We are a social business committed to energy access and digital access in Africa. We make accessible to all innovative products that meet the needs of local populations to change their life. Baobab+ is available in Senegal, Mali, Madagascar and Ivory Coast. Baobab+ is part of Baobab Group, a digital finance group specializing in financial inclusion in 9 countries in Africa and China.
The Opportunity
- Baobab Microfinance Bank Nigeria is seeking a visionary and results-driven Head of Marketing, PR & Communications to lead the transformation of our brand, customer engagement, and market positioning.
- This is a high-impact leadership role for a strategic thinker and builder—someone who can combine data-driven marketing, compelling storytelling, and strong regulatory awareness to accelerate growth, strengthen brand equity, and position Baobab as a top-of-mind financial partner for millions of Nigerians.
- You will sit at the intersection of business growth, customer experience, and brand leadership—shaping how we engage, acquire, and retain clients at scale.
Role Purpose
- You will provide strategic leadership across Marketing, Brand, Public Relations, and Corporate Communications, ensuring full alignment with the Bank’s growth ambitions, customer strategy, and regulatory environment.
- Your mandate is clear: drive measurable growth in active clients (MAC & YAC), elevate brand perception, and build a modern, high-performing marketing engine that delivers business impact.
Key Responsibilities
Strategic Leadership & Growth:
- Define and execute a best-in-class, insight-driven marketing and communications strategy aligned with business objectives and regulatory standards.
- Act as a trusted advisor to Executive Management, providing market intelligence, competitive insights, and strategic recommendations.
- Embed marketing as a core growth driver, directly contributing to customer acquisition, retention, and product penetration.
- Ensure full compliance with CBN and all relevant regulatory frameworks.
Brand Leadership & Market Positioning:
- Serve as the custodian of Baobab’s brand, ensuring consistency, clarity, and differentiation across all touchpoints.
- Elevate brand positioning to make Baobab a top-of-mind financial institution in Nigeria.
- Lead brand audits and transformation initiatives to strengthen trust, visibility, and emotional connection with customers.
- Drive a unified brand experience across branches, digital platforms, and partner ecosystems.
Integrated Marketing & Product Growth:
- Lead the design and execution of integrated, multi-channel campaigns (digital, offline, experiential).
- Partner cross-functionally (Product, Commercial, Operations) to:
- Develop go-to-market strategies
- Successfully launch and scale products
- Support full product lifecycle growth
- Build targeted initiatives to accelerate acquisition, increase retention, and deepen cross-selling.
Corporate Communications & Reputation Management:
- Define and execute a robust internal and external communications strategy.
- Lead media relations, public affairs, and crisis communication, safeguarding the Bank’s reputation.
- Ensure consistent, transparent, and timely communication with employees, regulators, partners, and the public.
- Position Baobab as a thought leader in financial inclusion and microfinance.
Digital Marketing & Performance Excellence:
- Build and scale a data-driven digital marketing engine with clear KPIs across:
- Lead generation
- Conversion
- Customer value creation
- Optimize digital channels and social media to drive engagement, acquisition, and brand advocacy.
- Leverage analytics to continuously refine campaigns and maximize ROI.
- Support the Bank’s digital transformation agenda through innovative marketing approaches.
Team Leadership & Operational Excellence:
- Build, lead, and inspire a high-performing marketing and communications team.
- Reorganize and strengthen the function to be fit-for-purpose and future-ready.
- Manage budgets with discipline, ensuring maximum impact and efficiency.
- Foster strong collaboration across business units to ensure alignment and execution excellence.
Success Metrics (KPIs)
- Positioning Baobab as a top-of-mind financial brand in Nigeria
- Significant growth in Monthly Active Clients (MAC) and Yearly Active Clients (YAC)
- Measurable increase in brand awareness and positive perception
- Strong uplift in customer acquisition, engagement, and retention
- Consistent and high-quality brand execution across all touchpoints
- Successful delivery of high-impact campaigns and product launches
- Strong media presence and reputation outcomes
- Step-change improvement in digital engagement and performance metrics
Profile We Are Looking For
Education:
- Bachelor’s Degree required
- MBA or Master’s degree is a strong advantage
Experience:
- Minimum 10+ years of experience in Marketing, PR, and Communications, with at least 3 years in a senior leadership role
- Proven track record of driving growth through marketing in a regulated industry (financial services experience strongly preferred)
- Demonstrated success in brand building, digital marketing, and integrated campaign execution
- Deep understanding of the Nigerian market and consumer dynamics
Core Competencies:
- Strategic thinker with strong commercial and business acumen
- Exceptional leadership and team-building capabilities
- Strong stakeholder management and executive communication skills
- Highly creative yet data-driven
- Ability to operate effectively in a fast-paced, regulated environment
- High level of integrity, judgment, and professionalism.
Why Join Baobab?
- Opportunity to shape and scale a leading financial inclusion brand
- Direct impact on millions of customers and SMEs across Nigeria
- A leadership role with real ownership and visibility at executive level
- A platform to build a modern, data-driven marketing function from the ground up.
Method of Application
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