ROLE OVERVIEW
Taly is looking for a Marketing Manager to own and lead the company's marketing function across all channels, audiences, and markets. Operating at the intersection of fintech, consumer finance, and BNPL, this role demands a marketer who understands the unique dynamics of financial services where trust, compliance, and conversion must work.
The Marketing Manager will own Taly's branding and strategy, drive consumer and merchant acquisition, manage brand identity, and deliver measurable growth outcomes — with direct visibility to the CEO and senior leadership.
KEY RESPONSIBILITIES
Brand Strategy & Positioning
- Own and evolve Taly's brand identity across all touchpoints — digital, print, events, and partnerships.
- Develop a clear brand narrative that resonates with both consumer and merchant audiences in the BNPL and fintech space.
- Ensure all marketing materials comply with applicable financial services advertising standards and regulatory guidelines.
Growth & Demand Generation
- Design and execute integrated marketing campaigns across digital and offline channels to drive consumer acquisition, activation, and retention.
- Develop and manage merchant marketing programs that support Taly's B2B growth strategy.
- Own and optimize the full marketing funnel — awareness through conversion and loyalty using data to drive continuous improvement.
- Lead performance marketing across paid social, SEM, display, affiliate, and influencer channels with rigorous focus on CAC, LTV, and ROAS.
- Identify strategic partnership and co-marketing opportunities that expand Taly's reach in target markets.
Content, Digital & Social Media
- Oversee a content strategy that educates, engages, and converts target audiences across all digital platforms.
- Manage Taly's social media presence ensuring consistent brand voice, high engagement, and community growth.
- Drive SEO and organic growth strategies through high-quality content and technical optimization.
- Oversee the creation of compelling creative assets — copy, visuals, video, and interactive content.
Product Marketing & Launching Products
- Partner with the Product team to develop go-to-market strategies for new product launches and market expansions.
- Create compelling product messaging and positioning frameworks that translate complex financial products into accessible consumer language.
- Conduct market research, customer segmentation, and persona development to ground strategies in audience insight.
- Develop and maintain a library of case studies, testimonials, and success stories.
Marketing Operations & Analytics
- Build and manage the marketing technology stack — CRM, marketing automation, analytics, and campaign management tools.
- Define, track, and report on KPIs including CAC, MQL volume, conversion rates, brand awareness, and campaign ROI.
- Present regular performance reports to senior leadership with clear, data-backed recommendations.
- Manage the marketing budget with discipline, optimizing resource allocation across channels to maximize return.
Team Leadership & Agency Management
- Lead, mentor, and develop the internal marketing team, fostering creativity, accountability, and continuous learning.
- Manage external agencies, freelancers, and creative partners for high-quality output on time and within budget.
- Collaborate cross-functionally with Product, Sales, Risk, Compliance, and Customer Experience.
Compliance & Regulatory Marketing Standards
- Ensure all consumer-facing communications comply with financial services regulations, consumer protection standards, and advertising codes.
- Work with Legal and Compliance to review and approve marketing materials before publication.
- Stay current with evolving BNPL and consumer finance regulatory requirements and adapt practices accordingly.
QUALIFICATIONS & REQUIREMENTS
Education
- Bachelor's degree in Marketing, Business Administration, Communications, Economics, or a related field.
- A Master's degree, MBA, or relevant professional qualification (e.g., CIM, AMA) is a strong advantage.
Experience
- Minimum of 5–7 years of progressive marketing experience within fintech, BNPL, banking, payments, insurance, or related financial services.
- Proven experience owning full-funnel marketing strategies that delivered measurable growth in acquisition, engagement, and revenue.
- Track record managing both B2C and B2B marketing programs, ideally within a two-sided marketplace or platform model.
- Experience managing marketing budgets, agency relationships, and cross-functional teams in a high-growth environment.
- Demonstrated ability to navigate the compliance and regulatory landscape of financial services marketing.
Tools & Technical Skills
- Proficiency in Google Ads, Meta Business Suite, TikTok Ads, LinkedIn Campaign Manager, and programmatic advertising tools.
- Hands-on experience with marketing automation and CRM platforms such as HubSpot, Salesforce Marketing Cloud, Braze, or Klaviyo.
- Strong command of analytics tools — Google Analytics 4, Mixpanel, Amplitude, or similar.
- Familiarity with SEO tools (SEMrush, Ahrefs, Moz) and content management systems.
- Working knowledge of Figma or equivalent for collaborating with creative teams.
Skills & Competencies
- Strategic thinker with strong execution focus on short-term performance and long-term brand building.
- Strong data literacy — interpreting analytics, building dashboards, and presenting insights to senior stakeholders.
- Exceptional written and verbal communication in English; Arabic proficiency is a significant advantage.
- Deep understanding of consumer psychology in financial services — building trust while driving conversion.
- Creative, entrepreneurial mindset with a bias toward action, experimentation, and iterative improvement.
- Strong project management skills across multiple campaigns and initiatives simultaneously.
WHAT WE OFFER
- Direct collaboration with senior leadership and the opportunity to shape the product vision from early stages.
- Medical Insurance
- Competitive compensation package and performance-based incentives.
- Access to the latest product tools, resources, and continuous learning opportunities.
- A collaborative, ambitious team that moves fast and builds things that matter.
