Marketing Manager – Youth & Creative Economy

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