Job Title: Lead, Digital Marketing & Communications
Company: MoMo Payment Service Bank
Job Summary
MoMo PSB is seeking a highly skilled Lead, Digital Marketing & Communications who will be responsible for shaping and amplifying the brand’s voice across digital channels, building vibrant communities, and driving powerful storytelling that accelerates product adoption and brand love. A suitable candidate is one who sets the content and communications agenda for the organization and builds a digital-first brand that resonates deeply with customers.
Key Responsibilities
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.
- Build a creator-style engine that produces snackable content, hero content, educational content, and culture-led content.
- Translate products, data, and insights into powerful stories that drive growth and usage.
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.
- Elevate social into a performance-supporting funnel, working with the Growth Specialist for seamless paid–organic synergy.
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.
- Ensure all campaigns integrate across ATL, digital, social, PR, field, and partnerships.
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.
- Support crisis communication and messaging alignment in sensitive situations.
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
- Strong background in social media strategy, community building, and digital comms
- Skilled in narrative shaping, comms planning, and sentiment-driven engagement
- Experience with multi-format content (video, scriptwriting, carousels, blogs, UGC)
- Skilled in campaign mapping, cross-channel integration, and digital-first brand building
- Experience collaborating with media, PR, creative agencies, production, and influencers
- Deep grounding in consumer psychology, content psychology, and audience mapping
- Ability to translate user insights into content that drives emotion and action
- Ability to run content calendars, production pipelines, and agile creative processes
- Comfortable working fast, managing creators/agencies, and delivering consistently.
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