Head of Marketing

Who is pawaPay

pawaPay is a fast-growing B2B payments start-up, focused on mobile money in Africa. We are building the financial rails that allow entrepreneurs and merchants to reach hundreds of millions of people across Africa.

Our vision is to connect every mobile money wallet in Africa to each other and to the world.

Through our payments API we already facilitate over 3,5 million transactions a day across 19 countries in Sub-Saharan Africa. Our goal by the end of 2025 is to be in 25 countries and we expect our volumes and merchant base to continue to grow.

We believe that the future of payments in Africa is mobile money and we have positioned ourselves to take the lead as the payments space grows over the next decade.

At pawaPay, there is an entrepreneurial spirit coupled with a modern and professional working culture. The fast-paced, ever-changing environment will suit someone who can adapt and think on their feet. In return, you will have the opportunity to work alongside a group of dedicated and smart individuals working towards the same mission. We work as a remote team and have team members in Europe, Africa and Asia.

What is the role?

As the Head of Marketing at pawaPay, you will be the first dedicated marketing hire, responsible for building and leading a high-performing team. This is an exciting opportunity to set the marketing strategy and support the execution of initiatives that drive growth in a rapidly expanding business.

With a particular focus on strong leadership, driving brand awareness, and demand generation through account-based marketing (ABM), you will be accountable for developing the brand and driving profitable growth across EMEA, America and Sub-Saharan Africa. The role is fully remote, offering flexibility while you spearhead our marketing efforts during this pivotal phase of growth.

The role is open to applicants in Europe and Africa.

Your main duties will include:

• Increase pawaPay's brand awareness across target markets and audiences, establishing a strong presence in the mobile money sector through events, partnerships, and sponsorships
• Develop and implement an ABM-based demand generation strategy aimed at driving brand saliency and profitable revenue growth through innovative performance marketing techniques
• Serve as the guardian of the brand identity, ensuring consistency and alignment across all marketing communications and customer touchpoints
• Build a highly engaged audience through high-quality and differentiated content
• Collaborate closely with sales and product teams to ensure alignment on key messaging, value propositions, and go-to-market strategies, optimising the path to customer engagement and conversion
• Identify and leverage performance metrics to assess campaign effectiveness and optimise tactics for maximum impact

KPIs and tracking

• Establish a set of measurable KPIs tied to commercial performance
• Develop ongoing rigorous tracking through the funnel
• Leverage data, tools and AI to maximise speed of execution and results
• Optimise customer acquisition cost (CAC) aligned to lifetime value (LTV)
• Achieve best-in-class payback metrics
• Enhance conversion rates through targeted campaigns.

New capabilities

• Define, communicate and execute a successful marketing strategy
• Build a budget and ensure rigorous adherence to budget utilisation
• Build a high-performing marketing team aligned with budget and strategy
• Establish a strong agency network and key working relationships
• Build a content engine capable of growing a highly engaged audience

Team performance

• Define the department's organisational structure and operating model
• Hire a team of A-Players
• Put in place clear roles, career paths, and development frameworks
• Set direction, delegate effectively, coordinate team actions, and role-model team personal development plans
• Instill a performance-based culture of enablement, growth, transparency, accountability and financial discipline.

What is required of the ideal candidate?

• Proven experience in account-based marketing aimed at large enterprise businesses, with an understanding of their unique challenges and needs
• Demonstrable experience in optimising B2B SAAS/payments commercial KPIs such as CAC, LTV and payback period
• A blend of situational and results-driven leadership skills, enabling you to adapt your management style to effectively lead a diverse team and navigate the fast-paced environment of a growing company
• A strong track record of developing, nurturing, and leading high-performing marketing teams with a focus on achieving tangible results
• Excellent decision-making skills, with a capacity to analyse complex data, draw actionable insights, and drive strategic marketing initiatives
• Exceptional communication abilities, facilitating collaboration across teams and enhancing stakeholder engagement.

Core behavioral competencies

• Has a strong bias for action
• Leads from the front, doing the work themselves and then delegating at scale
• Happy being ‘in the weeds’ whilst developing the team
• Comfortable with ambiguity
• Demonstrates extreme levels of ownership.

Why pawaPay?

• Help improve financial access in Africa
• Being part of an amazing team that shapes company’s culture as a great place to be
• An ambitious, talented, and diverse team who always has your back
• We grow fast, and you will grow fast with us
• Competitive remuneration and company benefits package
• 35 days of paid leave per year (inclusive of public holidays) and more.