ETHINA Digital Market is on a mission to revolutionize the way Ethiopians buy and sell. Our core is EtBuy, a state-of-the-art e-commerce platform designed to connect vendors and consumers in a seamless, secure, and modern digital marketplace.

We are not just a startup; we are a strategic venture. Backed by a powerful partnership with Cedora Technology (Hong Kong), a leading international e-commerce technology provider, we bring a world-class platform to the local Ethiopian market. ETHINA is the exclusive local operator, responsible for driving growth, building community, and making EtBuy the most trusted e-commerce brand in the nation.

We are at a pivotal stage of our journey—the cold-start phase. We are looking for a pioneering marketing leader to build our brand from the ground up, drive platform adoption, and create a vibrant ecosystem of buyers and sellers.

As the Head of Digital Marketing, you will be the architect of EtBuy's growth story. This is not a role for maintaining the status quo; it's a role for building an empire. You will have the autonomy to develop and execute the entire digital marketing strategy, from vendor acquisition and buyer engagement to brand positioning and performance analytics. You will be a key leader in our company, directly shaping the trajectory of our success.

Required Number: 1

Key Duties & Responsibilities:

• Below is a comprehensive list of what this role should do, to meet the needs you specified. You can pick-and-choose or adapt.

Strategy Development & Planning

• Develop and own the digital marketing strategy for ET-Buy: vendor acquisition, buyer acquisition, vendor-buyer matching, conversion funnels.

• Create multi-channel roadmaps (SEO, SEM / PPC, social media, content / inbound, email, display, affiliate, influencer) aligned with business goals.

• Define target segments / personas: for vendors (types, size, product categories) and buyers; map their journey; identify pain points and touchpoints.

• Develop strategies for promotional campaigns, incentives, loyalty / referral programs that bring vendors & buyers together.

Vendor Acquisition & Management

• Identify, reach out, negotiate, and onboard new vendors to the platform. Ensure vendor diversity, quality, credibility.

• Develop vendor engagement programs: onboarding support, education, best practices, content creation, vendor marketing toolkit, vendor promotions.

• Build and maintain relationships with vendors; monitor vendor performance (product listings, fulfillment, customer satisfaction) and help them improve.

• Work with vendors on co-marketing / joint campaigns (vendor-funded promos, cooperative advertising) to increase mutual benefit.

Buyer Acquisition & Engagement

• Plan and execute campaigns targeting buyers: awareness, consideration, conversion.

• Optimize user acquisition costs; track and improve conversion metrics (visitor → action → purchase).

• Improve buyer trust & experience: Content, reviews/ratings, vendor credibility, guarantee, support.

• Use content, SEO, social media, email, etc., to attract, nurture, and retain buyers.

Digital Campaign Execution & Channel Management

• Design, launch, monitor, and optimize paid advertising (Google, social media, display, retargeting).

• Oversee organic channels: SEO (on-page, off-page), content marketing (blogs, product content, vendor stories), social media.

• Use email & marketing automation to re-engage buyers, upsell, cross-sell, recover abandoned carts.

• Explore and use emerging channels or platforms suited to local market (e.g. mobile apps, messaging platforms, influencers).

Platform & User Experience Optimization

• Ensure the ET-Buy platform (website/app) is optimized: vendor registration, product listing, search & filtering, product display, checkout etc.

• Run A/B tests on landing pages or vendor pages, navigation, banner placements, trust badges etc. to maximise conversion for both buyers and vendors.

• Coordinate with product / tech / UI/UX teams to fix usability issues, improve speed, mobile responsiveness, UI design.

Data, Analytics & Performance Monitoring

• Define KPIs tied to vendor acquisition, buyer acquisition, conversion rates, transaction volumes, retention, vendor & buyer satisfaction.

• Monitor campaign performance and budgets; perform ROI and ROAS analyses.

• Analyze customer / vendor behavior, drop-off points; generate insights and adapt strategy.

• Regular reporting to senior leadership with actionable insights.

Budget Management & Resource Allocation

• Plan and manage digital marketing budgets, allocate across channels, vendors, promotions for optimal ROI.

• Manage external spending (ads, vendor cooperation, agencies) and internal resources (team, tools).

Team & Stakeholder Management

• Lead, mentor, and manage a team (digital marketers, content creators, analysts, vendor-relations specialists).

• Coordinate with internal departments: product / tech, sales, operations, customer support, finance.

• Manage external partners or agencies (advertising agencies, creative agencies, vendors) to execute campaigns.

Innovation, Trends & Local Market Adaptation

• Stay up to date with digital marketing trends, tools, platforms especially in Ethiopia / East Africa.

• Pilot or test new techniques or channels (influencer marketing, social commerce, micro-influencers, video content, mobile marketing).

• Adapt strategies to local market realities: internet connectivity, payment methods, logistic constraints, language preferences, cultural nuances.

Vendor-Buyer Matching / Trust & Quality Assurance

• Ensure that vendor listings are visible, credible, well presented: good product descriptions, images, reviews, ratings.

• Ensure buyers can easily find what they need via search filters, categories, recommendations.

• Implement quality control / review mechanisms (vendor vetting, product quality, buyer feedback).

• Design mechanisms for buyer-vendor interaction: feedback, communication, support, returns.

Branding, Content & Communication

• Build and maintain strong brand identity for ET-Buy: clear messaging, positioning.

• Oversee creation of content: product stories, vendor case studies, buyer testimonials, tutorials, FAQs.

• Ensure consistent brand voice across channels.

Risk Management & Compliance

• Ensure all digital marketing complies with local laws & regulations (advertising regulation, consumer protection, privacy-data).

• Manage reputational risks, ensure vendor behaviour adheres to rules.

Job Requirement:

 Qualifications & Skills

• Education: Bachelor's degree in Marketing, Business, Communications, or a related field. An MBA or advanced certifications (e.g., Google Ads, HubSpot) are a strong plus.

• Experience: A minimum of 5-7 years of experience in digital marketing, with a demonstrable track record of success in e-commerce, online marketplaces, or a related tech field.

• The ability to think big-picture and translate business goals into a tangible, multi-channel marketing strategy.

• At least 2-3 years in a leadership or senior managerial role, with experience leading teams, managing budgets, and owning strategy.

• Deep practical knowledge of SEO, SEM, social media marketing, content strategy, and marketing analytics tools.

• Excellent communication skills, with the ability to collaborate effectively with local teams and our international technology partners in Hong Kong.

• A profound understanding of the Ethiopian market, including consumer behavior, payment methods, logistical challenges, and cultural nuances.

• You are entrepreneurial, resilient, data-driven, and thrive in a fast-paced, startup environment. You are a builder at heart.

How to Apply:

• Submit your application and CV along with supporting documents Via email: attatradingplc@gmail.com with subject line: "Application for Head of Digital Marketing".