Job Description – Chief Marketing Officer (CMO)


We’re looking for a Head of Marketing & Growth candidate to join our team and focus on architecting our “growth & marketing engine” across the full funnel. You will be the leading voice for all things growth at Frame Leisure Trading across our E-commerce & Brick and Mortar Business. This role offers a unique opportunity to build a world-class growth & marketing team and innovate the company’s marketing, product and data strategies as The Cross Trainer scales its E-commerce business and grow it’s in house private label in the next 12 months. 

We are a forward-thinking, mighty team sharing a real passion for Fashion, people, our community, and the planet — and the magic that happens when you bring them all together!  

Key Responsibilities:

  • Lead Store Openings.Architect and implement a comprehensive store opening strategy across our carts & kiosks that aligns with brand, budget, and operational objectives. Build the playbook for Frame Leisure Trading Brand’s location openings & growth from pre-launch set up (signage/collateral/experience), to launch day tactics (customer engagement, live launches, digital announcements), and post-launch growth tactics (IRL and app promotions, influencers, partnerships, events and brand campaigns). 
  • Lead customer growth for XT Private label, both in terms of top of funnel acquisition as well as bottom funnel conversion, loyalty & retention
  • Scale the eCommerce business with a focus on driving sales and optimizing Direct to consumer strategies.
  • Set strategy for and manage our marketing teams across brand, performance and IRL/local; be able to execute in the trenches on the growth & performance side 
  • Create and implement strategic marketing initiatives across various marketing functions including performance, digital/paid, brand, social, web, app (notifications), IRL, advertising, events and partnerships, SEM/SEO, email 
  • Hold a key seat at the table in strategic company decisions around how we should grow. Develop and inspire longer-term strategic roadmaps. Hold yourself and the team accountable to hitting these growth and engagement goals 
  • Using data and analytics for decision making and measuring marketing effectiveness as well as creating a culture of structured experimentation and iteration to drive growth 
  • Creating and implementing the marketing plan & budgets in line with overall business objectives while striking a balance between longer-term strategic brand building activities, mid-term lead generation and nurturing, as well as quick wins to achieve growth & ROI target 
  • Explore, strategize, and execute emerging channel & tactic opportunities that we have not yet tested into, supporting our broader goal of finding the best growth hacks for our unique business 
  • Demonstrate proactive organizational, time management, and prioritization skills when faced with ambiguous challenges and limited direction 
  • Balance multiple fast-turn, high-priority projects at once with an ability to predict and stick to estimated completion timelines
  • Help implement and report on/optimize against a content strategy for social, .com and marketing content.
  • Work closely with editorial partners to help identify editorial content that will best execute against our identified strategic goals
  • Work closely with social media team to implement content best practices across platforms, test/learn and optimize
  • Develop social media measurement reports on a regular cadence with insights and social media team
  • Create, execute against and report on best-in-class channel strategy for social content (specifically Instagram, linkedin, facebook & twitter)
  • Collaborate with content teams to find innovative creative uses for existing and emerging social media platforms (e.g. Instagram Live, Reels & TV, TikTok, etc, strengthening the brand’s visibility and virality, while preserving brand integrity.


  • 7-10 years of growth (& brand/performance) marketing experience (in house or at an agency); start-up experience a plus! 
  • Growth mindset. A bright, kind and goal-oriented leader; a player/coach mentality and can play both roles exceptionally well; experience developing and managing a team with 10+ humans. 
  • Experience managing budgets of at least R9m annually. 
  • Track record of scaling up DTC business lines. You have prior experience in a similar role with a solid track record of success. 
  • You have strong experience in Growth Hacking, Demand Generation, Loyalty/Retention, Social Media/Viral Marketing, and managing tactics across the full customer funnel from acquisition to retention. In-depth knowledge and expertise in data, analytics, CRM, paid media, social, affiliate, email/SMS, apps, and more. 
  • You have good knowledge of Campaign Management Tools and Analytics Tools (eg. MixPanel, Firebase, Adjust, Google Analytics, Mode, Looker, Experience with Sprout, and other social measurement tools etc.). 
  • A strategic, entrepreneurial thinker, and self-starter who isn’t afraid to push the envelope and take calculated risks in the name of driving big wins. 
  • Data-driven and analytical. You always try to back product decisions with data. When data is not available, you’re comfortable driving data analysis to inform decisions. 
  • Customer-obsessed. You care deeply about building the right experience for our local customers and try to do so from data analysis to market research to iterative testing. 
  • Thorough and detail-oriented across all things you touch. 
  • You are highly goal driven and work well in fast paced environments. 
  • Ability to switch between left and right brain seamlessly. 
  • Passionate about The Cross Trainer mission to build the world’s best local commerce experience — valuing sustainability, community, and innovation. 
  • Strong presentation ability to key stakeholders and leadership.
  • Strong leadership ability in a complex and fast-paced environment.
  • Proven ability to drive change in a big organisation, with equal emphasis on process and outcome.
  • Significant experience managing social and content teams within art, luxury or fashion retail industries
  • A natural innovator.
  • Ability to think strategically and translate creative ideas into commercial objectives.
  • Strong storytelling, communication and presentation skills.
  • Familiarity with the operations and procedures of a content production team.
  • Knowledge of digital trends, omni-channel marketing, online media, social networks.
  • Strong sense of ownership and able to apply consistent strategic standards across all outputs at Frame Leisure Trading.
  • Attuned to both the Cross Trainer’s brand, its competitors, and the wider market landscape.
  • Has a proven track record of successfully leading clients into new strategic areas
  • Is familiar with research methodologies and brand and marketing models


  • Competitive salary & equity comp 
  • Medical Aid & Provident Fund coverage 

Further Details

  • Location: based in **Johannesburg**
  • Email CV to: [email protected]  
  • Application closing date: 15 August 2021