Head of Growth Marketing

Potentiam is an embedded offshoring partner that helps mid-sized businesses grow by building dedicated, office-based teams across South Africa, Romania, India and Brazil. 

Our model combines the control of insourcing with the commercial advantages of offshoring. Clients retain day-to-day management of their teams while Potentiam manages recruitment, employment, HR, payroll, facilities, IT infrastructure and employee support. 

We work with organisations across technology, financial services, professional services, healthcare, engineering, energy and business services, supporting functions including technology, finance, operations, sales, marketing, HR and customer support. 



Purpose of Role

The Head of Growth is responsible for developing and executing Potentiam's overall growth strategy, combining inbound marketing, outbound business development and sales development to drive sustainable revenue growth. 

Working closely with the executive team, the role leads the development of demand generation strategies across inbound and outbound channels, including SEO, Answer Engine Optimisation (AEO), content marketing, Account Based Marketing (ABM), CRM, marketing automation and AI-driven growth initiatives. 

The role provides strategic and operational leadership across marketing, business development, revenue operations and commercial systems, ensuring alignment between marketing, sales and business objectives while building scalable processes that improve pipeline quality, conversion and commercial performance. 



Duties & Responsibilities

Growth Strategy 

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  Develop and execute Potentiam's overall growth strategy aligned with business and revenue objectives.  

  
  

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  Identify new markets, sectors and commercial opportunities through market research and competitive analysis.  

  
  

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  Develop sector-specific go-to-market strategies and Account Based Marketing programmes.  

  
  

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  Work closely with the executive team to align growth initiatives with company strategy.  

  
  

Inbound Marketing 

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  Develop and execute Potentiam's inbound marketing strategy to generate sustainable, high-quality pipeline.  

  
  

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  Lead SEO, Answer Engine Optimisation (AEO), website optimisation and content marketing initiatives.  

  
  

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  Oversee the creation and distribution of thought leadership, buyer guides, case studies, webinars and digital content that attracts and engages target audiences.  

  
  

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  Manage website performance, conversion optimisation and user experience.  

  
  

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  Analyse inbound marketing performance and continually improve marketing sourced pipeline and return on investment.  

  
  

Demand Generation & Campaign Management 

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  Build integrated demand generation campaigns across inbound and outbound channels.  

  
  

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  Manage and optimise LinkedIn outreach campaigns using Sales Navigator and other engagement platforms.  

  
  

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  Run highly targeted email campaigns within HubSpot using an Account Based Marketing approach.  

  
  

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  Conduct A/B testing and campaign optimisation to continually improve engagement and conversion.  

  
  

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  Implement and optimise marketing automation workflows that nurture prospects throughout the buyer journey.  

  
  

Business Development Leadership 

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  Lead and manage the Business Development Representative (BDR) function.  

  
  

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  Establish performance standards, coaching programmes and activity frameworks.  

  
  

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  Improve meeting quality, qualification standards and pipeline progression.  

  
  

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  Work collaboratively with Relationship Directors to maximise commercial opportunity generation.  

  
  

Revenue Operations & CRM 

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  Own the strategy, optimisation and governance of HubSpot CRM.  

  
  

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  Design and improve CRM processes, workflows, lifecycle stages and automation.  

  
  

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  Maintain and optimise the commercial technology stack, ensuring all systems and integrations function effectively.  

  
  

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  Manage data enrichment processes using platforms such as Clay, Apollo and other data providers.  

  
  

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  Ensure CRM data quality, reporting accuracy and operational efficiency.  

  
  

Sales Enablement 

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  Develop messaging frameworks, sales collateral and sector-specific commercial content.  

  
  

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  Support Business Development Representatives and Relationship Directors with prospect intelligence and account planning.  

  
  

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  Improve alignment between marketing and sales to increase conversion throughout the buyer journey.  

  
  

AI, Automation & Innovation 

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  Lead the implementation of AI solutions across marketing and business development.  

  
  

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  Develop AI-assisted prospect research, messaging and sales enablement tools.  

  
  

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  Identify opportunities to automate repetitive processes and improve operational efficiency.  

  
  

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  Evaluate emerging technologies and implement practical solutions that enhance commercial performance.  

  
  

Analytics & Reporting 

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  Analyse marketing, sales and pipeline performance to identify opportunities for improvement.  

  
  

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  Build executive dashboards and KPI reporting across the commercial funnel.  

  
  

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  Produce actionable insights and recommendations using data-driven analysis.  

  
  

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  Monitor marketing ROI, pipeline contribution and conversion performance across all channels.  

  
  

Leadership 

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  Manage relationships with external marketing vendors and specialist agencies.  

  
  

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  Report directly to the Founder / Director, providing regular strategic and operational updates.  

  
  

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  Work closely with the executive leadership team to support commercial planning and business growth initiatives.  

  
  

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  Lead cross-functional projects that improve marketing, sales and operational effectiveness. 

  
  

Skills & Experience

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  Demonstrated experience leading B2B growth, demand generation or revenue operations within a professional services or technology business. 

  
  

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  Proven success developing both inbound and outbound demand generation strategies. 

  
  

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  Strong understanding of SEO, Answer Engine Optimisation (AEO), content marketing and digital demand generation. 

  
  

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  Proven track record of building high-performing Account Based Marketing programmes. 

  
  

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  Experience managing or leading business development or sales development teams. 

  
  

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  Advanced hands-on experience with HubSpot CRM and marketing automation. 

  
  

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  Strong knowledge of LinkedIn Sales Navigator and outbound engagement platforms. 

  
  

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  Experience using data enrichment platforms such as Clay, Apollo or similar technologies. 

  
  

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  Experience implementing AI tools and workflow automation within commercial functions. 

  
  

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  Strong analytical and commercial mindset with experience building dashboards and performance reporting. 

  
  

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  Ability to optimise commercial processes and improve operational efficiency. 

  
  

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  Excellent communication, stakeholder management and project leadership skills. 

  
  

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  Ability to translate business strategy into scalable commercial execution. 
  
  
  
  ​​​Location and Hours
  
  Cape Town CBD, Hybrid - 08:00-17:00 BST
  
  
  
  Data Privacy Notice
  
  The personal information you provide during the application and recruitment process will be used solely for recruitment purposes, in accordance with our data protection policies.
  
  For any questions regarding data processing related to HR activities, please contact Chantal Endemann at [email protected].
  
  All data shared with third parties complies with applicable confidentiality and retention requirements.