Chief Marketing Officer

J. Awan & Partners

Key Accountabilities 

Accountability 

Key Responsibilities 

Success Indicators 

Growth Strategy and Demand Architecture 

Define azakaw's demand generation strategy: channel mix, PLG funnel, paid media, conversion targets by stage. Own the path from 30-40 to 250 MQLs/month. Design the media budget framework and spend-to-pipeline model. Define market entry sequencing for Africa, Brazil, UK, and deeper KSA penetration. 

Strategy documented with channel-level targets. Budget allocated with ROI expectations. MQL trajectory on track. 

Product Marketing and Competitive Positioning 

Build module-level positioning for KYC/KYB, AML, Corporate Compliance, and Transaction Monitoring. Define messaging by ICP and region. Position azakaw against RegTech incumbents on regional relevance and audit defensibility, not price. Own competitive intelligence and displacement narratives. 

Messaging frameworks adopted. Competitive positioning clear. BD using materials in live deals. 

PLG Strategy 

Design the self-serve conversion architecture for azakaw Verify and azakaw Screen. Define signup-to-paid funnel, lifecycle email strategy, activation triggers, and PQL criteria. Delineate PLG-fit ICPs from sales-led-only ICPs. 

PLG funnel live. Trial-to-paid rate baselined and improving. PLG and sales-led motions clearly separated. 

HoM Coaching and SLT Advisory 

Coach the Head of Marketing on strategic thinking, commercial narrative, and brand direction. Challenge the Growth Marketing Manager on channel strategy. Shape the marketing performance narrative for SLT. Advise on investment decisions. 

HoM operating independently. SLT receives commercial narratives. CMO dependency reducing. 

This Role is Not for You If... 

You have never grown a SaaS platform. This is not a brand marketing role. You need to have scaled a B2B SaaS demand engine from early-stage volumes to hundreds of MQLs per month with the scars to prove what worked and what did not. 

You spread across too many clients to go deep on any one. azakaw needs strategic depth, not surface-level advisory. At 2 days per week, every hour must move the business forward. If your typical engagement is a monthly call and a slide deck, this is not the right fit. 

You only know how to capture existing demand, not create it. A significant portion of azakaw's target market is still on manual processes and does not yet know they need a platform. You need to understand market education and category creation, not just performance marketing. 

You default to activity metrics. The SLT needs pipeline, conversion, and ARR impact. If your instinct is to report on impressions, followers, or content volume, this is not the right engagement. 

You cannot coach without taking over. The HoM needs to grow who will support CMO. If your approach is to redo the work yourself rather than elevate the person doing it, the model will not sustain. 

You have no saas and/or RegTech, compliance, or financial services context. You do not need to be a compliance expert, but you need to understand regulated buyers, long sales cycles, and why audit defensibility is a positioning advantage. 

You avoid direct feedback with senior leadership. This role requires telling the CEO and SLT what the data shows, even when it challenges assumptions. 

 Core Competencies 

B2B SaaS Platform Growth: Has grown a B2B SaaS business - not just marketed one. Has scaled lead generation from early-stage volumes to hundreds of MQLs per month. Understands product-market fit, PLG mechanics, pricing strategy, and conversion economics. 

RegTech / Compliance Market Understanding: Understands regulated buyers and compliance decision-makers: Heads of Compliance, COMLROs, CFOs. Knows why audit trails, regulatory alignment, and evidence packs are buying criteria, not features. Has marketed to financial institutions, fintechs, or regulated entities. 

Demand Generation Architecture: Has built and scaled demand engines that delivered measurable lead volume growth. Channel strategy, paid media, PLG funnels, conversion architecture, and cost-per-lead economics are tools you have used to hit targets, not concepts you have read about. 

Product Marketing and Competitive Positioning: Builds module-level and ICP-level messaging that differentiates. Positions against established competitors on value, not price. Messaging adopted by the team and used in live deals, not just documented. 

PLG and Self-Serve Conversion: Has designed or optimised product-led growth funnels. Understands signup-to-activation-to-paid mechanics, lifecycle email architecture, and PQL scoring. Knows which ICPs convert through self-serve and which require sales-led engagement. 

Commercial Strategy and Budget Discipline: Reports in commercial language. Allocates spend based on pipeline return. Translates marketing data into investment decisions. Trusted by the SLT to advise on budget, market entry, and growth priorities. 

Education

Bachelor’s degree in Marketing, Business, or a related field MBA is a plus, not required Strong track record and commercial results prioritized over credentials

Experience

10–18 years in B2B SaaS marketing At least 5 years at VP/CMO level (or equivalent) Proven ability to scale a B2B SaaS demand engine from early stage to 200+ MQLs/month Experience marketing to regulated or compliance-sensitive buyers (required)

Preferred

Experience in RegTech, compliance technology, or financial services SaaS Background in GRC advisory or professional services marketing Multi-geography experience (GCC, Africa, UK) Experience with PLG or self-serve SaaS conversion models Familiarity with HubSpot marketing automation