Marketing Manager – Youth & Creative Economy

Equity Bank Limited is a financial institution founded in 1984, based in Nairobi, Kenya, offering banking and financial services.

The Marketing Manager for Youth & Creative Economy is responsible for deeply understanding the lifestyles, behaviors, aspirations, and financial needs of young customers and those in the creative economy. This involves translating these insights into effective marketing, partnership, and customer engagement strategies. The role aims to accelerate digital banking usage and customer acquisition, build meaningful ecosystem partnerships, and deliver seamless end-to-end experiences. The ultimate goal is to convert prospects into active, loyal customers, ensuring measurable business outcomes, brand differentiation, and sustainable portfolio growth for Equity Bank.

1. Spend time with young customers, creators, and frontline teams to understand their needs, financial habits, and pain points.
2. Differentiate marketing approaches for various youth segments, such as students, salaried individuals, and freelance filmmakers.
3. Stay informed about market trends, competitor activities, and emerging opportunities.
4. Develop integrated campaigns across social media, search, creators, campuses, events, and branches, ensuring clear audience targeting, messaging, and calls to action.
5. Create effective briefs for agencies and produce authentic, Equity-branded content.
6. Translate product features into clear, benefit-oriented language for customers.
7. Implement, measure, and optimize marketing initiatives, retaining successful strategies and discontinuing ineffective ones.
8. Collaborate with Digital and Product teams to enhance the ease and safety of digital banking sign-ups, payments, savings, and money transfers via Equity’s apps.
9. Design prompts and follow-ups to encourage consistent digital banking usage among new sign-ups.
10. Ensure product functionality, brief support teams, and inform branches before new initiatives launch.
11. Identify and resolve customer friction points in digital processes.
12. Establish partnerships with universities, TVETs, youth communities, creative industry bodies, platforms, and event organizers.
13. Define clear objectives, deliverables, costs, and success metrics for each partnership.
14. Engage with creators and ambassadors as true collaborators, providing clear briefs, fair contracts, and honest feedback.
15. Analyze financial flows within the creative industry, identifying challenges related to irregular income, payments, savings, business growth, and access to finance.
16. Work with product teams to develop solutions for creators' financial challenges.
17. Produce engaging financial and business content tailored for creatives.
18. Ensure all interested leads are captured with consent and sufficient detail for effective follow-up.
19. Coordinate with sales, branches, and contact centers on lead follow-up protocols, speed, and messaging.
20. Track leads from initial interest to active customer status, identifying and addressing drop-off points.
21. Explore and implement CRM, automation, and AI tools to enhance follow-up efficiency and personalization.
22. Manage projects from ideation to launch and results, including approvals, procurement, and agency coordination.
23. Maintain clear communication, proactively flag risks, and propose solutions.
24. Monitor budget allocation and return on investment for all marketing spend.
25. Uphold honesty, protect customer data, and ensure all claims are verifiable.

1. Bachelor's Degree in Marketing, Business, Communications, or a related field.
2. CIM, MSK certification, or a Master's degree is an advantage.
3. Over 6 years of experience in marketing, with at least 2 years leading campaigns, agencies, or cross-functional projects.
4. Proven track record of successfully engaging young audiences, creators, digital-first consumers, or small businesses, with demonstrable results.
5. Experience managing integrated and digital campaigns, partnerships, and budgets, with the ability to analyze and present performance metrics.
6. Experience in fintech, telco, media, consumer tech, or banking is beneficial, but strong curiosity and willingness to learn are highly valued.
7. Strong understanding of Youth & Creative Economy Market Intelligence.
8. Proficiency in Strategic Marketing & Campaign Management.
9. Expertise in Digital Marketing, CRM & Customer Analytics.
10. Skills in Brand Management & Content Development.
11. Ability to perform Marketing Performance Measurement & ROI Analysis.
12. Strong Strategic Thinking & Commercial Acumen.
13. Excellent Stakeholder Management & Collaboration skills.
14. Demonstrated Innovation & Creative Problem-Solving abilities.
15. Commitment to Execution Excellence & Accountability.
16. Strong Influence, Communication & Negotiation skills.