Jobs at Terawork

Role Title: Growth and Marketing Specialist
Reporting To: CEO

Role Purpose

The Growth and Marketing Specialist will own end-to-end growth for Kele Digital Bank. This role is responsible for designing and executing high-impact strategies that drive rapid user acquisition, activation, retention, and revenue growth. You will blend creative marketing execution with rigorous data analysis, experimentation, and product-led growth tactics to scale the platform efficiently in a competitive fintech environment.

What you will be doing everyday

•  Growth Strategy Development: Design and implement full-funnel growth strategies (Acquisition →Activation → Retention → Revenue → Referral)
• User Acquisition & Performance Marketing: Manage and optimize paid channels (Meta Ads, GoogleAds, etc.) and organic channels to acquire high-quality users at scale while reducing CAC.
• Campaign Ideation & Execution: Plan and launch multi-channel campaigns including social media, Bemail/SMS, content, referral programs, and in-app campaigns
• Social Media & Community Growth: Own all Kele social media platforms, build engaged communities, and create viral-worthy content
• Retention & Reactivation: Develop and execute retention campaigns, win-back strategies, and loyalty programs to increase user activity and transaction frequency
• Product-Led Growth & Experimentation: Identify growth loops, run rapid A/B tests, and work closely with the Product team to optimize onboarding, features, and user journeys
• Content & Creative Strategy: Lead creation of compelling marketing content (short videos, graphics,emails, WhatsApp broadcasts, etc.) that resonates with target users
•  Data Analytics & Insight: Track, analyze, and report on key growth metrics. Use data to identify opportunities and recommend growth initiatives
• Budget Management & Optimization: Manage growth marketing budget efficiently across paid media, performance tools, and activations

What We Look For In You

Technical Skills

• Bachelor’s degree in Marketing, Business, Economics, Data Science, or related field.
• 3–5 years of hands-on experience in Growth Marketing or Performance Marketing, preferably in Fintech, Banking, or SaaS.
• Proven expertise in Growth Marketing and Performance Marketing.
• Demonstrated success in scaling user growth and hitting aggressive targets.
• Hands-on experience with Meta Ads Manager, Google Ads, Google Analytics 4, and mobile attribution tools.
• Strong knowledge of A/B testing, funnel optimization, and growth frameworks (AARRR, Pirate Metrics, etc.).
• Proficiency in email/SMS platforms (e.g., Brevo), CRM tools, and basic analytics (SQL is a plus).
• Familiarity with Canva, CapCut, Figma, or similar creative tools.

Soft Skills

• Strong analytical and problem-solving mindset.
• Excellent communication and storytelling skills.
• High ownership, creativity, and ability to thrive in a fast-paced startup environment.
• Results-oriented with a growth hacker mentality.
• Role Alignment with Company Goals
• Accelerate scalable and sustainable user growth.
• Increase transaction volume and platform revenue.
• Build a strong, trusted, and loved digital banking brand.
• Achieve efficient customer acquisition while maintaining healthy unit economics.
• Cultural competencies (Company culture that we don’t negotiate with)
• Humility: Embracing a growth mindset, listening actively, and valuing every team member’s
• contribution, regardless of role or level.
• Honesty: Ensuring transparency in all interactions, communications, and decisions.
• Excellence: Striving for the highest standards in execution, innovation, and service delivery to create meaningful impact.
• Love: Building a culture of empathy, care, and connection that fosters belonging and mutual respect.
• Discipline: Doing what you said you would do, when you said you would do it, at the standard you committed to without being reminded.

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Reports To: Managing Director / Executive Director, Corporate Services

Job Summary

The Head, Brands & Communications will lead the Bank’s brand strategy, corporate communications, media relations, reputation management, and integrated marketing communications initiatives. The role is responsible for strengthening the Bank’s market Npositioning, enhancing brand equity, driving stakeholder engagement, and ensuring consistent brand messaging across all customer and corporate touchpoints.

The ideal candidate must possess strong expertise in brand management, strategic communications, public relations, corporate reputation management, digital communications, and stakeholder engagement within a highly regulated financial services environment.

Key Responsibilities

Brand Strategy & Management

• Develop and execute the Bank’s overall brand strategy in alignment with corporate objectives.
• Drive brand positioning, visibility, and market differentiation across all business segments.
• Ensure consistency of brand identity across branches, digital platforms, campaigns, and corporate materials.
• Monitor and strengthen brand perception and customer engagement.
• Lead periodic brand health assessments and market perception studies.

Corporate Communications

• Develop and implement internal and external communication strategies.
• Manage all corporate announcements, executive communications, and institutional messaging.
• Draft speeches, corporate presentations, press statements, and executive communication materials.
• Ensure effective communication of the Bank’s vision, values, and strategic initiatives.

Public Relations & Media Management

• Build and maintain strong relationships with media houses, journalists, and industry stakeholders.
• Manage media engagements, interviews, press conferences, and public appearances.
• Monitor media coverage and proactively manage the Bank’s public image.
• Lead crisis communication and reputation management initiatives.

Marketing Communications & Campaign Management

• Oversee integrated marketing campaigns for products, services, and corporate initiatives.
• Collaborate with business units to develop targeted marketing communication plans.
• Drive customer acquisition and engagement campaigns across traditional and digital channels.
• Ensure all campaigns align with regulatory and brand standards.

Digital Communications & Social Media

• Lead the Bank’s digital communication and online reputation management strategy.
• Oversee social media platforms, website content, and digital brand engagement.
• Drive content marketing initiatives to improve visibility and customer engagement.
• Monitor digital trends and customer sentiment analytics.

Stakeholder & Reputation Management

• Protect and strengthen the Bank’s corporate reputation.
• Manage stakeholder communications including regulators, investors, customers, and partners.
• Coordinate corporate social responsibility (CSR) communication initiatives.
• Support executive leadership visibility and thought leadership positioning.

Internal Communications & Employee Engagement

• Drive internal communication initiatives that enhance employee alignment and culture.
• Develop staff engagement campaigns and corporate culture communication programs.
• Ensure effective dissemination of organizational updates and strategic initiatives internally.

Event Management & Corporate Visibility

• Oversee corporate events, sponsorships, conferences, and brand activations.
• Ensure effective representation of the Bank at industry and public events.
• Manage event branding and communication deliverables.

Budget & Vendor Management

• Develop and manage branding and communications budgets.
• Oversee relationships with advertising agencies, PR firms, media partners, and creative vendors.
• Ensure cost-effective delivery of branding and communication initiatives

Qualifications & Experience

• Bachelor’s degree in Mass Communication, Marketing, Public Relations,
• Communications, Business Administration, or related field.
• MBA or relevant postgraduate qualification is an advantage.
• Minimum of 10–15 years’ experience in:
• Brand Management
• Corporate Communications
• Public Relations
• Marketing Communications
• Financial Services Communications
• Minimum of 5 years in senior leadership role within banking or financial services.