Head of Marketing at PiggyTech Global Limited (PiggyVest) – Lagos

PiggyTech Global Limited, which operates PiggyVest, is recruiting a Head of Marketing for its Victoria Island, Lagos office. The successful candidate will lead the marketing function across the company and its products, working closely with the Chief Marketing Officer to translate business goals into strategies that strengthen brands, grow the customer base, deepen engagement and support long-term growth.

Key responsibilities

Marketing strategy and business growth

• Develop and execute an integrated marketing strategy for PiggyTech and its products, aligned with business priorities and customer needs.
• Translate company goals into marketing plans, measurable targets, budgets and priorities for each product and team.
• Balance brand building with customer acquisition, activation, engagement, retention and advocacy.
• Identify new audiences and market opportunities, and use research, customer insight and competitor analysis to guide decisions.
• Work with the CMO and business leaders to assess opportunities and allocate marketing resources effectively.

Brand strategy and creative direction

• Define and maintain distinctive, relevant and consistent positioning for PiggyTech and its product brands.
• Strengthen brand awareness, preference and trust across customer segments.
• Set creative direction and quality standards for culturally relevant campaigns that connect with Nigerian audiences.
• Oversee brand identity, messaging and storytelling across digital platforms, advertising, events, partnerships and other customer touchpoints.
• Review major campaigns and creative work to ensure they are clear, consistent and aligned with business objectives.

Product marketing and customer lifecycle

• Lead go-to-market strategy for new products, features and services, including audience definition, positioning, messaging, launch plans and success measures.
• Translate product features into clear customer benefits.
• Work with Product, Engineering and Customer Success teams to bring marketing into product development and launch planning.
• Develop programmes that support onboarding, activation, repeat usage, retention and reactivation.
• Use customer feedback and campaign insights to improve messaging, journeys and product adoption.

Customer acquisition, campaigns and partnerships

• Lead acquisition across paid, owned, earned, referral, partnership and offline channels.
• Oversee integrated campaigns spanning content, social media, digital advertising, public relations and events.
• Build partnerships with businesses, platforms and communities that extend reach and deliver measurable value.
• Guide channel selection, audience targeting, execution and optimisation, assessing acquisition quality alongside volume.
• Ensure campaigns have clear objectives, budgets, timelines and ownership.

Communications and reputation management

• Oversee external communications, media relations and public-facing messages across the company and its products.
• Develop communications plans that improve public understanding and reinforce customer confidence.
• Coordinate marketing responses to service disruptions, sensitive issues and reputational incidents with leadership, Legal, Compliance, Customer Success and technical teams.
• Maintain clear review, approval and escalation processes, and ensure marketing claims and customer communications are accurate and responsible.

People leadership, budget and performance

• Lead and develop the marketing team, establishing clear responsibilities, reporting lines and expectations.
• Coach team leads, set measurable goals, hold regular one-to-ones and conduct fair performance reviews.
• Address performance gaps, identify skills needs and work with People Operations on recruitment, development and retention.
• Build a culture of ownership, collaboration, creativity and continuous improvement, with realistic workloads and delivery timelines.
• Manage marketing plans and budgets with the CMO and Finance, allocating resources according to business priorities and expected returns.
• Establish campaign workflows, manage agencies and vendors, and report on brand health, campaign effectiveness, acquisition efficiency, engagement and business outcomes.
• Present performance, insights, risks and recommendations to leadership.

Requirements

• At least 10 years of progressive marketing experience, including at least five years in senior marketing leadership with responsibility for strategy, budgets and team performance.
• Substantial experience managing marketing teams and team leads, developing managers and improving team performance.
• Proven ability to lead a broad marketing function covering brand, product marketing, acquisition, customer engagement and communications.
• Demonstrated success growing a consumer brand and acquiring customers at scale, supported by measurable results.
• Experience developing strategies for customer activation, retention and long-term value.
• Strong brand positioning, storytelling and creative judgement.
• Commercial and analytical skills, including budget management, channel-performance evaluation and resource allocation.
• Experience leading product launches, multi-channel campaigns and partnerships that deliver measurable outcomes.
• Practical judgement in external communications, sensitive issues and crisis response.
• Deep understanding of Nigerian consumers, culture and media, and experience in fintech or financial services.
• Experience overseeing marketing across multiple products or brands, with strong stakeholder-management and communication skills.
• Ability to set strategic direction while remaining close to execution and quality.