Team Lead - Digital Marketing and Communications at MTN Nigeria

MTN Nigeria is part of the MTN Group, Africa\'s leading cellular telecommunications company. On May 16, 2001, MTN became the first GSM network to make a call following the globally lauded Nigerian GSM auction conducted by the Nigerian Communications Commission earlier in the year. Thereafter the company launched full commercial operations beginning with Lagos, Abuja and Port Harcourt. MTN paid $285m for one of four GSM licenses in Nigeria in January 2001. To date, in excess of US$1.8 billion has been invested building mobile telecommunications infrastructure in Nigeria. Since launch in August 2001, MTN has steadily deployed its services across Nigeria. It now provides services in 223 cities and towns, more than 10,000 villages and communities and a growing number of highways across the country, spanning the 36 states of the Nigeria and the Federal Capital Territory, Abuja. Many of these villages and communities are being connected to the world of telecommunications for the first time ever. The company\'s digital microwave transmission backbone, the 3,400 Kilometre Y\'elloBahn was commissioned by President Olusegun Obasanjo in January 2003 and is reputed to be the most extensive digital microwave transmission infrastructure in all of Africa. The Y\'elloBahn has significantly helped to enhance call quality on MTN network.

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.
• 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.

Method of Application