Head of Marketing

What is the role?

As the Head of Marketing at pawaPay, you will be the first dedicated marketing hire, responsible for building and leading a high-performing team. This is an exciting opportunity to set the marketing strategy and support the execution of initiatives that drive growth in a rapidly expanding business. 

With a particular focus on strong leadership, driving brand awareness, and demand generation through account-based marketing (ABM), you’ll be accountable for developing the brand and driving profitable growth across EMEA, America and Sub-Saharan Africa. The role is fully remote, offering flexibility while you spearhead our marketing efforts during this pivotal phase of growth.

The role is open to applicants in Europe and Africa. 

Your main duties will include:

• Increase pawaPay's brand awareness across target markets and audiences, establishing a strong presence in the mobile money sector through events, partnerships, and sponsorships
• Develop and implement an ABM-based demand generation strategy aimed at driving brand saliency and profitable revenue growth through innovative performance marketing techniques
• Serve as the guardian of the brand identity, ensuring consistency and alignment across all marketing communications and customer touchpoints
• Build a highly engaged audience through high-quality and differentiated content
• Collaborate closely with sales and product teams to ensure alignment on key messaging, value propositions, and go-to-market strategies, optimising the path to customer engagement and conversion
• Identify and leverage performance metrics to assess campaign effectiveness and optimise tactics for maximum impact

KPIs and tracking

• Establish a set of measurable KPIs tied to commercial performance
• Develop ongoing rigorous tracking through the funnel
• Leverage data, tools and AI to maximise speed of execution and results
• Optimise customer acquisition cost (CAC) aligned to lifetime value (LTV)
• Achieve best-in-class payback metrics
• Enhance conversion rates through targeted campaigns.

New  capabilities

• Define, communicate and execute a successful marketing strategy
• Build a budget and ensure rigorous adherence to budget utilisation
• Build a high-performing marketing team aligned with budget and strategy
• Establish a strong agency network and key working relationships
• Build a content engine capable of growing a highly engaged audience

Team performance

• Define the department's organisational structure and operating model
• Hire a team of A-Players
• Put in place clear roles, career paths, and development frameworks
• Set direction, delegate effectively, coordinate team actions, and role-model team personal development plans
• Instill a performance-based culture of enablement, growth, transparency, accountability and financial discipline.

What is required of the ideal candidate?

• Proven experience in account-based marketing aimed at large enterprise businesses, with an understanding of their unique challenges and needs
• Demonstrable experience in optimising B2B SAAS/payments commercial KPIs such as CAC, LTV and payback period
• A blend of situational and results-driven leadership skills, enabling you to adapt your management style to effectively lead a diverse team and navigate the fast-paced environment of a growing company
• A strong track record of developing, nurturing, and leading high-performing marketing teams with a focus on achieving tangible results
• Excellent decision-making skills, with a capacity to analyse complex data, draw actionable insights, and drive strategic marketing initiatives
• Exceptional communication abilities, facilitating collaboration across teams and enhancing stakeholder engagement.

Core behavioral competencies

• Has a strong bias for action
• Leads from the front, doing the work themselves and then delegating at scale
• Happy being ‘in the weeds’ whilst developing the team
• Comfortable with ambiguity
• Demonstrates extreme levels of ownership.