About the Role
We're seeking a dynamic, strategic, and customerdriven leader to champion the growth of our Everyday Entrepreneurs Segment encompassing gig workers, online sellers, micro business owners and the like.
As the Head of Customer Marketing Management for this segment, you'll lead the strategy that positions our institution as the financial partner of choice for selfemployed and smallscale entrepreneurs across the digital, formal and informal economy. You'll shape and deliver solutions that empower them to thrive and realise their entrepreneurial vision driving market share, customer advocacy, loyalty, and lifetime value.
This role sits at the intersection of marketing, business, and innovation, collaborating closely with Product, Business Development, and Sales channels to deliver measurable growth and meaningful impact.
What You'll Do
- Own the segment strategy define growth priorities, customer journeys, and gotomarket plans that reflect the realities of gig workers and microenterprises.
- Drive measurable results in market share, customer satisfaction (NPS), retention, and customer lifetime value (CLV).
- Collaborate with internal and external partners from Product and Digital teams to ecosystem players like ecommerce and fintech platforms to create, refine, and execute tailored financial solutions marketing plan.
- Lead targeted marketing campaigns that engage and empower the selfemployed, celebrating their entrepreneurial spirit.
- Champion customer insight and analytics to ensure decisions are datadriven and experienceled.
- Partner with sales and distribution channels to improve segment activation, crosssell, and upsell performance.
- Inspire and develop a highperforming marketing team focused on innovation, collaboration, and growth.
What Success Looks Like
- Get buy-in from internal stakeholders of the segment strategy, growth opportunities and marketing annual plan.
- Growing our presence and market share among gig and microenterprise customers.
- Strong increases in advocacy, engagement, and lifetime value as an ultimate outcome.
- A recognized and trusted brand among Everyday Entrepreneurs segment
- Seamless execution of crossfunctional initiatives that connect marketing strategy to business outcomes
What We're Looking For
- 10+ years of experience in marketing, segment management, or business growth roles ideally in financial services or fintech.
- Proven track record of crafting and executing customerled strategies that deliver results.
- Strong business acumen and understanding of the gig economy, digital commerce, and microenterprise ecosystems or at least show a quick learning ability.
- Skilled collaborator with exceptional communication, influence, and storytelling ability.
- Strategic thinker with a datadriven mindset and executional discipline.
- Passion for empowering small business owners and independent earners to achieve financial success.
Core Attributes
- Commercially savvy strategist
- Customerobsessed
- Insightled and datadriven marketer
- Inspirational leader and team builder
- Natural connector and influencer
Why Join Us
- You'll shape how financial institutions engage the next generation of entrepreneurs turning insight into impact and empowering millions to grow, create, and thrive.
- If you're excited about redefining how we serve this emerging economic force, we'd love to hear from you.
