Marketing Specialist

This role serves as the eyes, ears, and hands of Marketing on the ground. It operates with real autonomy while management works from Costa Rica. It is not a desk job — it requires daily execution, vendor management, campaign supervision, and constant reporting.

Minimum Experience

• Minimum 4 years in marketing within retail, supermarkets, cinemas, banking, apps, department stores, or telecommunications

EXPERIENCE AND EDUCATION

Preferred Background Industries

Requires experience in high-volume, consumer-oriented communication environments where the analyst has managed multiple channels simultaneously and is accustomed to fast-paced posting schedules and constant campaigns:

• Retail (supermarkets, department stores, retail chains)

• Telecommunications (mobile operators, internet service providers)

• Cinemas or mass entertainment

• Banking

• Bonus: Prior automotive, FMCG, or banking experience in the Anglo-Caribbean region.

Academic Background

• Bachelor’s Degree in Marketing, Communications, Business Administration, or a related field.

• Certifications in Meta Ads, Google Ads, or digital marketing are a plus.

Additional Valued Experience

• Experience participating in the launch of a new brand, product, or business.

• Existing contacts within local Guyana media outlets (e.g., Stabroek News, Kaieteur News, NCN, Hot FM).

• Experience coordinating external agencies (digital, media, BTL).

NON-ESSENTIAL QUALIFICATIONS

(Included to streamline the search and avoid disqualifying strong candidates over non-essential requirements)

• Does not need to be an expert in audiovisual production — external agencies handle production; this role oversees coordination.

• Does not require prior automotive experience — product training will be provided by VMotors.

• Does not need to handle direct media buying — an external media agency is responsible for execution.

CRITICAL SOFT SKILLS

• True Autonomy: Operates without daily, on-site supervision. Candidates who require step-by-step instructions daily will not succeed in this role.

• Proactive Communication: Reports without being prompted, escalates issues in a timely manner, and keeps management informed remotely.

• Local Credibility: Capable of meeting with vendors in Georgetown, negotiating, and closing deals. Knows how to navigate the local market.

• Adaptability: As the market is new and the brands are newly introduced or expanding, plans will shift. Must tolerate ambiguity without becoming paralyzed.

• Results Orientation: Measures success not by the number of posts uploaded, but by leads generated, showroom visits driven, and sales supported.

DIGITAL COMPETENCIES

Social Media & Content Management

• Publishing and managing content across Facebook, Instagram, and TikTok — posts, reels, stories, and carousels with a commercial focus, not merely aesthetic.

• Basic to intermediate video editing:

  • Proficiency in CapCut, Canva Video, DaVinci Resolve, or similar tools.

  • Ability to take raw footage (vehicle delivery, event, customer testimonial) and convert it into a publishable asset without relying on an agency.

• Scheduling content through Meta Business Suite, Later, Hootsuite, or similar tools — maintaining an active and consistent editorial calendar.

• Social media engagement and comment management — response time under 2 hours during business hours.

Paid Media — Agency Coordination

• Meta Ads / Facebook Business Manager: Does not need to be a media buyer, but must supervise active campaigns, review results, and escalate to the agency with sound judgment.

• Opportunity identification: Recognizing when an organic post gains traction, understanding that boosting it is worthwhile, and proactively communicating this to the agency.

• Media brief coordination: Receives guidelines from management in Costa Rica and translates them into clear instructions for the local digital agency.

Lead Generation & Conversion Funnel

• Comprehensive understanding of the full funnel: Organic post : Paid ad : WhatsApp : Showroom visit : Sale.

• Ability to identify where opportunities are being dropped along the funnel and report findings using data.

• Coordination with sales teams to qualify leads and measure actual conversion rates.

Digital KPIs Required for Fluent Execution

• CPL (Cost Per Lead): Determining whether the cost falls within the expected range based on the model.

• ER (Engagement Rate): Understanding the local Guyana market benchmark (~1–4%) and detecting anomalies.

• Reach vs. Impressions: Understanding key differences to evaluate ad frequency and saturation.

• CTR (Click-Through Rate): Evaluating creative performance.

• Conversion Rate (Lead : Visit, Visit : Sale): Serving as a direct bridge to the sales department.

• Weekly reporting of metrics to management in Costa Rica, complete with analytical insights rather than raw data.

TRADITIONAL MEDIA (ATL)

• Basic knowledge of media planning and buying across TV, radio, and OOH — sufficient to manage local media agencies with sound judgment.

• Coordinating radio/TV spot production with local agencies — ensuring assets reach outlets in the correct format and on schedule.

• Reporting ATL campaign compliance to management: What was booked, what aired, and any discrepancies.

BTL AND ACTIVATIONS

• Coordinating point-of-sale activations, launch events, and trade shows — from initial logistics to on-site execution supervision.

• Managing stand setup and teardown, as well as coordinating support staff and local vendors on-site.

• Knowledge of BTL material production:

  • Totems, banners, roll-ups, floor graphics, and showroom collateral.

  • Vehicle branding and wrapping.

  • Knowing what to request, in what format, with what lead time, and from which vendor.

• Post-event reporting: Photo documentation, attendance metrics, activation performance evaluations, and key takeaways for future execution.

NEGOTIATION AND VENDOR MANAGEMENT

• Comparative bidding: Minimum of 3 vendor quotes per project, price-to-quality analysis, and evidence-based recommendations — evaluating proposals rather than just collecting quotes.

• Negotiating prices, lead times, and payment terms with:

  • Print shops, signage, and vehicle wrapping vendors.

  • Audiovisual content production companies.

  • BTL agencies and event service providers.

  • Digital and media agencies.

• Managing purchase orders, production tracking, and quality control before approving delivery — ensuring no defective materials reach the showroom without prior inspection.

• Basic project budget management: Tracking approved vs. actual spend and issuing early alerts if costs exceed budget.

• Building a reliable local vendor database in Guyana within the first few months of operation.