Job Description
Our client is an FCA -regulated payments and remittance business dedicated to providing innovative payment solutions that connect frontier markets.
They are seeking to hire a Head of Marketing to build and lead a performance and brand-oriented marketing org. The Candidate will own growth across demand generation, product marketing, brand, content, PR, digital/mobile, offline/field, and diaspora-targeted remittance campaigns focused on Nigerians and Ghanaians in the UK and Canada. The Candidate will Report to CEO/Chief Revenue Officer and partner with Sales, Product, Compliance, and Customer Success.
Job Responsibilities:
Strategy & Leadership
• Own a 12-24 month integrated marketing plan aligned to ARR, CAC, LTV, retention, and remittance volume growth on UK>>Africa and Canada > > Africa corridors.
• Recruit, mentor, and scale a cross-functional marketing team (growth/UA, product marketing, events/field, partnerships, analytics).
Remittance & diaspora GTM
• Design and execute acquisition and retention campaigns for diaspora senders (Nigerians, Ghanaians) in the UK and Canada using ethnic media, community partners, religious/cultural groups, student networks, and remittance-related touchpoints.
• Localize messaging, offers, and creative for cultural nuances, languages, and seasonal remittance moments (holidays, festivals, school fees, emergencies).
Mobile & social growth
• Own full-funnel mobile UA and retention across Facebook, Instagram, Snapchat, TikTok: lead creative for short-form video, Stories/Reels, static ads, and influencer/creator partnerships.
• Manage ASO, influencer activations, and paid/organic social budgets to optimize installs, ROAS, and CAC.
Offline & field marketing
• Plan and run events, meetups, OOH, direct mail, co-branded activations, and vendor partnerships in diaspora communities; integrate offline with digital touchpoints (QR codes, landing pages, SMS).
Compliance & regional operations
• Coordinate with Legal/Compliance to ensure campaigns meet UK and Canadian advertising, payments, and data/privacy rules (GDPR/PIPEDA) and regional regulatory requirements for remittances.
• Manage relationships with local agencies, payment partners, and channel vendors.
Analytics & experimentation
• Define KPls and dashboards for corridor-specific metrics: installs, CAC by channel/country, remittance transaction volume, conversion, retention (D1/D7/D30), LTV, and incrementality testing.
• Run systematic creative, audience, and channel experiments; own attribution and budget allocation across online/offline.
Cross-functional collaboration
• Work with Product on localized onboarding, payout rails, FX pricing, and product-market fit; with Sales/Partnerships on co-marketing and channel partnerships.
Job Requirements:
• 8+ years in B2B/B2C SaaS, fintech, or remittance marketing with 3+ years in senior leadership.
• Proven experience scaling mobile apps and remittance or payments products via paid and organic social (Facebook, Instagram, Snapchat, Tik Tok).
• Direct experience running acquisition and retention campaigns targeted at Nigerians and Ghanaians in the UK and/or Canada.
• Demonstrated experience planning and executing offline/community campaigns and events with measurable ROI.
• Strong data-driven skills: cohort analysis, attribution, mobile attribution tools (Adjust, AppsFlyer, Branch), and A/B testing.
• Familiarity with UK and Canadian privacy/advertising rules (GDPR/PIPEDA) and remittance compliance considerations.
• Payments, remittances, or financial services experience required.
Additional Requirements
• Existing agency/partner relationships in the UK and Canada.
• Multilingual skills relevant to target communities.
• Experience with ASO, influencer commerce, and creator-led activations.
KPIs / success metrics
• Installs, CAC and ROAS by channel and country (UK, Canada).
• Remittance transaction volume, remittance conversion rate, average transfer value, LTV, CAC payback.
• Retention (D1/D7/D30), churn, and reactivation rates.
• Event leads, event-sourced pipeline and cost per event lead Marketing-sourced ARR and pipeline influenced.
