Job Description
Department: Marketing & Communications
Reports To: Head of Marketing / Chief Executive Officer
Location: [Bank Head Office / Branches]
Employment Type: Full-Time, Permanent
Grade / Level: [To be determined per internal grading structure]
1. JOB PURPOSE
The Digital Marketing Officer is responsible for planning, executing, and optimising the Bank's digital marketing strategy across all online channels. The role drives brand awareness, customer acquisition, customer retention, and product uptake through data-driven digital campaigns, compelling content, and an outstanding online customer experience. The incumbent works closely with Product, Retail Banking, and IT teams to ensure the Bank's digital presence reflects its brand values, meets regulatory requirements, and delivers measurable business results.
Duties and Responsibilities
2. KEY RESPONSIBILITIES
A. Digital Strategy & Planning
• Develop and implement a comprehensive digital marketing strategy aligned to the Bank's overall business and brand strategy.
• Conduct market research, competitor analysis, and customer insights to identify digital opportunities and inform campaign planning.
• Set, monitor, and report on digital marketing KPIs including website traffic, conversion rates, cost per lead, customer acquisition cost, social media engagement, and email open rates.
• Manage the annual digital marketing budget, ensuring optimal allocation of spend across channels to maximise return on investment (ROI).
• Stay abreast of emerging digital trends, fintech marketing innovations, and banking sector best practices, and recommend adoption where appropriate.
B. Social Media Management
• Manage and grow the Bank's presence across all social media platforms (Facebook, Twitter/X, Instagram, LinkedIn, WhatsApp Business, YouTube, and others as appropriate).
• Develop and maintain a rolling social media content calendar, ensuring timely, relevant, and brand-consistent content is published.
• Create, curate, and schedule engaging content including graphics, short videos, infographics, polls, and stories tailored to each platform's audience.
• Monitor social media channels for customer comments, queries, and complaints and coordinate prompt, professional responses in line with the Bank's tone of voice and customer service standards.
• Track social media analytics, produce regular performance reports, and recommend improvements based on data.
• Manage paid social media advertising campaigns including audience targeting, budget management, A/B testing, and performance optimisation.
C. Content Creation & Management
• Develop high-quality, engaging, and SEO-optimised written content for the Bank's website, blog, email newsletters, product pages, landing pages, and digital campaigns.
• Produce or coordinate the production of multimedia content including videos, animations, podcast content, photography, and digital graphics.
• Maintain a centralised content library and ensure all digital content is accurate, up-to-date, brand-consistent, and compliant with banking regulations and advertising standards.
• Collaborate with Product, Retail Banking, and Legal teams to ensure product descriptions, promotional content, and financial information are accurate, approved, and compliant.
• Manage the Bank's blog and thought leadership content to position the Bank as a trusted financial partner in the community.
D. Website & Digital Platforms Management
• Manage the Bank's website on a day-to-day basis including content updates, page creation, landing page development, and basic UX improvements.
• Monitor website performance using Google Analytics or equivalent tools; analyse traffic data, user behaviour, conversion funnels, and bounce rates to identify optimisation opportunities.
• Implement on-page SEO best practices to improve organic search rankings, drive qualified traffic, and increase online visibility.
• Coordinate with the IT department and external web developers on technical SEO, website updates, security, mobile responsiveness, and loading speed optimisation.
• Manage and optimise the Bank's Google Business Profile and any other local search listings.
E. Email Marketing & CRM
• Design, build, and manage email marketing campaigns including product promotions, newsletters, onboarding sequences, transactional messages, and customer retention campaigns.
• Segment the customer database to ensure targeted, personalised, and relevant email communications are delivered to the right audiences.
• Monitor email campaign performance (open rates, click-through rates, unsubscribe rates) and continuously optimise content, subject lines, sending times, and segmentation.
• Ensure all email marketing activities comply with applicable data protection legislation (e.g., GDPR, POTRAZ regulations, or local equivalent) and the Bank's privacy policy.
F. Paid Digital Advertising (PPC & Display)
• Plan, execute, and optimise paid digital advertising campaigns on Google Ads, Meta Ads Manager, LinkedIn Ads, and other relevant platforms.
• Conduct keyword research, ad copywriting, audience targeting, and bid management to maximise campaign performance within approved budgets.
• Produce regular paid campaign performance reports and provide actionable recommendations to improve conversion rates and lower cost per acquisition.
G. Brand Management & Compliance
• Ensure all digital marketing materials and communications are consistent with the Bank's brand guidelines, tone of voice, and visual identity.
• Ensure all digital marketing activities comply with the Banking Act, Advertising Standards Authority guidelines, data protection laws, and any directives issued by the Reserve Bank or relevant regulatory bodies.
• Coordinate with the Legal and Compliance team for approval of all consumer-facing promotional content prior to publication.
• Protect the Bank's online reputation by monitoring digital mentions, reviews, and sentiment, and escalating issues to Management as appropriate.
H. Partnerships, Influencers & Community Management
• Identify and manage digital partnerships, affiliate arrangements, and influencer collaborations that align with the Bank's brand values and target audience.
• Coordinate digital activations for Bank events, product launches, promotions, and corporate social responsibility (CSR) initiatives.
• Build and manage online communities and brand ambassador programmes where applicable.
I. Reporting & Analytics
• Prepare weekly, monthly, and quarterly digital marketing performance reports for Management, covering all channels, campaigns, and KPIs.
• Use data analytics to provide insights on customer behaviour, campaign effectiveness, and digital channel ROI to inform strategic decision-making.
• Maintain a dashboard of real-time digital marketing metrics accessible to Management.
Qualifications and Experience
Minimum Educational Requirements
• Bachelor's degree in Marketing, Digital Marketing, Communications, Business Administration, or a related field.
• Professional certification in Digital Marketing (e.g., Google Digital Marketing Certificate, Meta Blueprint Certification, HubSpot Content Marketing, CIM Digital Marketing) is a strong advantage.
• Postgraduate qualification in Marketing, Business, or a related discipline is an added advantage.
Experience
• Minimum of three (3) years' demonstrable experience in a digital marketing role, preferably within financial services, banking, telecommunications, or a related regulated industry.
• Proven hands-on experience managing social media platforms, Google Ads, Meta Ads, email marketing platforms (e.g., Mailchimp, Klaviyo, HubSpot), and website CMS (e.g., WordPress, Drupal).
• Experience in content creation, copywriting, and graphic design (Canva, Adobe Creative Suite) for digital channels.
• Demonstrable track record of managing digital campaigns with measurable results (traffic growth, lead generation, conversion improvement).
• Experience using web analytics tools (Google Analytics, Hotjar, or equivalent) and producing data-driven marketing reports.
SKILLS & COMPETENCIES
Technical / Functional Skills
• Social media platform management & paid advertising
• SEO / SEM strategy and execution
• Email marketing & marketing automation
• Google Analytics / GA4 & data analysis
• Content writing, copywriting & editing
• Graphic design (Canva / Adobe Creative Suite)
• Website CMS management (WordPress or similar)
• Google Ads, Meta Ads Manager & LinkedIn Ads
• Video production & editing (basic to intermediate)
• CRM systems and customer segmentation
• Banking regulations & advertising compliance
• Creativity and innovation in content development
• Strong written and verbal communication
• Attention to detail and brand consistency
• Data-driven analytical mindset
• Self-starter with ability to work independently
• Project management and deadline orientation
• Collaborative and cross-functional team player
• Customer-centric thinking
• Adaptability and learning agility
• Ethical conduct and professional discretion
5. KEY WORKING RELATIONSHIPS
Internal
• Head of Marketing / CEO — strategic direction, campaign approvals, and budget authority.
• Retail Banking & Product Teams — product knowledge, promotional campaigns, and customer offers.
• Legal & Compliance — review and approval of all consumer-facing marketing content.
• IT Department — website updates, digital platform integrations, and data security.
• Customer Service — coordinating responses to social media queries and complaints.
• Finance — budget management and marketing spend reporting.
External
• Digital advertising platforms (Google, Meta, LinkedIn) and their support teams.
• Creative agencies, graphic designers, and video production houses.
• Website developers and SEO consultants.
• Influencers, brand ambassadors, and digital partners.
• Media houses and PR agencies.
• Regulatory bodies (Advertising Standards, Central Bank) where relevant.
6. KEY PERFORMANCE INDICATORS
• Growth in website traffic (organic, direct, and paid) quarter-on-quarter and year-on-year.
• Social media follower growth, engagement rate, reach, and impressions across all platforms.
• Email marketing open rates, click-through rates, and campaign conversion rates.
• Number of qualified digital leads generated and conversion rate to active customers.
• Cost per lead and customer acquisition cost from paid digital channels.
• SEO performance — keyword rankings, domain authority, and organic search traffic growth.
• Return on advertising spend (ROAS) for paid digital campaigns.
• Brand sentiment score and online reputation metrics.
• % of digital content published on schedule per the content calendar.
• Compliance record — zero instances of unapproved or non-compliant content published.
How to Apply
Closing date of application is 27 May 2026
Interested candidates to send CVs to microfinancerecruitment24@gmail.com
