Digital Marketing Lead
BrighterMonday Consulting
Marketing & Communications
Job Summary
A mature and dynamic digital marketing professional aged between 28 to 45 years, with a minimum of 5 years of experience in a banking or microfinance institution, and at least 3 years in a leadership role. The ideal candidate must have successfully managed a team of at least three staff, executed high-impact marketing campaigns, and driven business growth through digital sales funnel management, SEO, and lead generation. Experience in institutions that offer logbook loans, checkoff loans, or title deed-based lending, like Mwananchi Credit, is essential.
- Minimum Qualification : Bachelors
- Experience Level : Mid level
- Experience Length : 5 years
Job Description/Requirements
2. Must-Have Qualifications
Academic:
- Degree or Diploma in Communications and Media, Business Management, Marketing, or a related field.
- Certificate in Digital Marketing from a recognized institution (Google, Meta, HubSpot, etc.).
Professional Experience:
- Minimum 5 years in digital marketing, including 2+ years in a microfinance or financial services setting.
- Minimum 3 years in a leadership capacity, with experience managing a marketing team.
- Experience working in a company that offers secured lending products, including logbook and checkoff loans.
3. Key Technical & Strategic Skills
Digital Marketing Strategy & Execution
- Strong command of lead generation, customer acquisition funnels, and digital conversion paths tailored for loan products.
- Demonstrated success managing multi-channel campaigns: Google Ads, Facebook/Instagram Ads, YouTube, SMS, and email.
- Hands-on experience with campaign planning, budgeting, media buying, and ROI tracking.
SEO & Analytics
- Deep knowledge of on-page and off-page SEO, keyword research, and content strategy.
- Proven record of improving keyword rankings and growing organic traffic by double-digit percentages.
- Skilled in using Google Analytics, Data Studio, Meta Ads Manager, and campaign performance dashboards.
Technical Tools & Platforms
- Proficient in CMS platforms such as WordPress, Joomla, or others.
- Experienced in using email marketing and automation tools (e.g., Mailchimp, HubSpot).
- Advanced user of Microsoft Office Suite and general computer applications.
Leadership & Communication
- Strong team management skills: able to train, mentor, and motivate digital marketing staff.
- Experience conducting quarterly performance reviews, setting KPIs, and aligning team goals with business strategy.
- Smart, presentable, and excellent communicator, able to collaborate across departments and present to leadership.
4. Nice-to-Have Qualifications
- Familiarity with UX/UI principles for optimizing user experience across digital platforms.
- Experience in influencer marketing, brand partnerships, or PR campaigns.
- Exposure to financial product sales, including pricing strategies and upselling digital journeys.
5. Performance Expectations (OKR-Aligned)
- Traffic & Leads: Increase website traffic by 20–25% quarterly; drive 4,000+ quality leads monthly.
- Campaign ROI: Maintain a minimum ROI of 5:1 across paid campaigns.
- SEO Growth: Rank 10+ key loan-related keywords in top 3 search positions within 12 months.
- Email Engagement: Boost open rates by 30%, and CTR by 20% within 6 months.
- Team Performance: Ensure at least 90% of team members meet or exceed KPIs each quarter.
- Process Improvement: Implement at least 2 new digital tools or tactics per quarter.
6. Culture & Values Fit
- Demonstrates high integrity, accountability, and a solution-oriented mindset.
- Thrives in a fast-paced, high-growth environment where results matter.
- Passionate about using digital tools to deliver measurable business value.
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