Head of Marketing

Marketing Strategy and Business Growth

• Develop and execute an integrated marketing strategy for Piggytech and its products, aligned with business priorities and customer needs.
• Translate company goals into clear marketing plans, measurable targets, budgets and priorities for each product and team.
• Balance brand building with customer acquisition, activation, engagement, retention and advocacy.
• Identify opportunities to reach new audiences, strengthen our position in existing markets and increase adoption of our products.
• Lead market research, customer insight and competitor analysis, using findings to inform marketing and business decisions.
• Work closely with the CMO and other business leaders to evaluate opportunities and recommend where marketing resources will have the greatest impact.

Brand Strategy and Creative Direction

• Define and maintain clear positioning for Piggytech and each of its product brands, ensuring they are distinctive, relevant and consistent.
• Strengthen brand awareness, preference and trust across customer segments.
• Set the direction and quality standards for creative work, ensuring campaigns are culturally relevant and connect with a broad Nigerian audience.
• Oversee brand identity, messaging and storytelling across digital platforms, advertising, events, partnerships and other customer touchpoints.
• Review major campaigns and creative work to ensure they meet business objectives, reflect the brand and communicate clearly.
• Ensure each product has an appropriate marketing approach while maintaining consistency across the group.

Product Marketing and Customer Lifecycle

• Lead go-to-market strategy for new products, features and services, covering audience definition, positioning, messaging, launch plans and measures of success.
• Translate product features into clear benefits that help customers understand and use our products.
• Partner with Product, Engineering and Customer Success to ensure marketing is involved early in product development and launch planning.
• Develop marketing programmes that support onboarding, activation, repeat usage, retention and reactivation.
• Identify relevant opportunities for cross-product adoption based on customer needs and behaviour.
• Use customer feedback and campaign insights to improve messaging, customer journeys and product adoption.

Customer Acquisition, Campaigns and Partnerships

• Lead customer acquisition across paid, owned, earned, referral, partnership and offline channels.
• Oversee integrated campaigns across content, social media, digital advertising, public relations, events and other relevant channels.
• Build partnerships with businesses, platforms and communities that expand our reach and create measurable value.
• Guide channel selection, audience targeting, campaign execution and ongoing optimisation.
• Assess acquisition quality alongside volume, including activation, retention and long-term customer value.
• Ensure campaigns have clear objectives, appropriate budgets, realistic timelines and defined ownership.

Communications and Reputation Management

• Oversee external communications, media relations and public-facing messaging across Piggytech and its products.
• Develop communications plans that strengthen public understanding of our business and reinforce customer confidence.
• Lead marketing’s response to service disruptions, sensitive issues and reputational incidents, coordinating with leadership, Legal, Compliance, Customer Success and relevant technical teams.
• Establish clear processes for reviewing, approving and publishing external communications.
• Ensure marketing claims and customer communications are accurate, responsible and aligned with applicable requirements.
• Maintain sound verification, approval and escalation practices across the team’s channels and external engagements.

People Leadership and Team Development

• Lead and develop the whole marketing team, with clear responsibilities, reporting lines and expectations.
• Coach team leads to become effective people managers who can plan work, give useful feedback and manage performance.
• Set measurable individual and team goals, hold regular one-to-ones and conduct fair, evidence-based performance reviews.
• Address performance gaps promptly through clear feedback, appropriate support and accountability.
• Identify skills gaps and work with People Operations to recruit, develop and retain the talent needed to deliver the marketing strategy.
• Build a culture of ownership, collaboration, creativity and continuous improvement.
• Plan team capacity and workloads effectively, giving team members meaningful ownership and realistic delivery timelines.
• Strengthen collaboration across marketing disciplines and with other teams across the business.

Budget, Operations and Performance

• Own marketing planning and budget management in collaboration with the CMO and Finance.
• Allocate resources across products, channels and initiatives based on business priorities and expected returns.
• Establish clear workflows for briefs, campaign planning, approvals, quality checks and reporting.
• Select and manage agencies, vendors and other external partners, holding them accountable for quality and results.
• Develop reporting that measures brand health, campaign effectiveness, acquisition efficiency, customer engagement and marketing’s contribution to business outcomes.
• Present performance, insights, risks and recommendations to leadership, using evidence to guide decisions.

• At least 10 years of progressive marketing experience, including at least 5 years in senior marketing leadership with responsibility for strategy, budgets and team performance.
• Substantial experience directly managing marketing teams and team leads, with evidence of developing managers, improving performance and building effective teams.
• A proven record of leading a broad marketing function across brand, product marketing, acquisition, customer engagement and communications.
• Demonstrated success growing a consumer brand and acquiring customers at scale, supported by measurable results.
• Experience developing marketing strategies that support customer activation, retention and long-term value.
• Strong brand positioning, storytelling and creative judgement, with the ability to assess work for clarity, relevance and broad audience appeal.
• Strong commercial and analytical skills, including experience managing budgets, evaluating channel performance and making resource allocation decisions.
• Experience leading product launches and coordinating campaigns across multiple channels and teams.
• Experience building partnerships that deliver measurable brand or business outcomes.
• Sound judgement and practical experience managing external communications, sensitive issues and crisis responses.
• A deep understanding of Nigerian consumers, culture and media, with the ability to adapt marketing approaches to different audiences.
• Experience in fintech or financial services, with an understanding of the importance of trust and responsible customer communication.
• Experience overseeing marketing for multiple products or brands, balancing shared priorities with the needs of each business.
• Strong stakeholder management and communication skills, with the ability to influence senior leaders and work effectively across functions.
• The ability to set strategic direction while staying close enough to execution to maintain quality, resolve problems and deliver results.