Head of Brand and Product Marketing at Mukuru

Job Description

The main purpose of this role is to play a pivotal role in shaping Mukuru’s global brand identity, driving product awareness, and ensuring our solutions resonate with target audiences. This senior leadership position requires a strategic, creative, and results-oriented professional who can lead a high-performing marketing team to achieve our business objectives.

Duties and Responsibilities (Include but is not limited to):

Brand Strategy and Development

• Develop and execute a global brand strategy that caters to the specific needs and preferences of target markets as part of our expansion efforts.
• Ensure the brand strategy aligns with the customer journey, providing a consistent and positive experience across all customer touchpoints.
• Incorporate the brand strategy into product positioning, enhancing the appeal of products in target markets.
• Develop and adapt the brand strategy for digital channels, optimising online presence for target markets.

Product Marketing

• Lead the creation of go-to-market strategies that are tailored to new markets and diverse customer segments.
• Develop product marketing strategies that resonates with customers at different stages of their journey, enhancing their experience.
• Ensure clear communication of product value propositions for customers in various markets.
• Lead the development of digital product marketing campaigns to reach and engage customers online.
• Keep abreast of industry best practices and benchmarks related to product marketing to ensure Mukuru is efficient, with the aim to lead the market in product marketing.
• Marketing Campaigns

• Oversee marketing campaigns targeted at specific expansion regions to maximize brand visibility.
• Lead collaboration efforts with cross-functional teams to create campaigns that address customer pain points and drive a seamless journey.
• Lead the execution of promotions for product-specific campaigns in line with market expansion efforts.
• Oversee the deployment of digital campaigns to engage target audiences through online channels, including social media and search engines.

Digital Strategy

• Lead digital strategies that resonates with the cultures and preferences of new markets.
• Oversee the creation of content that guides and supports customers at each step of their journey.
• Responsible for the design and development of product-related content that educates and informs customers about Mukuru products.
• Responsible for the develop of online content aligned with digital channel strategies to engage and inform customers

Team Leadership

• Lead the marketing team in understanding the nuances of new and existing markets and market-specific strategies.
• Foster a customer-centric culture within the marketing team, ensuring alignment with the customer journey.
• Encourage a product-focused approach within the team to effectively market Mukuru products.
• Promote digital expertise within the team to excel in online channel marketing.
• Create a positive work climate and culture to energise employees, give meaning to work, minimise work disruption and maximise employee productivity.
• Demonstrate exemplary leadership behaviour, through personal involvement, commitment and dedication in support of organisational values.
• Appoint suitably qualified talent in line with Employment Equity principles and values.
• Drive a culture that guides and directs best practice, fostering an environment of continuous learning, improvement, and cohesiveness.
• Enable a learning and growth culture by encouraging innovation, change agility, collaboration and knowledge sharing within the team.
• Execute effective workforce planning practices to ensure that staffing requirements are accurately forecasted.
• Identify employee growth and development needs and schedule interventions to enable ongoing development, training, and personal growth.
• Drive and enable a high-performance culture within the team in order to ensure business objectives are achieved.

Data Insights and Reporting

• Present insights and recommendations enabled by strategic thinking, technical knowledge, and strong communication skills.
• Lead market research and building of industry standard systems and tools for efficient delivery and availability of insights when required.
• Ensure tracking and reporting on the performance of marketing initiatives in existing and newly expanded markets to enable key business decisions.
• Monitor and analyse customer journey metrics to identify areas for improvement.
• Measure the impact of product marketing efforts on revenue and customer engagement.
• Analyse digital channel performance and ROI to refine online marketing strategies

Budget Management

• Ensure appropriate, financial management, funding, budgetary provisions, and control procedures are in place for area of responsibility.
• Allocate budget resources to support marketing activities in expansion markets.
• Allocate budget for initiatives aimed at enhancing the customer journey.
• Allocate budget for product marketing campaigns to promote Mukuru products.
• Allocate budget for digital marketing initiatives aligned with digital channel strategies.
• Implement risk management, governance, and compliance policies in own area, to identify and manage governance and risk exposure liability.
• Investigate reported findings of non-compliance and initiate corrective actions.
• Provide direction for continuous improvement efforts by managing the identification of opportunities, cost reduction, improvements, and systems enhancement.

Stakeholder Collaboration

• Build and maintain effective business relationships with key stakeholders to manage service delivery in line with business expectations and requirements.
• Engage with key internal and external stakeholders to identify changing business and customer needs and make recommendations to brand and product marketing.
• Lead collaborations with cross-functional teams to ensure alignment with expansion objectives.
• Lead partnership with customer support and product teams to improve the customer journey.
• Work closely with product development teams to align marketing efforts with product strategies.
• Lead collaborations with digital experts and IT teams to optimise online channel strategies.
• Develop and drive execution of work aligned to service level agreements and standards ensuring stakeholders receive clear and accurate information and are kept informed at all times.

Key Requirements:

• Post Graduate Honours Degree or Postgraduate Diploma in Marketing, Business or related field
• 8 years’ Progressive experience in marketing roles within financial/fintech industry
• 5 years’ Strong leadership and team management experience, including leading and developing high-performing marketing teams
• 5 years’ Proven experience in market expansion strategies, including entering new regions and international markets
• In-depth understanding of the fintech industry, financial services, and digital banking, including experience in marketing fintech products.
• Expertise in developing go-to-market strategies, product positioning, and product marketing campaigns.
• Proficiency in budget planning and allocation, ensuring efficient resource utilisation
• Strong collaboration skills and the ability to work effectively with various teams, including product development, sales, and customer support
• Proficiency in data analytics and reporting, with a track record of measuring marketing performance and optimising strategies
• Capability to create and execute a comprehensive brand strategy, guidelines, and market-specific branding
• An understanding of customer journey mapping, customer experience enhancement, and a focus on customer satisfaction
• Proficient in digital marketing strategies, including social media, and online content marketing
• Excellent written and verbal communication skills, including the ability to present marketing strategies and results to executives and stakeholders

Key Competencies:

• Developing Strategies
• Providing Insights
• Networking
• Generating Ideas
• Professional Expertise
• Directing People
• Innovative thinking
• Organisational Awareness
• Analysis and Judgement
• Establish Rapport

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