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. 

Job Requirements

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. 

How To Apply

Interested candidates should submit their resume to hr@kifiya.com and include “Head of Marketing" in the subject line. 

We are an equal opportunity employer dedicated to diversity and inclusion, welcoming all qualified applicants regardless of background. Our goal is to build a diverse team to promote innovation and success.