Senior Marketing Business Specialist – Heavy Equipment

About the role

A strategic, results-oriented Senior Marketing Business Specialist is sought across West Africa (Nigeria, Guinea, Ivory Coast and Ghana) with deep expertise in the heavy machinery and industrial equipment sector, such as earthmoving machinery, agricultural equipment and cranes. The role leads go-to-market and sales strategies, coordinates commercial campaigns and executive strategy around market trends, and drives market penetration, brand equity and equipment lifecycle profitability.

Key responsibilities

• Design and execute marketing and commercial strategies for heavy machinery portfolios (excavators, loaders, electric forklifts, agricultural equipment), working alongside product line sales managers
• Monitor infrastructure, construction, mining and agricultural trends; run competitor pricing analysis, demand forecasting and customer segmentation
• Build lead generation pipelines, commercial proposals and technical pitch decks with regional sales and technical teams
• Cultivate relationships with contractors, rental companies, distributors and institutional clients to secure multi-unit and fleet supply contracts
• Plan and oversee promotional campaigns, trade shows, product demonstrations and digital marketing, tracking ROI and conversion metrics
• Work with spare parts, maintenance and service departments on retention strategies, service packages and upgrade campaigns

Required profile

• Bachelor's degree in Marketing, Business Administration, Mechanical or Agricultural Engineering or a related field; an MBA or commercial certification is a strong plus
• 5 to 8 years of combined experience in strategic marketing, business development or commercial sales in heavy-duty equipment, construction machinery, automotive or industrial capital goods
• Track record of launching go-to-market campaigns or managing high-value capital equipment portfolios

Required skills

• Strong commercial sense and knowledge of heavy equipment mechanics, specifications and B2B procurement cycles
• Data analytics and reporting with advanced Excel, CRM software and market analytics platforms
• Negotiation, communication and cross-functional leadership skills
• Familiarity with regional distributor networks and project sites (construction, quarrying, mining, logistics)