Head of Marketing, Diaspora Remittance

About the role

An FCA-regulated payments and remittance business serving frontier markets is hiring a Head of Marketing through its client, based in Lagos. The role builds and leads a performance and brand-oriented marketing organisation, owning growth across demand generation, product marketing, brand, content, PR, digital/mobile, offline/field and diaspora-targeted remittance campaigns for Nigerians and Ghanaians in the UK and Canada. The candidate reports to the CEO/CRO and works with Sales, Product, Compliance and Customer Success.

Key responsibilities

• Own a 12-24 month integrated marketing plan aligned to ARR, CAC, LTV, retention and remittance volume growth on UK-to-Africa and Canada-to-Africa corridors.
• Recruit, mentor and scale a cross-functional marketing team (growth/UA, product marketing, events/field, partnerships, analytics).
• Design and run acquisition and retention campaigns for diaspora senders using ethnic media, community partners, religious/cultural groups, student networks and remittance touchpoints, with culturally localised messaging.
• Own full-funnel mobile UA and retention across Facebook, Instagram, Snapchat and TikTok, including ASO, influencer activations and paid/organic social budgets.
• Plan offline and field activities such as events, meetups, OOH, direct mail and co-branded activations, integrated with digital touchpoints.
• Coordinate with Legal/Compliance on UK and Canadian advertising, payments and data/privacy rules (GDPR/PIPEDA) and manage relationships with local agencies, payment partners and vendors.
• Define KPIs and dashboards for installs, CAC, conversion, retention, LTV and incrementality, and run systematic creative, audience and channel experiments.
• Work with Product on onboarding, payout rails and FX pricing, and with Sales/Partnerships on co-marketing.

Required profile

• 8+ years in B2B/B2C SaaS, fintech or remittance marketing, with 3+ years in senior leadership.
• Proven experience scaling mobile apps and remittance or payments products via paid and organic social.
• Demonstrated experience running acquisition and retention campaigns for Nigerians and Ghanaians in the UK and/or Canada.
• Experience planning and running offline/community campaigns and events with measurable ROI.
• Existing agency/partner relationships in the UK and Canada, and multilingual skills relevant to target communities.
• Payments, remittances or financial services experience required.

Required skills

• Cohort analysis, attribution and A/B testing.
• Mobile attribution tools (Adjust, AppsFlyer, Branch).
• Familiarity with GDPR/PIPEDA and remittance compliance.
• Experience with ASO, influencer commerce and creator-led activations.