Cmo - Chief Marketing Officer

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.

Skills Required:

• Sales / Marketing / Business / Management