Digital Communication Manager

Role Purpose

• The Digital Communications Manager will lead the development and execution of integrated digital communication strategies that drive customer acquisition, engagement, and retention for Hela Pesa’s financial products.
• The role will ensure alignment between brand positioning, customer needs, regulatory requirements, and business growth objectives, leveraging data-driven insights, digital platforms, and strategic communication to enhance market presence and trust.

Reporting Line

• Reports to: Commercial Director
• Direct Reports: Social Media & Content Team, Designers (internal or outsourced) 

Key Responsibilities

Digital Strategy & Growth

• Develop and execute a results-driven digital communications strategy aligned with Hela Pesa’s growth targets 
• Drive customer acquisition and retention through optimized digital campaigns and channels 
• Align communication strategies with product offerings, promotions, and financial solutions 

Customer Acquisition & Performance Marketing

• Lead performance marketing initiatives across Google Ads, Meta (Facebook/Instagram), TikTok, and other platforms 
• Optimize campaigns to achieve cost-efficient customer acquisition and high conversion rates 
• Monitor and improve the full customer journey from awareness to onboarding and retention 

Content, Brand & Engagement

• Oversee the creation of engaging, compliant, and customer-centric content across all digital platforms 
• Ensure consistency in brand messaging, tone, and visual identity 
• Develop and manage content calendars aligned with campaigns, financial literacy, and product awareness 

Digital Platforms & Product Alignment

• Manage and optimize all digital platforms (website, mobile channels, social media) to ensure they are user-friendly, responsive, and conversion-focused 
• Collaborate with product and tech teams to enhance user experience and digital product adoption 
• Continuously refine digital interfaces based on customer behavior and insights 

Data Analytics & Insights

• Analyze digital performance data to inform strategic decisions and campaign optimization 
• Develop dashboards and reports to track KPIs such as acquisition cost, engagement, and conversion rates 
• Leverage customer insights to improve targeting, messaging, and product positioning 

Public Relations & Corporate Reputation

• Plan and manage PR activities, media engagements, and brand visibility initiatives 
• Safeguard and enhance the company’s reputation in a highly regulated financial environment 
• Lead crisis communication and ensure timely, accurate, and compliant responses 

Regulatory & Compliance Alignment

• Ensure all digital communication and marketing activities comply with CBK regulations and data protection laws 
• Work closely with compliance and legal teams to review and approve campaigns and messaging 

Stakeholder & Partnership Management

• Act as the key liaison between marketing, product, compliance, external agencies, and media partners 
• Manage relationships with influencers, digital partners, and PR agencies 

Budget & Resource Management

• Develop and manage the digital marketing and communications budget 
• Optimize spend across channels to maximize ROI and efficiency 

Key Performance Indicators (KPIs)

• Customer acquisition growth (new loan customers / app users) 
• Cost per acquisition (CPA) and campaign ROI 
• Digital engagement rates (traffic, clicks, conversions)  
• Loan application and disbursement conversion rates 
• Brand visibility and media coverage 
• Customer retention and repeat usage 
• Compliance adherence (zero regulatory breaches in communication) 

Qualifications & Experience

• Bachelor’s degree in Marketing, Communications, Business, IT, or related field 
• Minimum 3years’ experience in digital marketing, fintech, or financial services 
• Proven experience managing performance marketing campaigns and digital growth strategies 
• Strong understanding of customer acquisition in lending/microfinance environments 

Core Competencies

• Strong commercial and growth mindset 
• Data-driven decision-making and analytical skills 
• Leadership and team management 
• Excellent communication and brand storytelling 
• Stakeholder and relationship management 
• High attention to detail, especially in regulated environments 
• Strong understanding of digital tools, UX/UI, and customer journey optimization 

Tools & Systems (Desirable)

• Google Analytics, Google Ads 
• Meta Ads Manager, TikTok Ads 
• SEO tools (e.g., Ahrefs) 
• CRM and marketing automation platforms 
• Content and design tools (Adobe Suite, CapCut, etc.) 

Personal Attributes

• Results-oriented with strong accountability 
• Innovative, agile, and adaptable 
• High integrity and professionalism 
• Ability to work under pressure in a fast-paced fintech environment