Product and Marketing Specialist at Umba

Responsibilities

Product Marketing & GTM Strategy

• Conduct market research, competitive analysis, and customer segmentation to identify needs and positioning opportunities.
• Collaborate with other departments to define product messaging, positioning, features, and pricing.
• Build go-to-market plans for new offerings (e.g., vehicle finance, SME loans), aligning launch timing, messaging, and channel mix.
• Track and optimize key performance metrics—CPA, ROAS, LTV—to allocate spend intelligently and meet profit targets.

 Integrated Campaign Execution

• Develop and implement digital campaigns (Google/Facebook Ads, email, SEO/SEM, social media) to generate leads and convert target segments.
• Support traditional marketing efforts print, outdoor, events to bolster brand presence in key markets.

Content & Sales Enablement

• Create compelling product content: website copy, whitepapers, case studies, presentations, and training materials for internal sales teams.
• Develop thought leadership content and PR assets that reinforce Umba’s credibility, profitability, and fintech leadership.

Performance Measurement & Reporting

• Track KPIs (CPA, LTV, conversion rates, channel performance) and optimize campaigns through A/B testing and analytics insights.
• Deliver monthly reports and recommendations to senior leadership.

Cross-Functional Collaboration

• Work closely with Product, Finance, Compliance, Sales, and Operations to align marketing efforts with product roadmaps and regulatory requirements.
• Manage external partners—agencies, vendors, and influencers—to amplify campaign reach and effectiveness.

Role Breakdown

• 80% Marketing Responsibilities: You’ll lead and execute marketing campaigns—covering digital (Google/Facebook ads, SEO, email, social media) and traditional channels—focused on driving acquisition, engagement, and growth.
• 20% Product Responsibilities: You’ll collaborate with other teams—conducting market research, supporting go-to-market strategy, and helping refine product positioning and messaging.

Qualifications and Skills

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 5+ years of digital marketing experience—preferably in fintech, banking, or financial services.
• Proven success building and optimizing multi-channel performance campaigns (Google Ads, Facebook, email, SEO/SEM).
• Strong analytics skills—familiarity with Google Analytics, BI tools, tracking metrics like CAC, LTV, ROI.
• Excellent copywriting, content strategy, and storytelling skills—able to simplify complex financial products.
• Experience with market research, segmentation, and launching region-specific campaigns, ideally in Kenya or Nigeria.
• Ability to work cross-functionally, manage agency partners, and execute under tight deadlines.
• Familiarity with traditional and community marketing methods in mobile-first markets.
• Knowledge of regulated financial products and compliance considerations is a plus (e.g., Microfinance Act, Prudential guidelines and Data Protection Act).