Head of Marketing

Job Summary:

To lead, structure, and scale a high-performance marketing function that directly drives customer growth, brand equity, revenue generation, and marketing ROI across Kifiya’s Intelligent Financial Services (IFS) business. This role holds end-to-end ownership of marketing strategy, multi-channel execution, product adoption, and field-led activations across diverse offerings including lending, device financing, embedded finance, invoice financing, and B2B eCommerce. As a strategic leader, the Head of Marketing plays a critical role in shaping platform usage, revenue outcomes, and P&L performance through effective customer acquisition, retention, and brand engagement.

Key Responsibilities

1. Strategic Marketing Leadership & P&L Contribution

• Define and lead the integrated marketing strategy across all IFS verticals: IF-aaS, Embedded Finance, Device Financing, Invoice Financing, and eCommerce.
• Directly influence business unit P&L by owning growth drivers including customer acquisition, product activation, campaign ROI, and customer lifetime value.
• Align marketing investments with business forecasts, partner revenue goals, and financial efficiency targets.

2. Brand Management & Narrative Leadership

• Build a compelling, unified brand narrative across platforms — balancing customer trust with innovation and inclusion.
• Lead brand consistency across all user touchpoints, marketing assets, partner-facing materials, and public platforms.
• Oversee PR and external communications in collaboration with Group executives, positioning Kifiya as Ethiopia’s most impactful financial services infrastructure company.

3. Campaign Planning & Multi-Channel Execution

• Design and execute 360° campaigns across digital, ATL, BTL, referral, and field channels, tailored by product, geography, and customer segment.
• Lead growth across performance marketing (Facebook, TikTok, Google), branch and agent activations, market storms, and partner co-marketing.
• Build and scale influencer, referral, and viral marketing programs rooted in behavioral segmentation.

4. Product Marketing & Platform Engagement

• Translate complex product features into clear, motivating, and localized value propositions for each segment (banks, MSMEs, women, informal users).
• Oversee lifecycle content for onboarding, feature education, and retention via SMS, IVR, in-app, and field materials.
• Collaborate with Product and CVM teams to manage customer journey optimization and activation-to-retention funnel performance.

5. Team Building & Organizational Development

• Build and manage a high-impact marketing team structured as:
• Lead, Product Marketing
• Lead, Graphics Design
• Lead, Creative
• Cultivate a culture of performance, creativity, discipline, and customer-centricity across the function.
• Oversee vendor management (creative agencies, media planners) and internal execution across campaign lifecycle.

6. Market Education & Field Activation

• Design marketing interventions that address low-literacy, first-time digital users, and trust-sensitive segments.
• Equip bank branches, CARE agents, and field teams with activation kits, FAQs, visual toolkits, and talking points.
• Oversee regional and demographic localization of campaigns across languages and contexts.

7. Performance Analytics & Growth Optimization

• Own marketing metrics and dashboards for CAC, CPL, ROI, LTV, conversion, and churn reduction across business lines.
• Lead A/B testing, attribution modeling, media optimization, and campaign-level budget reallocations.
• Provide monthly reports, insight memos, and board-ready dashboards aligned with commercial and product KPIs.

Education:

• Bachelor’s degree in marketing, Communications, Business, or related field. MBA preferred.

· Experience:

• 10+ years in senior marketing leadership roles, ideally in fintech, telecom, eCommerce, or digital financial services.
• Proven track record in owning marketing-driven growth outcomes and campaign ROI in complex, multi-product organizations.
• Experience managing national or regional teams, agency relationships, and large-scale BTL activations.

Skills:

• Strong analytical mindset with expertise in digital, product, and field marketing.
• Deep customer empathy, cultural sensitivity, and storytelling capability across diverse segments.
• Strategic leadership combined with operational agility and high execution velocity.
• Cross-functional influence and the ability to align with Product, Sales, Operations, CVM, and Finance.