Marketing Executive Consultant

About this role

1. Market Positioning and Product Packaging ➣ Develop and continuously refine the market positioning and messaging for ABC’s key products and services. ➣ Develop clear, commercially compelling propositions for ABC’s: Mobile money infrastructure and interoperability solutions; Bank switch and shared financial infrastructure proposition; Agent banking services; Value-added services and third-party solutions; Merchant, collections, payments and remittance-related solutions; and API-enabled and other technology-enabled financial services. ➣ Translate technical and operational capabilities into simple, customer-focused value propositions that clearly articulate the problem being solved, target customer, benefits and differentiators. ➣ Work with Management and Business Development to develop product narratives, sales decks, one-pagers, brochures, pitch materials, presentations and other commercial collateral. ➣ Identify opportunities to reposition existing products or package multiple ABC services into solutions that address specific market needs. ➣ Ensure that ABC’s marketing proposition remains aligned with its regulatory status, capabilities and approved commercial strategy. 2. Social Media Strategy and Digital Market Presence ➣ Develop and execute an executive-level, commercially focused social-media strategy for ABC, initially prioritising LinkedIn and other relevant platforms. ➣ Position ABC as a credible and knowledgeable voice on payments, interoperability, mobile money, agent banking, digital financial services and financial-sector infrastructure. ➣ Develop a content strategy that combines: Product education; Industry insights; Thought leadership; Customer and partner success stories; Market commentary; Product announcements; Executive visibility; Case studies; Events and ecosystem engagements; and Lead-generation campaigns. ➣ Personally drive or oversee the development of high-quality content, including posts, articles, short-form videos, interviews, infographics, product explainers and other digital assets. ➣ Build content around commercial outcomes and market conversations, rather than simply maintaining a posting schedule. ➣ Monitor engagement, audience growth, enquiries, leads and other relevant indicators and continuously refine the strategy based on performance. ➣ Identify opportunities to leverage Management and subject-matter experts as visible industry voices. 3. Market Access, Relationships and Business Development Support ➣ Leverage established market contacts and professional networks to increase ABC’s access to relevant decision-makers and influencers across: Commercial banks; Microfinance institutions; SACCOs; Fintechs; Mobile network operators; Payment service providers; Development and ecosystem organisations; Large merchants and corporates; and Other relevant financial-services stakeholders. ➣ Identify and facilitate introductions to potential customers, strategic partners, influencers and ecosystem stakeholders where appropriate. ➣ Support ABC’s participation in strategic industry conversations, forums, conferences, roundtables and other market platforms. ➣ Identify opportunities for ABC executives to speak, participate or contribute to relevant industry events and media platforms. ➣ Develop and maintain a pipeline of marketing-led commercial opportunities and strategic introductions arising from campaigns, relationships and market engagement. ➣ Work with Business Development to convert market interest generated through marketing activities into qualified commercial opportunities 4. Thought Leadership and Industry Engagement ➣ Establish ABC as a credible voice on issues affecting Uganda’s digital financial-services ecosystem. ➣ Identify relevant industry themes and develop thought-leadership opportunities around areas such as: Interoperability; Mobile money; Bank-led digital financial services; Agent banking; Financial inclusion; Payment infrastructure; Merchant payments; Digital collections; Remittances; Open APIs and ecosystem connectivity; and Shared financial infrastructure. ➣ Develop opinion pieces, LinkedIn articles, executive commentary, presentations, panel talking points and other thought-leadership materials. ➣ Identify opportunities for ABC and its executives to contribute to relevant industry publications, media discussions and sector forums. ➣ Monitor industry developments and advise Management on emerging narratives, opportunities and risks that may affect ABC’s market positioning. 5. Brand Management and Rebrand Activation ➣ Lead the commercial activation of ABC’s brand and rebrand, ensuring that the new identity is translated into a strong and differentiated market presence. ➣ Develop and maintain clear brand messaging and positioning guidelines. ➣ Ensure consistency of brand identity, tone, visual presentation and messaging across digital, physical and stakeholder-facing channels. ➣ Develop and oversee the production of presentations, brochures, product sheets, event materials, social-media assets and other marketing collateral. ➣ Advise Management on how ABC’s brand should be positioned across different customer and stakeholder segments. ➣ Support major brand launches, announcements, campaigns and strategic stakeholder engagements. 6. Campaign Development and Execution ➣ Develop targeted marketing campaigns around specific products, customer segments and commercial objectives. ➣ Design campaigns that move beyond awareness to generate engagement, enquiries, introductions, leads and business opportunities. ➣ Develop campaign concepts, target audiences, messaging, content, distribution channels and success measures. ➣ Coordinate internal teams, creative agencies, media partners and other external resources where required. ➣ Develop partner-led and co-branded campaigns with financial institutions, fintechs and other ecosystem participants. ➣ Evaluate campaign performance and recommend adjustments based on measurable results. 7. Market Intelligence and Competitive Analysis ➣ Monitor competitor positioning, marketing activity, product launches, partnerships, pricing narratives and digital presence. ➣ Track developments among banks, mobile money operators, fintechs, payment companies and other relevant ecosystem players. ➣ Identify market gaps, emerging customer needs and opportunities for ABC. ➣ Provide Management with regular market intelligence and actionable recommendations. ➣ Maintain an organised repository of competitor intelligence, market insights, customer feedback and identified opportunities. 8. Stakeholder, Media and Event Engagement ➣ Build and maintain productive relationships with relevant media, industry platforms, event organisers, marketing partners and ecosystem stakeholders. ➣ Identify appropriate media and speaking opportunities for ABC and its executives. ➣ Support interviews, press releases, media engagements, product launches and industry events. ➣ Coordinate ABC’s participation in selected conferences, forums, roundtables and networking events. ➣ Ensure events and engagements are used strategically to generate visibility, relationships and commercial opportunities rather than merely attendance. ➣ Track leads, introductions, opportunities and follow-up actions arising from marketing and industry engagements. 9. Content Development and Governance ➣ Produce or oversee the production of high-quality: Social-media content; Product explainers; Customer stories; Case studies; Articles; Videos; Presentations; Brochures; Email campaigns; Press releases; and Other marketing and sales collateral. ➣ Ensure technical and product information is accurate and appropriately approved before publication. ➣ Obtain required approvals and consents before publishing information relating to customers, partners or third parties. ➣ Protect confidential, commercially sensitive and personal information in accordance with ABC policies and applicable laws and regulations.

Responsibilities

• Strategic and Commercial
• Strong commercial and strategic marketing judgement.
• Ability to understand a complex product quickly and identify its commercial value.
• Strong customer and market orientation.
• Ability to connect marketing activity to business-development and revenue objectives.
• Strong understanding of B2B buying processes and stakeholder decision-making.
• Market and Relationship
• Well-established professional network and ability to open doors to relevant decision-makers.
• Strong stakeholder-management and relationship-building skills.
• Credibility and confidence engaging senior executives and industry leaders.
• Strong understanding of Uganda’s financial-services ecosystem.
• Communication and Content
• Exceptional written and verbal communication skills.
• Strong storytelling and message-development ability.
• Ability to simplify complex technical and financial concepts without losing their substance.
• Strong presentation and executive-communication skills.
• Good visual and creative judgement.
• Digital
• Strong practical knowledge of social-media strategy and execution.
• Ability to develop engaging, commercially relevant digital content.
• Understanding of digital analytics, audience behaviour and campaign optimisation.
• Ability to identify emerging digital trends and determine their relevance to ABC.
• Personal
• Entrepreneurial and proactive.
• Commercially driven and results-oriented.
• Highly resourceful and able to work with limited supervision.
• Strong initiative and ability to identify opportunities independently.
• Comfortable operating in a fast-moving and evolving fintech environment.
• High level of professionalism, discretion and integrity.

Requirements

• Bachelor’s degree in Marketing, Communications, Business Administration, Public Relations, or a related field.
• At least 5+ years of progressive experience in marketing, brand management, business development, communications or a related commercial role, preferably within financial services, fintech, telecommunications, payments or technology.
• Demonstrable experience developing and executing marketing strategies for B2B products, financial services or technology solutions.
• Strong understanding of digital marketing, particularly LinkedIn and social-media-led B2B marketing.
• Demonstrable experience translating complex products or technical solutions into compelling commercial propositions.
• Existing and demonstrable relationships within Uganda’s banking, fintech, payments, telecommunications and/or financial-services ecosystem will be a significant advantage.
• Experience developing thought leadership, executive visibility and industry positioning.
• Experience working directly with senior executives and commercial teams.
• Strong understanding of the Ugandan financial-services and digital-payments landscape is highly desirable