire department and measures its effect.

Expected result

Clear strategy, CJM for main target audiences, systematic trade marketing, full launch of new products, growth in B2B leads, transparent budget, measurable contribution of marketing to revenue and profit.

Requirements

• Marketing management experience of 3+ years.
• Mixed B2B + B2C model, multiple sales channels.
• Experience in lighting technology is not required. Related industries are suitable: electrical engineering, building materials, tools, plumbing, FMCG/non-food, DIY, etc.
• Strong trade marketing, team and contractor management.
• CJM, events, B2B sales, e-commerce, performance marketing, end-to-end analytics.
• CRM, CPL, CAC, ROMI, pipeline.
• Advantages: assortment of 3000+ SKUs, own brands, 1C and BI.

Who we are NOT looking for

This role is not suitable if marketing for you primarily means advertising, SMM, or content. We do not need a model of "task assigned to a contractor → received a nice report."

We need a hands-on leader who builds systems and achieves results, not someone who does everything manually.

Please indicate in your application:

1. What kind of marketing and team did you manage.
2. What B2B and B2C channels did you work with.
3. Your strongest trade marketing case study.
4. Events — what did you organize and what was the result.
5. An example of CJM or a marketing touchpoint system.
6. Metrics you significantly improved — with figures before/after.
7. How do you evaluate budget effectiveness.
8. What AI tools do you use and what did you accelerate/automate.
9. Your plan for the first 90 days.
10. Your salary expectations.