Head, Marketing at Elsadave

Description

• Our client is seeking to engage a Head of Marketing whose primary responsibilities boarders around developing and executing the Bank’s marketing strategy to drive sustainable customer acquisition, deposit mobilisation, loan-product adoption, brand growth, customer engagement and overall revenue growth.
• The role will lead the Bank’s marketing function across brand management, digital marketing, customer acquisition, product marketing, campaigns, communications, partnerships and market intelligence, ensuring that marketing activities translate into measurable business results.
• The successful candidate must combine strategic marketing leadership with strong commercial execution, particularly within financial services, microfinance, fintech or other highly competitive consumer-facing environments.

Key Responsibilities
Marketing Strategy & Planning:

• Translate corporate and product objectives into clear marketing plans, campaigns and measurable targets.
• Develop customer acquisition and retention strategies across the Bank’s target segments.
• Identify emerging market opportunities, customer trends and competitor movements.

Customer Acquisition & Business Growth:

• Drive customer acquisition campaigns for savings, current accounts, loans, digital banking and other financial products.
• Work closely with Business Development, Branch Operations and Credit teams to ensure marketing generates qualified and commercially valuable leads.
• Drive deposit mobilisation and loan portfolio growth through targeted marketing initiatives.

Partnerships & Market Development:

• Identify and develop strategic partnerships that can increase customer acquisition, deposits, lending opportunities or brand visibility.
• Explore partnerships with businesses, associations, cooperatives, communities, employers, institutions and relevant digital platforms.
• Develop referral and affiliate programmes where appropriate.
• Represent the Bank at relevant industry, business and community events.

Market Intelligence:

• Conduct market and competitor analysis to identify opportunities and threats.
• Monitor competitor pricing, product offerings, campaigns and customer acquisition strategies.
• Generate customer insights to support product development and commercial decision-making.
• Track industry trends, especially developments affecting microfinance, digital banking and financial inclusion.

Team Leadership:

• Build, lead and develop a high-performing marketing team.
• Set clear objectives, KPIs and performance expectations.
• Coach team members and build internal marketing capability.
• Allocate responsibilities and resources effectively.
• Promote a culture of creativity, accountability, experimentation and measurable results.

Key Performance Indicators (KPIs)
The Head of Marketing will be measured against indicators including:

• Deposit Mobilization
• New customer acquisition
• Customer acquisition cost (CAC)
• Marketing-generated leads and conversion rate
• Loan-product acquisition/adoption
• Marketing-generated revenue
• Partnership-generated business

Qualifications & Experience
Essential:

• Bachelor’s Degree in Marketing, Business Administration, Communications, Economics, Finance or a related discipline.
• Minimum of 9 years’ relevant marketing experience, with at least 3 years in a leadership or managerial role.
• Proven experience developing and executing commercially successful marketing strategies.
• Strong experience in deposit mobilisation andcustomer acquisition.
• Demonstrable experience managing marketing budgets and measuring marketing ROI.
• Strong understanding of consumer behaviour and customer segmentation.