About GSM Kazakhstan
GSM Kazakhstan is a member of Green and Smart Mobility (GSM), a pioneering technology-driven transportation company committed to promoting sustainable mobility solutions. As part of a rapidly growing international ecosystem, GSM Kazakhstan delivers customer-centric transportation services, leveraging innovative technologies to enhance service quality and operational excellence.
Role Purpose
+ Lead GSM Kazakhstan’s marketing strategy and execution, with a primary focus on Brand, Product Marketing, and Integrated Marketing Communications (IMC) to build brand awareness, strengthen product positioning, and accelerate customer adoption in the local market.
+ The role is responsible for developing and executing brand and product marketing strategies, integrated campaigns, go-to-market initiatives, local market activations, partnerships, and communication plans aligned with business and market expansion objectives.
Key Responsibilities
1. Brand Strategy & Management
- Develop and execute the local brand strategy and positioning in line with GSM’s global brand direction and local market objectives.
- Build brand awareness, consideration, preference, and customer trust through relevant local initiatives.
- Translate customer and market insights into brand propositions, messaging, and communication strategies.
- Ensure consistency of GSM brand identity across campaigns, channels, customer touchpoints, and offline activations.
2. Product Marketing & Go-to-Market
- Develop product marketing strategies and go-to-market plans for new products, services, features, and market initiatives.
- Translate product value propositions into clear customer-facing messaging and communication materials.
- Work with Product, Operations, and Commercial teams to identify customer needs and develop relevant marketing propositions.
- Lead local product launches and adoption campaigns, from positioning and messaging through to execution and post-launch evaluation.
3. Integrated Marketing Communications (IMC)
- Lead integrated campaigns across digital, offline, social, PR, OOH, activations, partnerships, and other relevant channels.
- Develop campaign concepts, communication plans, key messages, and channel strategies.
- Coordinate internal and external stakeholders, including agencies and creative partners, to ensure high-quality campaign execution.
- Adapt global campaigns and brand assets to ensure relevance and effectiveness in the local market.
4. Customer & Market Insights
- Monitor consumer behavior, market trends, competitor activities, and category developments to identify marketing opportunities.
- Develop customer segmentation, personas, and insights to support marketing and product decisions.
- Partner with Growth and Performance Marketing teams to connect brand activity with customer acquisition and conversion outcomes.
5. Marketing Performance & Optimization
- Establish and monitor relevant marketing KPIs across brand awareness, campaign reach, engagement, consideration, product adoption, and customer acquisition.
- Evaluate campaign effectiveness and optimize marketing investments based on data and market insights.
- Work with Performance Marketing/Growth teams to ensure brand and demand-generation activities work together across the customer journey.
6. Cross-functional & Market Leadership
- Partner closely with Growth, Performance Marketing, Product, Operations, Commercial, Finance, and Global Marketing teams.
- Translate global marketing strategies into locally relevant execution plans.
- Lead local marketing initiatives for market launches, city expansion, and business scale-up.
- Manage external agencies, creative partners, media partners, and other marketing vendors where required.
Qualifications:
- 5+ years of experience in Brand Marketing, Product Marketing, Integrated Marketing Communications (IMC), Consumer Marketing, or related fields.
- Proven experience developing and executing brand strategies, integrated campaigns, and product marketing initiatives.
- Experience in go-to-market, product launches, market expansion, or fast-growing consumer businesses.
- Strong understanding of brand positioning, consumer insights, campaign development, media/channel planning, and marketing communications.
- Experience working with creative/media agencies and external marketing partners.
- Strong ability to translate business and product objectives into customer-centric marketing strategies and campaigns.
- Data-driven mindset with the ability to evaluate campaign performance, customer behavior, and marketing effectiveness.
- Strong cross-functional stakeholder management skills, particularly with Product, Growth, Operations, Commercial, and Global Marketing teams.
- Excellent English and local language communication skills.
Preferred:
- Experience in mobility, technology, marketplace, FMCG, consumer services, or other high-growth consumer businesses.
- Experience managing 360° / IMC campaigns across digital and offline channels.
- Experience in product marketing and go-to-market strategy.
- Experience working in a regional/global organization and adapting global brand strategies to local markets.
Note:
+ Due to the high volume of applications received, only shortlisted candidates will be contacted for the next stage of the recruitment process.
+ We sincerely appreciate your interest in GSM Kazakhstan and thank all applicants for your time and consideration. We encourage you to apply for future opportunities that match your qualifications and career aspirations.
+ All applications and personal information submitted will be treated with strict confidentiality and handled in accordance with applicable data privacy regulations.
