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Position Title: Cmo - Chief Marketing Officer
Employer: Digaf Micro Credit Providers S.C
Employment: Full-Time | Permanent
Place of Work: Addis Ababa - Ethiopia
Posted date: 2 weeks ago
Deadline: Submission date is over
Job Summary
Digaf Microcredit Provider S.C. is a fast-growing financial institution operating in Ethiopia’s evolving digital and field-based lending ecosystem. As the institution scales its lending portfolio and customer base, Digaf seeks to strengthen its commercial growth capability by recruiting a Chief Marketing Officer (CMO) who will transform marketing into a measurable growth and revenue engine.
This role goes beyond brand visibility. It is a commercial, performance-driven leadership position focused on borrower acquisition, conversion, retention, trust-building and sustainable portfolio growth in compliance with National Bank of Ethiopia (NBE) standards.
The Chief Marketing Officer (CMO) will be responsible for designing and executing Digaf’s end-to-end growth strategy across digital and physical channels. The CMO will use data, behavioral insights, and cross-functional collaboration to drive measurable outcomes in lending volume, customer adoption, and revenue performance.
The role requires a strong balance of strategic leadership and hands-on execution in a high-volume lending environment.
Key Responsibilities
Growth Strategy & Market Expansion
- Develop and lead Digaf’s comprehensive growth strategy covering customer acquisition, conversion, retention, and referrals.
- Design customer segmentation frameworks based on behavior, usage patterns, and decision logic, rather than demographics alone.
- Apply consumer psychology and behavioral insights to influence borrower decision-making.
Performance Marketing & Revenue Growth
- Lead multi-channel performance marketing initiatives with clear CPA, ROI, and attribution metrics.
- Optimize borrower acquisition funnels to reduce friction and improve conversion rates.
- Drive measurable growth in:
- New borrower acquisition
- Repeat borrowing and product usage
- Portfolio expansion and revenue contribution
Cross-Functional Leadership
- Work closely with Product, Risk, Sales, Operations, and Digital teams to ensure alignment between messaging, product design, and service delivery.
- Collaborate with the Risk team to ensure targeted growth enhances portfolio quality.
- Equip field teams and onboarding staff with effective messaging, sales tools, and communication guidelines.
Brand, Trust & Compliance
- Position Digaf as a trusted, responsible, and customer-centric financial brand.
- Lead transparent, compliant marketing communication aligned with NBE regulations and consumer protection principles.
- Strengthen customer trust, satisfaction, and long-term engagement.
Key Success Indicators
The CMO’s performance will be evaluated based on measurable outcomes, including:
- Growth in active borrowers and loan disbursements
- Improved end-to-end conversion rates
- Reduction in cost-per-acquisition (CPA)
- Increased repeat borrowing and customer retention
- Improved portfolio quality linked to better targeting and segmentation
- Enhanced customer trust indicators (e.g., NPS, reduced complaints, consistent engagement)
Qualification
- Senior-level experience in growth marketing, performance marketing, or revenue leadership roles within:
- Fintech
- Telecom
- Digital platforms
- Consumer finance or related sectors
- Strong understanding of behavioral science, borrower psychology, and consumer decision-making.
- Hands-on experience with:
- Funnel analytics
- Attribution models
- Data-driven experimentation and optimization
- Proven ability to translate insights into measurable revenue and growth outcomes.
- Strong cross-functional leadership, execution discipline, and commercial mindset.
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