Sales Marketing Principal

Role Summary

This role sits at the intersection of the Marketing and Commercial teams. The Sales Marketing Manager is responsible for designing, executing, and optimizing niche marketing actions at the sub-category and leaf-category level — with the goal of hitting commercial verticals' sales targets while maintaining platform-wide profitability and active customer growth.

This person is neither a mere requester from the central team nor an executor of commercial orders. They are a true owner: operating with full authority, a defined budget, and direct access to tools and channels — driving vertical marketing strategy from definition through execution to measurement.

Key Responsibilities

Strategy & Planning

• Design monthly and quarterly marketing plans for commercial verticals at the sub-category and leaf-category level

• Define niche, segmented actions based on customer behavior, inventory signals, pricing data, and commercial forecasts

• Identify and execute cross-vertical actions that increase user retention across the platform

• Prioritize short-term and long-term activities based on data, not reactive pressure

Execution & Channel Management

• Directly manage vertical-specific marketing channels including: on-site placements, eCRM, editorial content (Mag), digital advertising (Yektanet), and social media

• Allocate budget across channels based on historical performance and growth potential

• Design personalized campaigns segmented by customer behavior and needs within each vertical

• Drive execution and remove operational blockers without requiring constant central team approval

Commercial Partnership

• Maintain a regular presence in commercial vertical meetings to stay informed on inventory, pricing, and forward-looking forecasts

• Translate commercial needs into measurable, executable marketing actions

• Report marketing performance to commercial leadership in business language: GMV, daily items, PC1

Central Marketing Alignment

• Coordinate with the central marketing team to leverage shared capacity without creating conflict or duplication

• Share learnings and campaign results with sales marketers across other verticals

• Uphold brand standards and platform-wide marketing frameworks

Data & Optimization

• Continuously analyze channel and campaign performance using dedicated dashboards

• Extract actionable insights from data to improve future campaigns

• Document action results to prevent repeated experiments with known outcomes

• Provide monthly performance forecasts and compare against actuals

Requirements & Competencies

Experience

• Minimum 5 years in marketing, preferably within e-commerce or digital platforms

• Proven track record managing multiple digital marketing channels simultaneously

• Experience owning a marketing budget and being directly accountable for quantitative targets

Technical Skills

• Proficiency in analytics and reporting tools

• Deep familiarity with digital marketing channels: SEO, CRM, push notifications, display advertising

• Ability to read and analyze data independently, without reliance on a data team intermediary

Behavioral Competencies

• Owner mindset: takes full accountability for outcomes, not just process completion

• Ability to work effectively across two teams with different cultures and languages (commercial and marketing)

• Strong communication skills for negotiation, prioritization, and expectation management

• Comfortable making fast decisions under conditions of incomplete information

• Data-driven thinking combined with an intuitive understanding of consumer behavior