Requirements
Key ResponsibilitiesBrand Strategy & Custodianship: Evolve Menthum's brand strategy and positioning, author and own the Brand Book/Guidelines, covering visual identity, tone of voice, and usage standards, and enforce those standards across all customer touchpoints.Content & Creative Ownership: Write, adapt, and oversee high-impact content and messaging that runs across the customer journey across all media and lifecycle channels (social media posts, videos, podcasts, website copy, blogs, PR, email, SMS, push, in-app, WhatsApp, etc.).Content Planning: Build the monthly and quarterly content calendars that set what the brand is saying and doing each period, break them down into the actual deliverables, split between in-house production and the agency.Influencer Strategy & Budget: Set influencer strategy, manage the allocated budget, select and brief talent, and answer for the results.Organic Growth & Performance: Own the numbers on content and organic performance, including SEO & social reach, using data analytics and A/B testing to refine messaging and creative assets.Agency & Vendor Management: Write the creative briefs and manage content, creative, and PR agencies against them.Hands-on Production & Design Direction: Leverage AI tools to accelerate copywriting, ideation, and asset production; direct in-house graphic designer to maintain rapid execution loops with lean overhead.Data & A/B Testing: Run A/B tests on content, messaging, and creative, and use what the data says to sharpen the next round.Brand Events & Offline Marketing: Conceptualize and coordinate brand building events, booth setups, and on-ground customer activations.Qualifications and Work ExperienceBachelor's degree in Marketing, Communications, or a related field.5–8+ years of experience in brand, content, or communications roles, with a track record of hands-on execution and owning content and brand strategy end-to-end.Has built brand guidelines or a brand book from the ground up and held teams and partners to them.Deep exposure to digital advertising and business metrics, with experience in carrying targets.Comfortable working in the numbers: reads performance data, SEO metrics, and runs A/B tests to settle content and creative decisions.Has owned influencer campaign strategy and budget, and been measured on the outcome.1–2 years of experience in fintech products: savings and investment platforms, BNPL, digital banking or wallets, payments, lending, etc.On-ground marketing experience covering booth and event production and video production, plus experience producing B2B and B2C content.Track record of managing external content, creative, or PR agencies and freelancers on a lean, cost-efficient basis.Strong writer across lifecycle channels: email, SMS, push, in-app, and WhatsApp.Hands-on expertise of AI tools for content, copy, and creative production, using them to raise output without losing brand quality.Fluency in both English and Arabic, written and spoken.Behavioral CompetenciesContent-First Executor: Writes and builds directly, leaning on AI and the in-house design resources rather than pushing everything to an agency.Numbers Literate: Reaches for the data before the opinion, without losing the instinct that makes brand work good.Ownership-Driven: Owns delivery without needing to be chased.Organized & Structured: Runs calendars, briefs, and several agency relationships at the same time without dropping things.Adaptable: Works well when priorities shift and resources are lean.Curious & Creative: Keeps testing new formats, channels, and ways of telling the story.What We OfferCompetitive salary, plus performance-based bonus tied to growth KPIs.A senior role at one of Egypt's most innovative fintech ventures.Flat, fast-paced, and collaborative work culture with significant leadership visibility.Meaningful impact – directly driving how individuals and businesses across Egypt build wealth.
Description
the FRA.Role Summary Reporting to the Head of Growth Marketing, this role owns how Menthum communicates, tells its story, and shows up in the market. You will drive brand strategy & positioning, produce compelling content and lifecycle communications, manage influencer partnerships, and scale organic reach.This role is designed for a hands-on brand builder and storyteller who combines exceptional narrative craft with commercial acumen and data-driven discipline. Operating within a very lean team model, you will leverage AI tools, and internal resources to maximize output, eliminate agency over-reliance, and accelerate turnaround times without compromising brand quality.