Key Responsibilities:

• Develop and manage the email and SMS marketing calendar, aligned with campaigns and product launches, promotions, segments and retention efforts.
• Build and maintain subscriber/contact lists, segment audiences by product (car loan vs tuk-tuk), customer lifecycle stage (prospect, applicant, existing customer, repeat customer), behaviour, demographics, channel preference and campaign objective.
• Develop, write, design (or coordinate with designers) and schedule email and SMS messages: promotional, lifecycle (nurture), win-back, retention, transactional and triggered messages.
• Set up and manage automation workflows (brochure nurturing, reminder flows, repayment reminder flows, loyalty flows) and integrate with CRM/marketing automation platform.
• Conduct A/B testing (subject lines, message content, send time, cohort segmentation, SMS copy) and analyze results to optimize performance and conversion.
• Monitor deliverability, open rates, click through, conversion, unsubscribe/churn rates, spam complaints and ensure best practices (compliance with Kenyan data protection laws, anti-spam regulations, subscriber opt-in/opt-out).
• Coordinate with Content Strategist, Videographer and Influencer Manager to source copy/assets and ensure email/SMS messaging is consistent with brand tone and campaign visuals.
• Provide regular reports on channel performance: list growth, segmentation performance, conversion to leads/applications, revenue attribution, cost per response, ROI.
• Recommend improvements: new segments, dynamic content, personalization (e.g., first-time car owners, upgrade tuk-tuk drivers), triggered behavior-based flows.
• Maintain data hygiene: suppression lists, inactive contacts, contact data quality and compliance with regulations (e.g., Kenya Data Protection Act).
• Stay current with direct marketing trends (personalization, mobile-first SMS strategies, rich SMS/MMS, cross-channel integration) and propose innovations.

What you will need:

Skills & Competencies:

• Bachelor’s degree in Marketing, Communications, Business or related discipline.
• 2-4 years’ experience in email/SMS marketing or direct marketing.
• Hands-on experience with marketing automation tools/platforms (e.g., Mailchimp, HubSpot, Salesforce Marketing Cloud, SMS platforms) and segmentation tools.
• Strong analytical skills: ability to interpret data, create reports and make optimization recommendations.
• Excellent copywriting/editing for short-form (SMS) and longer-form (email) content.
• Experience with A/B testing, campaign optimization, deliverability best practices.
• Familiarity with CRM data flows, integrations and lifecycle marketing.
• Good project management, coordination with multiple stakeholders, and ability to multi-task in a dynamic environment.