Chief Growth & Marketing Officer (CGO/CMO) — Birmarket

Birmarket, Azerbaijan’s leading marketplace, is seeking a commercially minded, AI-first Chief Growth & Marketing Officer to lead our next phase of customer, brand, and revenue growth. Birmarket is part of the BIR ecosystem — a group spanning payments, fintech, and digital services with a combined base of 5 million customers in Azerbaijan. That gives this role a rare starting point: the chance to build a genuinely outstanding product and shopping experience for an audience of that scale, and to convert ecosystem users into loyal Birmarket customers through shared data, joint propositions, loyalty, and cross-group distribution channels.
This leader will own the full growth agenda: strengthening Birmarket’s brand, accelerating digital acquisition and retention, and partnering closely with Commercial teams to grow both customer demand and seller/category performance.

What you’ll lead
•Define and execute Birmarket’s growth and marketing strategy across acquisition, activation, retention, reactivation, loyalty, and brand.
•Build a high-performing, data-driven digital marketing organization spanning performance marketing, CRM, lifecycle, social, content, SEO, app growth, partnerships, and analytics.
•Build the growth operating system: clear planning and performance cadences, rigorous measurement, budget allocation, and accountability for outcomes.
•Make AI a practical advantage across marketing: audience targeting, personalization, creative production, campaign optimization, forecasting, customer insights, and team productivity.
•Develop Birmarket into a distinctive, trusted, and loved consumer brand in Azerbaijan, with a clear position across multiple categories.
•Work hand-in-hand with Commercial, Category, Seller, Product, Operations, and Finance teams to translate supply, assortment, pricing, promotions, and seller initiatives into demand growth.
•Own marketing investment, growth targets, customer economics, and measurable contribution to GMV, orders, active customers, frequency, retention, and profitability
•Establish a disciplined experimentation culture: rapid testing, clear hypotheses, learning loops, and scalable wins.
•Lead major commercial moments—including seasonal campaigns, category launches, seller events, and promotional periods—while protecting long-term brand equity.
• Use customer, market, and competitive insight to identify new growth opportunities
and improve the end-to-end marketplace experience.
• Unlock the BIR ecosystem as a growth engine: partner with group companies to
acquire customers from their ~5 million-strong base, build joint propositions and
loyalty mechanics, and shape a Birmarket product experience worthy of that
audience.

What success looks like
• Sustainable growth in active customers, orders, GMV, frequency, customer lifetime
value and contribution margin.
• Improved acquisition efficiency, conversion, repeat purchase, and retention.
• Improved marketing econimics, including CAC, LTV/CAC, and incremental GMV.
• A stronger Birmarket brand with clear relevance, trust, and preference among
Azerbaijani consumers.
• Marketing and Commercial operating as one growth engine, with shared plans and
metrics.
• AI embedded in everyday marketing decisions and workflows—not treated as a side
project.
• A stronger, more capable in-house growth and brand organization.

What you bring
• Significant senior marketing and growth leadership experience, ideally as a CMO,
CGO, VP Growth, or equivalent.
• Proven success in online multi-category e-commerce, a marketplace, or another
high-frequency digital consumer platform.
• Deep expertise in performance marketing, CRM/lifecycle marketing, digital analytics,
customer segmentation, attribution, and growth economics.
• A strong record of building brands while delivering measurable commercial results.
• Experience designing organizations, building senior teams, and creating highperformance
operating cultures.
• Experience partnering closely with Commercial or Category teams, ideally in an
environment