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Head of Marketing
M-KOPA
Posted 3 months agoNairobi
Location
Nairobi
Job Type
Full-time
Experience
Senior
Category
Marketing
Job Description
We're looking for a Head of Marketing to lead the evolution of our brand from a device-financing company into a consumer fintech platform - someone who knows how to build compelling propositions around services, not just physical products, and deliver that transition across five markets.
The Impact
Your marketing leadership will directly shape how 7 million + customers across Africa discover, choose, and stay with M-KOPA. We've already disbursed over $2 billion in credit to Every Day Earners who were invisible to conventional financial services. It's your chance to lead the marketing strategy for a business that's literally transforming lives across an entire continent 🌍
The Opportunity
🎯 Mission-driven marketing: You'll own the Marketing strategy for a platform that's rewriting the rules of financial inclusion - turning smartphones into pathways to credit, insurance, and economic progress for people who've never had access before.
🏆 Global recognition: Join a company named by TIME 100 as one of the world's most influential and by the Financial Times as Africa's fastest-growing for four consecutive years (2022–2025).
🚀 Real scale challenges: Five markets. Multiple product categories. One coherent brand. You'll be building the marketing architecture to make it all work - from group brand strategy down to in-market execution.
🌱 Environmental impact: We're embedding sustainability into how we grow - having avoided 2.155 million tonnes of CO₂ through solar, refurbished phones, and e-mobility.
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Requirements
- Required Experience::
- 10+ years in marketing, with 5+ in a senior group, regional, or multi-market leadership role
- Proven track record building and evolving brand strategy in high-growth fintech, consumer services, or creative agency environments
- Hands-on ownership of multi-market budgets with direct accountability for spend performance
- Deep experience in M-KOPA's core markets
- Strong ATL campaign craft - directing agency partners and overseeing integrated media plans
- Hands-on performance marketing credentials - funnel optimisation, data-driven acquisition, paid social across Facebook, TikTok, WhatsApp and what comes next
- Proven people leader with experience developing marketing talent across geographies
- Commercially fluent - comfortable with budgeting, managing marketing investment and understanding its contribution to the full proposition economics
Responsibilities
- Your Environment 💼:
- Brand: CI guidelines, value proposition framework, brand architecture across devices and digital product categories
- Product launches: Positioning, selling points, and campaign direction for hardware and digital product launches across markets
- Packaging: Device packaging owned end-to-end - reflecting brand identity and meeting retail, agent, and customer requirements
- Campaigns: ATL, BTL, in-trade, and digital execution - TV, radio, OOH, digital, and experiential - across five markets
- Digital platforms: Performance marketing, CPA targeting, content and video, website strategy and optimisation
- Products: Smartphones, digital loans, flexible advances, device protection, insurance, data bundles, e-motorbikes
- Partnerships: Group agency relationships - briefing, performance reviews, contract oversight
- Measurement: Brand measurement framework - sentiment, awareness, recall, consideration - with OKRs and survey baselines
- Our Marketing Approach 🚀:
- Strategy before execution: Own the brand thinking, brief the agencies, evaluate the output - not the other way around
- Locally adapted, globally coherent: Group brand standards that give country teams room to execute with cultural relevance
- Data-driven decisions: Campaign effectiveness reviews, channel mix optimisation, and post-campaign iteration grounded in real performance data
- Field-first orientation: Deeply customer-centric - understanding the lived realities of Every Day Earners in our markets
- Emerging channels: Actively tracking trends and piloting creator-led campaigns - scaling what works, stopping what doesn't
Benefits
- Location & Benefits:
- On-site role based in any of M-KOPA's five markets - Kenya, Nigeria, Uganda, Ghana, or South Africa
- Work with diverse teams across UK, Europe, and Africa
- Professional development programmes and coaching partnerships
- Family-friendly policies and flexible working arrangements
- Well-being support and career growth opportunities
- Our Impact 💚:
- Connected 📱: 2.5 million first-time smartphone users connected to the digital economy
- Prosperous 💰: 70% of customers use M-KOPA products for income generation, with 35,000 livelihoods created for agents
- Green 🌱: 2.155 million tonnes of CO₂ avoided through clean energy and circular economy products, with 127,700 circular economy products provided
