Responsibilities

Product Marketing & GTM Strategy

Conduct market research, competitive analysis, and customer segmentation to identify needs and positioning opportunities.

Collaborate with other departments to define product messaging, positioning, features, and pricing.

Build go-to-market plans for new offerings (e.g., vehicle finance, SME loans), aligning launch timing, messaging, and channel mix.

Track and optimize key performance metrics—CPA, ROAS, LTV—to allocate spend intelligently and meet profit targets.

 Integrated Campaign Execution

Develop and implement digital campaigns (Google/Facebook Ads, email, SEO/SEM, social media) to generate leads and convert target segments.

Support traditional marketing efforts print, outdoor, events to bolster brand presence in key markets.

Content & Sales Enablement

Create compelling product content: website copy, whitepapers, case studies, presentations, and training materials for internal sales teams.

Develop thought leadership content and PR assets that reinforce Umba’s credibility, profitability, and fintech leadership.

Performance Measurement & Reporting

Track KPIs (CPA, LTV, conversion rates, channel performance) and optimize campaigns through A/B testing and analytics insights.

Deliver monthly reports and recommendations to senior leadership.

Cross-Functional Collaboration

Work closely with Product, Finance, Compliance, Sales, and Operations to align marketing efforts with product roadmaps and regulatory requirements.

Manage external partners—agencies, vendors, and influencers—to amplify campaign reach and effectiveness.

Role Breakdown

80% Marketing Responsibilities: You’ll lead and execute marketing campaigns—covering digital (Google/Facebook ads, SEO, email, social media) and traditional channels—focused on driving acquisition, engagement, and growth.

20% Product Responsibilities: You’ll collaborate with other teams—conducting market research, supporting go-to-market strategy, and helping refine product positioning and messaging.

Qualifications and Skills

Bachelor’s degree in Marketing, Business, Communications, or related field.

5+ years of digital marketing experience—preferably in fintech, banking, or financial services.

Proven success building and optimizing multi-channel performance campaigns (Google Ads, Facebook, email, SEO/SEM).

Strong analytics skills—familiarity with Google Analytics, BI tools, tracking metrics like CAC, LTV, ROI.

Excellent copywriting, content strategy, and storytelling skills—able to simplify complex financial products.

Experience with market research, segmentation, and launching region-specific campaigns, ideally in Kenya or Nigeria.

Ability to work cross-functionally, manage agency partners, and execute under tight deadlines.

Familiarity with traditional and community marketing methods in mobile-first markets.

Knowledge of regulated financial products and compliance considerations is a plus (e.g., Microfinance Act, Prudential guidelines and Data Protection Act).