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Senior Manager – Orange Money Marketing & Communication / 5 days, 3 hours ago

16 Street Sinkor, Monrovia, Liberia, Liberia,

Salary: Negotiable

Application ends: June 15, 2026

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Overview & Description:

As Orange Money moves from volume dominance to value leadership, this role is the growth engine that connects product value to customer behaviour and simultaneously, the Merchant Ecosystem development.
The Senior Manager – Marketing & Communications is the architect of this triple mandate: defending and extending volume dominance, driving the migration to market-leading value share, and building a merchant ecosystem that becomes Orange Money's unassailable competitive moat.

• A core mandate is the "Digital & AI Leap" moving marketing from static campaigns to AI-driven, hyper-personalized journeys that maximize Customer Lifetime Value (CLV).

Responsibilities:

ESSENTIAL DUTIES AND RESPONSIBILITIES

Marketing Strategy and Planning:

• Develop and implement the annual strategy spanning all three mandates: Volume, Value, and Merchant Ecosystem.
• Define budget allocation across B2C, B2B, and merchant streams with strict ROI accountability.
• Lead go-to-market planning for new product launches, merchant tiers, and value-added services.
• Set quarterly targets aligned to the 3-year roadmap across all mandate KPIs.

Volume Leadership:

• Drive daily active usage growth across all geographic and demographic segments.
• Deepen agent network quality through trade marketing, training tools, and BTL activations.
• Ensure consistent ATL/BTL messaging that reinforces transaction frequency and brand trust.
• Monitor and respond to competitive threats to volume market share with speed and precision.

Value Conquest – to Market Leader:

• Predictive Marketing: Partner with data teams to deploy AI models for churn prediction, next-best-offer (NBO), and propensity scoring.
• Real-Time CVM: Replace bulk SMS with automated, behavior-triggered campaigns based on live wallet activity.
• Segmented Journeys: Design and automate tailored lifecycles — from Unbanked Rural User to Urban SME Owner.
• Value Narrative: Shift brand from 'Send Money' to 'Financial Empowerment' — spotlighting insurance, savings, credit, and the Max it super-app.
• Gamification: Launch social gifting and loyalty mechanics to drive multi-service adoption and transaction frequency.
• Social & Influencer Strategy: Manage a digital-first communication plan that uses local influencers and community stories to build trust in digital financial services.

Merchant Ecosystem — Recruit, Activate, Retain:

Merchant Recruitment

• Develop scalable merchant acquisition strategies across:
• Anchor merchants
• Mid-market businesses
• Informal and micro-merchants o Support field onboarding initiatives using simplified digital onboarding journeys and merchant toolkits.
• Drive merchant visibility programs including branded collateral, QR adoption, and localized activation campaigns.

Merchant Activation & Retention

• Design onboarding and activation journeys to accelerate early transaction activity within the first 30 days.
• Develop merchant loyalty and retention initiatives, including: Tiered rewards ▪ Cashback incentives ▪ Fee optimization programs ▪ Co-marketing campaigns
• Support merchant engagement through transaction insights, educational content, and ecosystem participation.
• Collaborate with Product and Commercial teams to strengthen merchant value propositions, including settlement experience and digital financial services access

B2B Marketing & Thought Leadership:

• Solution Selling: Develop marketing collateral that speaks the language of CFOs and Business Owners—focusing on efficiency, reconciliation, and security.
• Lead Generation: Build and implement a high-impact inbound engine via LinkedIn, webinars, and industry reports to attract corporate and NGO partners for bulk disbursements and merchant services
• B2B2C Synergy: Create "Co-marketing" toolkits for merchants to help them encourage their own customers to pay via Orange Money.

Distribution Collaboration:

• Trade Marketing: Work closely with the Distribution team to ensure "Below-the-Line" (BTL) visibility at agent points is consistent with "Above-the-Line" (ATL) digital messaging.
• Agent Branding: Develop digital tools for agents to help them market Orange Money services to their local clusters.

Requirements:

Education:

• Master’s degree in Marketing, Communications, or a quantitative field (e.g., Data Analytics for Business). Experience:
• Modern Marketer: 8–10 years in Marketing & Communications, with at least 3–5 years in a senior leadership role and minimum 3 years direct experience in Fintech, Mobile Financial Services, Telecom, or Digital Banking.
• Tech-Fluent: Proven experience in managing digital transformation projects or working alongside Data Science teams.
• Omnichannel Expertise: Deep understanding of the full marketing mix, from traditional media to programmatic advertising, CVM, and merchant marketing.
• Regulatory: Familiarity with regulatory environments for fintech or financial services in African markets.

How to Apply:

Please submit via email your letter of application, along with your recent curriculum vitae, as well as copies of your academic credentials, to [email protected]

Due to the urgency of the role, interviews will be done on a rolling basis. Deadline for receipt of applications: June 15, 2026, at 5:30 p.m.
Please note the following:
▪ Only short-listed candidates will be contacted
▪ Female applicants are highly encouraged to apply.

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