Head of Marketing, Public Relations, and Communication at Baobabplus

The Opportunity

• Baobab Microfinance Bank Nigeria is seeking a visionary and results-driven Head of Marketing, PR & Communications to lead the transformation of our brand, customer engagement, and market positioning.
• This is a high-impact leadership role for a strategic thinker and builder—someone who can combine data-driven marketing, compelling storytelling, and strong regulatory awareness to accelerate growth, strengthen brand equity, and position Baobab as a top-of-mind financial partner for millions of Nigerians.
• You will sit at the intersection of business growth, customer experience, and brand leadership—shaping how we engage, acquire, and retain clients at scale.

Role Purpose

• You will provide strategic leadership across Marketing, Brand, Public Relations, and Corporate Communications, ensuring full alignment with the Bank’s growth ambitions, customer strategy, and regulatory environment.
• Your mandate is clear: drive measurable growth in active clients (MAC & YAC), elevate brand perception, and build a modern, high-performing marketing engine that delivers business impact.

Key Responsibilities
Strategic Leadership & Growth:

• Define and execute a best-in-class, insight-driven marketing and communications strategy aligned with business objectives and regulatory standards.
• Act as a trusted advisor to Executive Management, providing market intelligence, competitive insights, and strategic recommendations.
• Embed marketing as a core growth driver, directly contributing to customer acquisition, retention, and product penetration.
• Ensure full compliance with CBN and all relevant regulatory frameworks.

Brand Leadership & Market Positioning:

• Serve as the custodian of Baobab’s brand, ensuring consistency, clarity, and differentiation across all touchpoints.
• Elevate brand positioning to make Baobab a top-of-mind financial institution in Nigeria.
• Lead brand audits and transformation initiatives to strengthen trust, visibility, and emotional connection with customers.
• Drive a unified brand experience across branches, digital platforms, and partner ecosystems.

Integrated Marketing & Product Growth:

• Lead the design and execution of integrated, multi-channel campaigns (digital, offline, experiential).
• Partner cross-functionally (Product, Commercial, Operations) to:
  • Develop go-to-market strategies
  • Successfully launch and scale products
  • Support full product lifecycle growth
• Build targeted initiatives to accelerate acquisition, increase retention, and deepen cross-selling.

Corporate Communications & Reputation Management:

• Define and execute a robust internal and external communications strategy.
• Lead media relations, public affairs, and crisis communication, safeguarding the Bank’s reputation.
• Ensure consistent, transparent, and timely communication with employees, regulators, partners, and the public.
• Position Baobab as a thought leader in financial inclusion and microfinance.

Digital Marketing & Performance Excellence:

• Build and scale a data-driven digital marketing engine with clear KPIs across:
  • Lead generation
  • Conversion
  • Customer value creation
• Optimize digital channels and social media to drive engagement, acquisition, and brand advocacy.
• Leverage analytics to continuously refine campaigns and maximize ROI.
• Support the Bank’s digital transformation agenda through innovative marketing approaches.

Team Leadership & Operational Excellence:

• Build, lead, and inspire a high-performing marketing and communications team.
• Reorganize and strengthen the function to be fit-for-purpose and future-ready.
• Manage budgets with discipline, ensuring maximum impact and efficiency.
• Foster strong collaboration across business units to ensure alignment and execution excellence.

Success Metrics (KPIs)

• Positioning Baobab as a top-of-mind financial brand in Nigeria
• Significant growth in Monthly Active Clients (MAC) and Yearly Active Clients (YAC)
• Measurable increase in brand awareness and positive perception
• Strong uplift in customer acquisition, engagement, and retention
• Consistent and high-quality brand execution across all touchpoints
• Successful delivery of high-impact campaigns and product launches
• Strong media presence and reputation outcomes
• Step-change improvement in digital engagement and performance metrics

Profile We Are Looking For
Education:

• Bachelor’s Degree required
• MBA or Master’s degree is a strong advantage

Experience:

• Minimum 10+ years of experience in Marketing, PR, and Communications, with at least 3 years in a senior leadership role
• Proven track record of driving growth through marketing in a regulated industry (financial services experience strongly preferred)
• Demonstrated success in brand building, digital marketing, and integrated campaign execution
• Deep understanding of the Nigerian market and consumer dynamics

Core Competencies:

• Strategic thinker with strong commercial and business acumen
• Exceptional leadership and team-building capabilities
• Strong stakeholder management and executive communication skills
• Highly creative yet data-driven
• Ability to operate effectively in a fast-paced, regulated environment
• High level of integrity, judgment, and professionalism.

Why Join Baobab?

• Opportunity to shape and scale a leading financial inclusion brand
• Direct impact on millions of customers and SMEs across Nigeria
• A leadership role with real ownership and visibility at executive level
• A platform to build a modern, data-driven marketing function from the ground up.