Marketing Manager – Youth & Creative Economy at Equity Bank Kenya

Job Purpose:

To drive the growth, relevance, and adoption of Equity Bank’s youth and creative economy proposition by deeply understanding customer lifestyles, behaviors, aspirations, and financial needs; translating these insights into impactful marketing, partnership, and customer engagement strategies; accelerating digital banking usage and customer acquisition; building meaningful ecosystem partnerships; and delivering seamless end-to-end experiences that convert prospects into active, loyal customers while ensuring measurable business outcomes, brand differentiation, and sustainable portfolio growth.

Key Responsibilities

Getting close to the culture

Spend real time with young customers, creators and the frontline teams who serve them. Learn what they’re chasing, how they handle money, and what drives them up the wall.

Stop thinking of “the youth” as one person. A student, a salaried 26-year-old and a freelance filmmaker live completely different lives — your work should show it.

Know what’s trending, what’s fading and what competitors are up to — and spot the moments worth jumping on.

Making work people stop for

Build campaigns that live across social, search, creators, campuses, events, branches and community spaces — each with one clear audience, one clear message and one clear thing to do next.

Write briefs that agencies love and produce work that feels true to the audience and unmistakably Equity.

Turn product features and fine print into plain language: “here’s how this helps you, and here’s what to do next.”

Try things, measure them, keep the winners and drop the rest.

Making digital banking feel effortless

Team up with Digital and Product to help people sign up, get paid, pay, save and move money — easily and safely — on Equity’s apps.

Design the nudges, tips and follow-ups that turn a new sign-up into someone who uses us every week.

Before anything goes live, make sure the product works, the support team is briefed, and the branches know what’s coming.

Find the places people get stuck, get them fixed, and check that the fix worked.

Build partnerships that mean something

Bring universities, TVETs, youth communities, creative-industry bodies, platforms and event organizers into the Equity family.

Agree what each partnership is for before you sign — who it reaches, what each side delivers, what it costs and what success looks like.

Work with creators and ambassadors like real collaborators: clear briefs, fair contracts, honest feedback and relationships that outlast a single post.

Follow the money in the creative world

Understand how cash really flows between artists, managers, studios, crews, events and distributors — and where it gets stuck.

Work with product teams to solve real creator headaches: irregular income, getting paid, saving for lean months, growing a business and accessing finance.

Create money and business content that creatives want to read, watch and share.

Don’t let a single lead go cold

Make sure everyone who raises a hand is captured properly — with their consent and enough detail to give them a great follow-up.

Agree with sales, branches and the contact center who calls whom, how fast and about what.

Follow every lead from “interested” to “active customer”, find out where people drop off, and fix it.

Explore smart CRM, automation and AI tools that make follow-up faster and more personal.

Make it happen

Take ideas from brief to launch to results — approvals, procurement, agencies and all.

Keep everyone in the loop, flag risks early and always come with a solution.

Know where every shilling went and what it bought us.

Keep it honest: no overpromising, care with customer data, and every claim one we can stand behind.

Qualifications

Education and Experience

Degree in Marketing, Business, Communications or something close.

A CIM, MSK or master’s is an added advantage.

Over 6+ years in marketing, including at least 2 leading campaigns, agencies or cross-team projects.

You’ve won over young audiences, creators, digital-first consumers or small businesses — and can show us the results.

You’ve run integrated and digital campaigns, managed partnerships and budgets, and can walk us through the numbers.

Experience in fintech, telco, media, consumer tech or banking helps — but curiosity and a willingness to learn matter more.

Key Skills and Competencies:

Youth & Creative Economy Market Intelligence

Strategic Marketing & Campaign Management

Digital Marketing, CRM & Customer Analytics

Brand Management & Content Development

Marketing Performance Measurement & ROI Analysis

Strategic Thinking & Commercial Acumen

Stakeholder Management & Collaboration

Innovation & Creative Problem-Solving

Execution Excellence & Accountability

Influence, Communication & Negotiation

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