What You’ll Be Doing

Regional Brand Leadership

• Own and evolve a region-specific brand strategy that reflects diaspora motivations, lived realities, regulatory complexity and competitive dynamics.
• Act as the regional brand custodian, ensuring Mukuru’s Explorer archetype, tone of voice and values show up consistently and authentically.
• Lead market-entry and expansion brand roadmaps for new geographies, aggregators and emerging segments.

Brand Positioning & Messaging

• Translate global positioning into locally relevant narratives that are inspiring, inclusive, uplifting and sincere.
• Craft compelling value propositions across Mukuru’s ecosystem—transfers, card, wallet, insurance, savings and future services.
• Own regional messaging guidelines and ensure consistent application across campaigns, partnerships and channels.

Customer & Market Insight

• Produce deep-dive market intelligence on diaspora behaviour, remittance sentiment, category shifts and competitor innovation.
• Build continuous insight loops via community engagement, customer feedback, agents, analytics and social listening.
• Identify underserved diaspora clusters and growth opportunities within the UK/EU and expansion markets.

Brand & Product Campaigns

• Lead 360° regional campaigns from concept to execution—balancing creativity with performance.
• Partner closely with Digital, Performance, CRM and Content teams to deliver integrated campaigns.
• Oversee A/B testing, brand lift studies and post-campaign reporting to inform future optimisation.

Partnerships & Community Presence

• Build trusted relationships with diaspora organisations, cultural groups, influencers, ethnic retailers and community leaders.
• Support aggregator partnerships through tailored co-marketing strategies and co-branded executions.
• Strengthen Mukuru’s on-the-ground credibility, visibility and trust within diaspora communities.

What You Bring

Qualifications

• Bachelor’s Degree or Advanced Diploma in Marketing, Brand, Business or related field.

Experience

• 4+ years’ experience in brand management or marketing, ideally across multiple markets.
• Proven experience working with multicultural or diaspora audiences.
• Background in fintech, payments, financial services or consumer brands is highly advantageous.

Skills & Expertise

• Strong strategic brand thinking with hands-on execution capability.
• Excellent storytelling, messaging and creative judgement.
• Confident working with data, insights and performance metrics.
• Exceptional project management and stakeholder collaboration skills.
• High cultural sensitivity and community-first mindset.

Core Competencies

• Innovative thinking & idea generation
• Insight-driven decision making
• Relationship building & networking
• Organisational awareness
• Analysis, judgement & professional credibility