Marketing Manager: Lending

Role Purpose

Own and grow the commercial performance of the lending portfolio, finchoice Loans and MobiMoney, by understanding the customer, finding opportunities in the funnel, and turning insight into marketing decisions that grow applications, funded loans and customer value.

This is a product marketing role, not a campaign coordination role and not a Head of Marketing role. The Marketing Manager spends their time on the questions that move the numbers: why conversions are changing, where customers drop off, which journeys need fixing, which campaigns to prioritise, what customers are telling us, and how to grow customer value. They turn the answers into recommendations for leadership.

They spend very little time chasing artwork, loading campaigns, building project plans, scheduling emails or coordinating approvals. That work belongs to the Marketing Campaign Specialist.

Department and Reporting Line

This role sits within the Growth & Engagement division and reports to the Executive: Growth & Engagement. The operating model deliberately separates commercial ownership from campaign execution. The Marketing Manager decides what needs to happen and why. The Marketing Campaign Specialist decides how it is delivered and when it launches. This role briefs, prioritises and guides execution. It does not run production.

Ownership Structure

Executive: Growth & Engagement - Owns the Strategy

Responsible for growth strategy, commercial priorities and portfolio direction, including investment decisions, cross-product strategy and executive stakeholder management.

Marketing Manager (This Role) - Owns the Performance

Responsible for product marketing performance, customer insight and customer journeys, including campaign priorities, product positioning, commercial recommendations, marketing optimisation and stakeholder alignment.

Marketing Campaign Specialist - Owns the Delivery

Responsible for campaign execution and production, workflow and asset management, creative coordination, compliance approvals, scheduling and launches, and project management.

How the Role Spends Its Time

Approximately 30% of the role is focused on product marketing and commercial performance.

Approximately 25% of the role is focused on customer journey optimisation.

Approximately 15% of the role is focused on customer insight and research.

Approximately 15% of the role is focused on performance analysis and reporting.

Approximately 10% of the role is focused on stakeholder management.

Approximately 5% of the role is focused on executive presentations and planning.

Core Responsibilities

Product Marketing Ownership

Own the commercial marketing performance of the lending portfolio. Be accountable for customer growth, conversion, engagement, retention, cross-sell and marketing effectiveness. Translate business objectives into clear marketing priorities.

Customer Journey Optimisation

Own the ongoing optimisation of the end-to-end customer journey: acquisition, onboarding, abandoned journeys, lifecycle communications, retention, reactivation and cross-sell. Identify friction, quantify its impact and recommend improvements. Work closely with CRM and the Campaign Specialist to implement enhancements.

Customer Insight

Build a deeper understanding of the customer than anyone else in the business through surveys, customer interviews, complaints, behavioural analysis, call listening, competitor monitoring and market trends. Turn that insight into concrete marketing improvements.

Performance Analysis

Monitor performance across campaigns, channels, customer behaviour, conversion, engagement and ROI. Present insight, root cause, recommendation and action.

Never simply present data. Every report ends with a decision or a recommendation.

Campaign Prioritisation

Develop campaign briefs and priorities, and give the Campaign Specialist clear direction on objective, target audience, messaging, offer and desired outcome. Review campaign performance and continuously optimise. This role directs campaigns. It does not produce them.

Stakeholder Management

Work closely with Product, Credit, Risk, Analytics, CRM, Creative Studio, the Campaign Specialist, Compliance and Customer Service to ensure marketing activity supports broader commercial objectives.

Lending Focus

Beyond the core, the Lending Marketing Manager owns the commercial marketing of finchoice Loans and MobiMoney specifically through:

Application growth and funded-loan growth.
Conversion optimisation across the application-to-disbursement funnel.
Silent-rate improvement and stronger customer quality.
Reactivation of good-risk inactive customers.
Lending customer engagement and utilisation.
Surfacing MobiMoney earlier in the customer journey.
A close working partnership with Credit and Risk to balance volume, quality and cost.

Primary KPIs

Success in the role is measured through the volume of qualified loan applications generated, the number of approved applications successfully disbursed, and application-to-funded conversion across the funnel.

The role is also measured on marketing efficiency through cost per funded loan and campaign ROI, which reflects the return on marketing spend by campaign and channel.

Additional measures include silent rate, which is a quality and engagement signal on the funded book where lower is better, and customer quality, which reflects the risk and value profile of acquired and reactivated customers.

What This Role Is Not

To keep commercial ownership and execution cleanly separated, this role is explicitly not responsible for:

Campaign production or campaign loading.
Creative traffic management.
Project management and workflow management.
Campaign scheduling.
Compliance administration.
Asset management.

These responsibilities belong to the Marketing Campaign Specialist. The Marketing Manager briefs, prioritises and guides that work. It does not perform it.

Candidate Profile

We are looking for a commercially minded product marketer, not a campaign coordinator and not a Head of Marketing. Someone who is happiest with a funnel, a data set and a customer problem in front of them. The ideal candidate has 5-8 years' marketing experience, ideally in financial services, with strong digital marketing capability across acquisition and lifecycle. They have hands-on CRM and customer-journey experience, as well as campaign planning and briefing experience.

They bring a commercial mindset and are fluent in conversion, cost and value, not just activity. They are comfortable interpreting data independently and have strong Excel and Power BI capability. Excellent written and verbal communication skills are essential, along with strong stakeholder management across commercial and technical teams.

SQL is desirable but not mandatory.

Leadership Expectations

This role may not carry direct reports from day one, but it is a leadership position. We expect ownership, accountability and initiative. Someone who sets the commercial agenda for their portfolio, thinks like an operator, collaborates across functions and influences outcomes through evidence rather than authority.

How Success Is Measured

Success is measured by commercial outcomes and the quality of thinking behind them, not by campaign administration or delivery activity.

Evidence of success includes improved conversion across the funnel, customer growth, campaign effectiveness and marketing ROI, measurable customer-journey improvements, cross-sell performance, customer engagement and retention, the quality of commercial recommendations made to leadership, and stakeholder satisfaction.

Marketing Manager - Lending

Job Description