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Axis Pay is a licensed Egyptian fintech company building digital financial solutions and mobile money infrastructure. The company operates Axis Wallet (digital financial services for individuals) and Axis Payouts (business disbursement platform).
You will lead the development and execution of Axis's brand and communication strategy as a strategic senior manager. This role owns the overall brand positioning, architecture, and value proposition, ensuring a distinctive and consistent brand experience across all customer and corporate touchpoints.
Key responsibilities include:
**Brand Strategy & Management:** Develop and continuously evolve the Axis brand strategy, positioning, and value proposition. Build and maintain strong brand identity across digital channels, products, campaigns, events, and partnerships. Develop brand guidelines, tone of voice, messaging frameworks, and visual standards. Monitor brand health, awareness, perception, and competitive positioning.
**Integrated Marketing Communications:** Develop and execute integrated communication strategies supporting business objectives. Lead planning and delivery of brand campaigns across digital, social, offline, PR, and partnerships. Develop communication strategies for product launches, features, and key initiatives. Own the annual and quarterly brand and communications calendar aligned with broader marketing strategy.
**Creative & Content Leadership:** Lead development of campaign concepts, key messages, and creative direction. Oversee content development across social media, digital campaigns, website, CRM, marketing materials, and events. Review and approve creative assets for quality and brand consistency. Work closely with creative teams, agencies, and production partners.
**PR & Corporate Communications:** Support development and execution of external and corporate communication strategy. Build compelling narratives around products, milestones, and partnerships. Manage relationships with PR agencies and media partners. Support media communications, press releases, and corporate events. Contribute to reputation management for sensitive topics.
**Campaign & Performance Management:** Establish clear objectives and KPIs for initiatives. Monitor campaign performance, brand metrics, engagement, and reach. Use insights and data to optimize communication. Conduct post-campaign reviews. Manage brand and communications budgets.
**Leadership & Collaboration:** Lead, coach, and develop Brand & Communications team members. Partner closely with Growth, Product, Business, Customer Experience, and People teams. Act as brand guardian across the organization. Manage external agency relationships. Present strategies and results to senior leadership.
**Requirements:**
- 7+ years of experience in Brand Management, Marketing Communications, Integrated Marketing, or related field with demonstrated experience leading major brand and communication initiatives
- Previous experience in a senior brand or communications role, preferably within fintech, banking, financial services, technology, telecommunications, FMCG, or fast-paced consumer business
- Strong experience developing and executing brand strategies and integrated marketing campaigns
- Strong understanding of digital marketing, social media, content, PR, and offline communication channels
- Demonstrated experience managing creative and communication agencies
- Strong commercial mindset with ability to connect brand strategy to customer and business objectives
- Excellent storytelling, presentation, communication, and stakeholder-management skills
- Strong understanding of the Egyptian consumer and market landscape
- Ability to manage multiple high-priority initiatives in fast-paced environment
- Excellent command of Arabic and English
