Head of Marketing - Digital Banking Group

Role Overview

The Head of Marketing will lead the marketing, brand, and communications strategy for the Digital Banking Group, driving customer growth, brand trust, and market leadership in an increasingly digital financial landscape.

This role is responsible for building a differentiated financial brand while ensuring strong alignment between marketing, product, growth, and customer experience. The position oversees brand marketing, integrated marketing communications, consumer insights and research, social media, and content strategy to deliver measurable business impact.

The Head of Marketing will work closely with executive leadership to strengthen the group’s market presence, accelerate adoption of digital financial services, and position the Digital Banking Group as a trusted and innovative financial platform.

Key Responsibilities:

Brand Leadership and Market Positioning:

• Define and lead the long term brand strategy for the Digital Banking Group
• Build a strong and trusted financial brand through high impact marketing initiatives
• Ensure consistent brand positioning and messaging across all customer touchpoints
• Act as the custodian of brand integrity across marketing, product, partnerships, and communications
• Lead major brand campaigns that strengthen market leadership and customer trust

Integrated Marketing Communications

• Develop and lead an integrated marketing communications strategy that aligns all marketing channels and customer touchpoints
• Drive cohesive campaign planning across digital platforms, social media, content, partnerships, and traditional media
• Ensure seamless alignment between brand marketing, product marketing, and growth initiatives
• Deliver integrated campaigns that support brand equity, product adoption, and customer engagement

Consumer Insights and Research

• Lead consumer insights, research, and market intelligence to inform marketing and product strategy
• Establish frameworks for brand tracking, customer segmentation, and journey analysis
• Translate insights into actionable strategies that improve acquisition, engagement, and retention
• Ensure data driven decision making across all marketing initiatives

Social Media and Digital Engagement

• Lead the social media strategy for the Digital Banking Group to build credibility, engagement, and brand affinity
• Strengthen the group’s digital presence through effective storytelling and community engagement
• Implement social listening and sentiment monitoring to support brand strategy and reputation management
• Develop influencer and partnership frameworks that enhance brand reach and engagement

Content Strategy and Thought Leadership

• Develop and oversee a comprehensive content strategy across digital and owned platforms
• Position the Digital Banking Group as a trusted voice in digital finance and financial inclusion
• Lead the creation of high quality content that drives customer engagement and financial literacy
• Ensure content supports acquisition, engagement, and long term brand building

Marketing Performance and Growth

• Drive marketing strategies that accelerate customer acquisition and product adoption
• Define clear KPIs and performance frameworks to measure marketing effectiveness
• Optimize marketing investments through data, experimentation, and performance analytics
• Collaborate closely with product and growth teams to strengthen the customer lifecycle

Leadership and Organizational Development

• Build and lead a high performing marketing organization across brand, integrated marketing communications, research, social media, and content marketing
• Foster a culture of innovation, experimentation, and customer centric thinking
• Develop strong collaboration across product, technology, and customer experience teams
• Mentor and develop marketing leaders across the organization

QUALIFICATIONS, EXPERIENCE AND SKILLS:

• 15+ years of experience in marketing, brand strategy, or growth marketing.
• Experience within fintech, banking, digital platforms, or technology led organizations.
• Proven track record of building and scaling consumer facing brands.
• Strong expertise in integrated marketing communications, digital marketing, and content ecosystems.
• Experience leading research driven marketing strategies and consumer insight frameworks.
• Demonstrated leadership experience managing cross functional teams.
• Strategic mindset with strong commercial and analytical capabilities.
• Excellent stakeholder management and executive communication skills.