Team Lead - Digital Marketing and Communications

Education and Experience Requirements

• Bachelor’s degree in marketing, Mass Communication, or a related field.
  
• 3 - 7 years’ experience in Digital Marketing, Marketing communications, Content Marketing, and related roles. Background in Fintech is an advantage.
  
• Strong portfolio showcasing past work done. - This is MANDATORY as applications without a link to portfolio will not be considered.
  
• Exceptional storyteller and content architect
  
• Strong creative thinking with hands-on content creation skills
  
• Deep understanding of digital culture, platforms, formats, and creator economy
  
• Experience developing brand archetypes, tone of voice, and messaging systems
  

Content & Storytelling Leadership

• Develop and own a fit for market content framework built on narratives, storytelling, archetypes, and psychological triggers.
  
• Lead the creation of high-impact content: campaigns, product explainers, community stories, brand assets, thought-leadership.
  
• Drive consistent tone of voice, brand sentiment, and messaging architecture across channels.
  

Digital Communications & Brand Narrative

• Define the brand’s digital narrative and communication strategy across platforms.
  
• Ensure comms support product GTMs and brand goals.
  
• Collaborate with PR for aligned messaging across earned, owned, shared, and paid media.
  
• Champion sentiment analysis and protect the brand across digital ecosystems.
  

Social Media Leadership & Community Building

• Own social media end-to-end: strategy, editorial calendar, content, posting, storytelling, amplification, and engagement.
  
• Build and scale MoMo communities (users, creators, merchants, agents, affiliates, youth).
  
• Deploy social listening and insight-driven responses to trends, culture, and customer sentiment.
  
• Manage brand champions and stakeholders to drive advocacy and cultural relevance.
  

Email, CRM & Lifecycle Communications

• Own content and messaging for all customer touchpoints including email, newsletters, push notifications, SMS, and in-app messages.
  
• Build storytelling-driven lifecycle flows that support onboarding, activation, usage, education, and retention.
  
• Collaborate with Growth/CVM for segmentation logic — but own the tone, voice, and creative quality
  

Campaign Mapping & Creative Execution

• Lead digital creative development for campaigns (brand, product, performance support).
  
• Own campaign mapping—story arcs, messaging layers, creative frameworks, and mixed-media rollouts.
  
• Work with brand, product, and growth teams to ensure clarity of message, audience segmentation, and excellence.
  

Mixed Media & Audience Mapping

• Build audience matrices for segments (youth, diaspora users, merchants, agents, salary earners, etc.).
  
• Create channel-specific content strategies based on audience behavior and platform psychology.
  
• Drive mixed-media distribution strategies — combining video, text, GIFs, UGC, longform, shortform,and interactive content, and emerging formats.
  

Website Content Strategy & ASO Support

• Define web content structure, product narratives, and brand messaging for the website and landing pages.
  
• Work with Growth & Performance on ranking, keyword alignment, and optimization of creative and messaging.
  
• Ensure web and app store presence reflects brand tone, clarity, and storytelling.
  

Communications Governance & Internal Alignment

• Set standards for voice, tone, style guidelines, archetypes, and content principles.
  
• Safeguard the integrity of MoMo’s communication ensuring all messaging aligns with the brand’s strategic direction.
  
• Lead the development of a brand communication playbook, governance standards, and communication approval processes.