Head of Marketing & Chief Marketing Officer

FinLego is a B2B fintech platform providing cross-border payments and local account infrastructure across Africa, MENA, and Asia.

We're looking for a commercially-minded Head of Marketing to own our growth and go-to-market strategy across multiple international markets.

This is a hands-on leadership role for someone who enjoys combining strategic thinking with execution. You will work directly with the founder to define our Ideal Customer Profile (ICP), validate market opportunities, build acquisition channels, improve conversion across the customer journey, and shape how FinLego is positioned across different regions.

What You'll Do

Go-To-Market & Market Expansion

• Conduct market research and identify priority countries and regions for expansion.

• Define and continuously refine FinLego's Ideal Customer Profile (ICP).

• Develop and test Go-To-Market (GTM) hypotheses across different customer segments and geographies.

• Build market entry strategies for Africa, MENA, and Asia.

Growth & Performance Marketing

• Own demand generation and lead acquisition initiatives.

• Plan, launch, and optimize performance marketing campaigns across relevant channels.

• Monitor acquisition funnel performance and continuously improve conversion rates.

• Analyze campaign performance, customer acquisition costs, and channel effectiveness.

• Experiment with new growth channels and scalable acquisition strategies.

Positioning & Messaging

• Own company messaging and positioning across all customer-facing channels.

• Refine website messaging, landing pages, and conversion-focused content.

• Develop compelling value propositions for different customer segments and markets.

• Ensure consistent communication of FinLego's value across marketing campaigns, sales materials, and customer touchpoints.

• Adapt messaging for regional audiences across Africa, MENA, and Asia.

Customer & Market Insights

• Lead customer research initiatives and customer interviews.

• Gather market intelligence, customer feedback, and competitive insights.

• Identify customer pain points, buying triggers, objections, and decision-making processes.

• Translate customer insights into stronger marketing campaigns and GTM strategies.

Lifecycle Marketing

• Design and optimize customer lifecycle communication, including activation, engagement, onboarding, and retention journeys.

• Improve lead nurturing and customer conversion flows.

• Collaborate with Sales and Operations teams to improve customer acquisition and activation.

What We're Looking For

• 5+ years of experience in B2B marketing, growth marketing, product marketing, or go-to-market leadership roles.

• Proven experience building and executing marketing strategies in international markets.

• Strong understanding of performance marketing, lead generation, and conversion optimization.

• Experience defining ICPs and validating market opportunities.

• Strong analytical mindset with the ability to make decisions based on data and customer insights.

• Excellent written and verbal English.

• Ability to operate independently in a fast-moving startup environment.

Nice to Have

• Experience in fintech, payments, banking, SaaS, or financial infrastructure.

• Experience working across Africa, MENA, or Asia.

• Experience building marketing functions in early-stage startups.

• Familiarity with customer development and market validation methodologies.

What You'll Get

• Direct ownership of marketing strategy and execution.

• Significant influence on company growth and market expansion.

• Close collaboration with founders and leadership team.

• Opportunity to build and scale marketing in a fast-growing global fintech company.

• Flexible remote-first environment.

Apply

Please send your CV or LinkedIn profile together with short answers (3–5 lines each) to the following questions:

1. Which emerging markets have you worked with and what was your experience in those markets?

2. Why are you interested in joining an early-stage startup at this stage of your career?

3. Describe a marketing initiative or GTM project that had a measurable impact on growth, customer acquisition, or market expansion.