Job Description
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.
Qualifications
Education and Experience Requirements:
• Bachelor’s degree in marketing, Mass Communication, or a related field.
• 3 - 7 years’ experience in Digital Marketing, Marketing communications, Content Marketing, and related roles. Background in Fintech is an advantage.
• Strong portfolio showcasing past work done. - This is MANDATORY as applications without a link to portfolio will not be considered.
• Exceptional storyteller and content architect
• Strong creative thinking with hands-on content creation skills
• Deep understanding of digital culture, platforms, formats, and creator economy
• Experience developing brand archetypes, tone of voice, and messaging systems
• Strong background in social media strategy, community building, and digital comms
• Skilled in narrative shaping, comms planning, and sentiment-driven engagement
• Experience with multi-format content video, scriptwriting, carousels, blogs, UGC
• Skilled in campaign mapping, cross-channel integration, and digital-first brand building
• Experience collaborating with media, PR, creative agencies, production, and influencers
• Deep grounding in consumer psychology, content psychology, and audience mapping
• Ability to translate user insights into content that drives emotion and action
• Ability to run content calendars, production pipelines, and agile creative processes
• Comfortable working fast, managing creators/agencies, and delivering consistently.
