Shape the evolution of a purpose-led brand by developing and executing regional strategies that reflect the values, needs, and lived experiences of diverse diaspora populations. You will ensure brand consistency while adapting global positioning to local contexts, balancing cultural authenticity with commercial goals.
What You'll Do
Develop and refine brand strategies tailored to the UK, EU, and expansion markets, grounded in deep understanding of diaspora dynamics and remittance behaviours. Serve as the guardian of brand identity, ensuring the brand’s core archetype, tone, and values are expressed consistently and meaningfully across all touchpoints.
Lead brand planning for new market entries, aggregator partnerships, and emerging customer segments. Translate overarching brand narratives into compelling, locally resonant messaging that speaks to real-life experiences across Mukuru’s suite of services—including money transfers, digital wallet, insurance, and savings.
Design and manage end-to-end regional campaigns, integrating creative vision with performance metrics. Collaborate with digital, CRM, content, and performance teams to deliver cohesive, multi-channel initiatives. Use A/B testing, brand tracking, and post-campaign analysis to guide ongoing improvement.
Establish continuous feedback systems through social listening, customer insights, agent networks, and community interactions. Identify overlooked audience segments and unlock growth opportunities across regions. Build lasting relationships with cultural organisations, ethnic retailers, influencers, and community leaders to strengthen local credibility and trust.
Requirements
- Hold a Bachelor’s Degree or Advanced Diploma in Marketing, Business, or a related discipline
- Have at least 4 years of experience in brand or marketing roles across multiple markets
- Demonstrate a strong track record in engaging multicultural or diaspora audiences
Preferred Qualifications
- Experience in fintech, payments, financial services, or consumer-facing brands is highly valued
Benefits
- Support for remote work, including expectations for reliable internet and a professional home environment
- Commitment to diversity and inclusion embedded in hiring and team development
