Team Lead - Digital Marketing and Communications.Commercial

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.