About this role
Job Title: Lead, Digital Marketing & Communications Company: MoMo Payment Service Bank 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.
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. - This is MANDATORY as applications without a link to portfolio will not be considered. • 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.
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