Role Purpose
The Digital Communications Manager will lead the development and execution of integrated digital communication strategies that drive customer acquisition, engagement, and retention for Hela Pesa’s financial products. The role will ensure alignment between brand positioning, customer needs, regulatory requirements, and business growth objectives, leveraging data-driven insights, digital platforms, and strategic communication to enhance market presence and trust.
Reporting Line
- Reports to: Commercial Director
- Direct Reports: Social Media & Content Team, Designers (internal or outsourced)
Key Responsibilities
Digital Strategy & Growth
- Develop and execute a results-driven digital communications strategy aligned with Hela Pesa’s growth targets.
- Drive customer acquisition and retention through optimized digital campaigns and channels.
- Align communication strategies with product offerings, promotions, and financial solutions.
Customer Acquisition & Performance Marketing
- Lead performance marketing initiatives across Google Ads, Meta (Facebook/Instagram), TikTok, and other platforms.
- Optimize campaigns to achieve cost-efficient customer acquisition and high conversion rates.
- Monitor and improve the full customer journey from awareness to onboarding and retention.
Content, Brand & Engagement
- Oversee the creation of engaging, compliant, and customer-centric content across all digital platforms.
- Ensure consistency in brand messaging, tone, and visual identity.
- Develop and manage content calendars aligned with campaigns, financial literacy, and product awareness.
Digital Platforms & Product Alignment
- Manage and optimize all digital platforms (website, mobile channels, social media) to ensure they are user-friendly, responsive, and conversion-focused.
- Collaborate with product and tech teams to enhance user experience and digital product adoption.
- Continuously refine digital interfaces based on customer behavior and insights.
Data Analytics & Insights
- Analyze digital performance data to inform strategic decisions and campaign optimization.
- Develop dashboards and reports to track KPIs such as acquisition cost, engagement, and conversion rates.
- Leverage customer insights to improve targeting, messaging, and product positioning.
Public Relations & Corporate Reputation
- Plan and manage PR activities, media engagements, and brand visibility initiatives.
- Safeguard and enhance the company’s reputation in a highly regulated financial environment.
- Lead crisis communication and ensure timely, accurate, and compliant responses.
Regulatory & Compliance Alignment
- Ensure all digital communication and marketing activities comply with CBK regulations and data protection laws.
- Work closely with compliance and legal teams to review and approve campaigns and messaging.
Stakeholder & Partnership Management
- Act as the key liaison between marketing, product, compliance, external agencies, and media partners.
- Manage relationships with influencers, digital partners, and PR agencies.
Budget & Resource Management
- Develop and manage the digital marketing and communications budget.
- Optimize spend across channels to maximize ROI and efficiency.
Key Performance Indicators (KPIs)
- Customer acquisition growth (new loan customers / app users).
- Cost per acquisition (CPA) and campaign ROI.
- Digital engagement rates (traffic, clicks, conversions).
- Loan application and disbursement conversion rates.
- Brand visibility and media coverage.
- Customer retention and repeat usage.
- Compliance adherence (zero regulatory breaches in communication).
Qualifications & Experience
- Bachelor’s degree in Marketing, Communications, Business, IT, or related field.
- Minimum 3 years’ experience in digital marketing, fintech, or financial services.
- Proven experience managing performance marketing campaigns and digital growth strategies.
- Strong understanding of customer acquisition in lending/microfinance environments.
Core Competencies
- Strong commercial and growth mindset.
- Data-driven decision-making and analytical skills.
- Leadership and team management.
- Excellent communication and brand storytelling.
- Stakeholder and relationship management.
- High attention to detail, especially in regulated environments.
- Strong understanding of digital tools, UX/UI, and customer journey optimization.
Tools & Systems (Desirable)
- Google Analytics, Google Ads.
- Meta Ads Manager, TikTok Ads.
- SEO tools (e.g., Ahrefs).
- CRM and marketing automation platforms.
- Content and design tools (Adobe Suite, CapCut, etc.).
Personal Attributes
- Results-oriented with strong accountability.
- Innovative, agile, and adaptable.
- High integrity and professionalism.
- Ability to work under pressure in a fast-paced fintech environment.
How to Apply
Click the link and follow the steps to apply: https://helapesa.zohorecruit.com/forms/c6dabffe5f368d244244c7f6c4496ac60b8376d48aa3b9134ddf4a3d494765ae. Alternatively, interested and qualified candidates should forward their CV to: helapesa.co.ke using the position as subject of the email.
