1. Background

Digaf Microcredit Provider S.C. is a fast-growing financial institution operating in Ethiopia’s evolving digital and field-based lending ecosystem. As the institution scales its lending portfolio and customer base, Digaf seeks to strengthen its commercial growth capability by recruiting a Chief Marketing Officer (CMO) who will transform marketing into a measurable growth and revenue engine.

This role goes beyond brand visibility. It is a commercial, performance-driven leadership position focused on borrower acquisition, conversion, retention, trust-building and sustainable portfolio growth in compliance with National Bank of Ethiopia (NBE) standards.

2. Role Overview

The Chief Marketing Officer (CMO) will be responsible for designing and executing Digaf’s end-to-end growth strategy across digital and physical channels. The CMO will use data, behavioral insights, and cross-functional collaboration to drive measurable outcomes in lending volume, customer adoption, and revenue performance.

The role requires a strong balance of strategic leadership and hands-on execution in a high-volume lending environment.

3. Key Responsibilities

3.1 Growth Strategy & Market Expansion

• Develop and lead Digaf’s comprehensive growth strategy covering customer acquisition, conversion, retention, and referrals.
• Design customer segmentation frameworks based on behavior, usage patterns, and decision logic, rather than demographics alone.
• Apply consumer psychology and behavioral insights to influence borrower decision-making.

3.2 Performance Marketing & Revenue Growth

• Lead multi-channel performance marketing initiatives with clear CPA, ROI, and attribution metrics.
• Optimize borrower acquisition funnels to reduce friction and improve conversion rates.
• Drive measurable growth in:
  • New borrower acquisition
  • Repeat borrowing and product usage
  • Portfolio expansion and revenue contribution

3.3 Cross-Functional Leadership

• Work closely with Product, Risk, Sales, Operations, and Digital teams to ensure alignment between messaging, product design, and service delivery.
• Collaborate with the Risk team to ensure targeted growth enhances portfolio quality.
• Equip field teams and onboarding staff with effective messaging, sales tools, and communication guidelines.

3.4 Brand, Trust & Compliance

• Position Digaf as a trusted, responsible, and customer-centric financial brand.
• Lead transparent, compliant marketing communication aligned with NBE regulations and consumer protection principles.
• Strengthen customer trust, satisfaction, and long-term engagement.

4. Key Success Indicators

The CMO’s performance will be evaluated based on measurable outcomes, including:

• Growth in active borrowers and loan disbursements
• Improved end-to-end conversion rates
• Reduction in cost-per-acquisition (CPA)
• Increased repeat borrowing and customer retention
• Improved portfolio quality linked to better targeting and segmentation
• Enhanced customer trust indicators (e.g., NPS, reduced complaints, consistent engagement)

• Senior-level experience in growth marketing, performance marketing, or revenue leadership roles within:
  • Fintech
  • Telecom
  • Digital platforms
  • Consumer finance or related sectors
• Strong understanding of behavioral science, borrower psychology, and consumer decision-making.
• Hands-on experience with:
  • Funnel analytics
  • Attribution models
  • Data-driven experimentation and optimization
• Proven ability to translate insights into measurable revenue and growth outcomes.
• Strong cross-functional leadership, execution discipline, and commercial mindset.