General Manager: Brand and Digital Marketing

Context

Fintech is entering a new phase where operational and commercial excellence has become critical for success. We at MTN believe this is a game changer in terms of our business strategy. We are looking at an incumbent to join us as we build a successful business together.

As part of your portfolio as
General Manager: Brand and Digital Marketing,
you will be:

• The General Manager: Brand and Digital Marketing is responsible for
  building, protecting, and scaling the MTN Fintech brand as Africa's leading digital financial services platform
  .
• The role owns the global brand architecture, communication narrative, and digital-first marketing strategy and execution that will reposition MoMo from a telco wallet into a lifestyle-driven OTT Super App.
• This role leads a
  Group-level center of excellence
  for brand and digital marketing, embedding
  data-driven, performance-led, and AI-enabled marketing practices
  across all OPCOs.
• It ensures MTN Fintech delivers consistent, compelling, and innovative brand experiences for consumers, merchants, agents, and ecosystem partners, while optimizing marketing ROI, enhancing customer engagement, and driving sustainable growth.

Brand & Communication Leadership

• Serve as custodian of the MTN Fintech brand, ensuring alignment across Group and OPCOs.
• Lead the brand repositioning journey from telco wallet to OTT Super App.
• Develop a segmented communication strategy for diverse audiences (consumers, agents, merchants, regulators, partners).
• Establish Group-level playbooks, toolkits, and guidelines for OPCOs.
• Manage reputation, crisis communication, and thought leadership positioning in collaboration with Corporate Affairs.
• Coordinate execution of brand strategy with the OPCOs
• Support group and OPCO in executing marketing activities

Digital Marketing & Performance

• Build and lead a Digital Marketing Center of Excellence (CoE) at Group level.
• Drive the shift from traditional marketing to digital-first, precision marketing.
• Embed AI, machine learning, and MarTech platforms to enable predictive targeting, automation, and ROI tracking.
• Manage cross-market campaign design, media buying, and creative production.
• Champion adoption of digital channels (MoMo App, web, social, influencer, and emerging media).

Market & Consumer Insights

• Institutionalize data-driven marketing with analytics, A/B testing, and behavioral insights.
• Conduct market and competitor benchmarking to maintain leadership.
• Conduct user research and establish brand health
• Translate insights into personalized experiences that drive adoption and retention.

Ecosystem & Partnership Marketing

• Collaborate with product, commercial, and technology teams for integrated GTM execution.
• Partner with merchants, developers, fintechs, and global tech players to co-create scalable campaigns.
• Build ecosystem narratives that enhance trust and adoption across diverse markets.

Leadership & Capability Building

• Lead a pan-African team of brand and digital marketing professionals.
• Embed future-fit skills (analytics, MarTech, digital content, AI-driven marketing).
• Act as executive spokesperson for MTN Fintech brand strategy.
• Lead development and implementation of gamification platform and practice

The "Must-haves" we look for in an incumbent

Education

• Master's degree in marketing, Communications, Digital Media, or related field

Experience

• 12–15 years' progressive experience in brand management, and digital marketing
• Proven Pan Africa multi-cultural experience is advantageous
• Strong track record in brand transformation
• Deep expertise in digital marketing ecosystems and MarkTech
• Strong leadership, influencing, and stakeholder management skills at C-suite and Board level
• Experience in payment
• Deep understanding of the digital banking ecosystem, players, business models and industry related best practices
• Experience in ecommerce and electronic payment business is advantageous
• Entrepreneurial spirit, self-driven and ability to motivate a fast-paced team
• Worked across diverse cultures and geographies
• Pan Africa multi-cultural experience is advantageous

Technical Competencies

• Brand Architecture & Positioning:
  Expertise in defining and managing brand identity systems, repositioning strategies, and storytelling frameworks to transition MTN Fintech into a standalone, pan-African Super App brand.
• Digital Marketing & Performance Optimization:
  Mastery of digital-first marketing, including performance marketing, customer lifecycle management, personalization, SEO/SEM, programmatic media buying, and attribution modeling to maximize ROI.
• MarTech & Data-Driven Marketing:
  Proficiency in leveraging marketing technology platforms (CRM, CDP, DMP, automation tools, analytics dashboards) to drive hyper-personalized campaigns, customer insights, and growth marketing strategies.
• Consumer Insights & Behavioral Analytics:
  Deep capability in using data science, segmentation, A/B testing, and predictive analytics to uncover customer needs, track sentiment, and refine marketing strategies for diverse African markets.
• Digital Channel & Ecosystem Management:
  Ability to design and scale omni-channel campaigns across app, social, web, and partner platforms, while building ecosystems with fintech products, merchants, agents, and digital communities.
• Reputation & Crisis Communication:
  Strong expertise in proactive and reactive reputation management, including crafting communication protocols, managing brand risk, and aligning with regulatory and corporate affairs teams.
• Innovation in Content & Engagement:
  Advanced knowledge of immersive and emerging marketing formats (AI-driven personalization, gamification, influencer ecosystems, AR/VR experiences, conversational marketing) to keep the brand relevant and future-ready.

What will give an edge to your application:

KPI

• Brand recall
• Share of voice
• NPS
• Brand sentiment
• Cost per install
• Cost per new active monthly user
• Monthly active user
• Marketing ROI
  Marketing as % of revenue

Closing date: 16 October 2025. Late applications will not be accepted.

Should you not hear from us within two weeks of the closing date, consider your application unsuccessful.

Ready to make and drive the change with us. Apply now