Content Strategist

2 days ago

Nairobi, Nairobi Area, Kenya MOGO Kenya Full time $300,000 - $600,000 per year

Role Overview

The Content Strategist will shape the content ecosystem for MOGO Kenya — defining content pillars, mapping customer journeys, creating editorial calendars and ensuring content resonates across channels (social media, website, blogs, emails, SMS, field activations). The role supports both brand awareness and conversion for products such as car logbook loans, boda/tuk-tuk logbook loans, and targeted campaigns (e.g., "GET A CAR LOGBOOK LOAN, WIN A CAR"). Your job is to ensure content is strategic, measurable, onbrand and drives business goals.

Key Responsibilities

  • Develop an end-to-end content strategy: define content themes/pillars, map them to target segments and customer journeys.
  • Maintain the content calendar across all channels (social media, website, blog, email/SMS, field marketing assets, influencer assets etc) and ensure alignment with the marketing/communications campaign schedule.
  • Conduct research: audience personas, competitive content audit, trending formats, platform insights, Kenya-specific media consumption behaviours.
  • Collaborate with content creators, videographers, graphic gesigners, digital marketing, influencer manager and PR Manager to bring strategic direction to content creation: briefing creatives, approving scripts, storyboards, ensuring brand consistency and optimization for platforms.
  • Ensure channel-appropriate best practices are infused into content (website, blog posts, landing pages, social media etc).
  • Design and oversee content optimization: repurposing assets (e.g., turning video to shorter clips, blogs to infographics), distribution strategy and scheduling.
  • Analyse content performance (engagement, dwell time, social shares, conversion metrics) and surface actionable insights to optimise future content.
  • Support field marketing & activations: provide content assets and scripts for branch events, field marketers, social activations and off-line collateral.
  • Maintain brand voice, tone guidelines, editorial style across all content produced; and maintain a content asset library for reuse.
  • Stay updated on content trends (e.g., interactive formats, Shorts/Reels, IG Carousels, TikTok Kenya trends) and recommend innovative formats.

Skills & Competencies

  • Bachelor's degree in Marketing, Communications, Journalism, Media Studies or related field.
  • 3-5 years' experience in content strategy or content marketing, preferably in Kenya's digital environment.
  • Strong editorial thinking, ability to map audience journeys, set content themes and translate into execution.
  • Excellent writing and editing skills; ability to craft for different formats and channels.
  • Experience with social media content, blogs, website content, email/SMS content and field collateral.
  • Familiarity with analytics tools (Google Analytics, social insights), ability to present insights and recommendations.
  • Comfortable working with internal stakeholders (Design, Videography, Digital, Influencers, Field Marketing) and managing multiple content streams.
  • Highly organised, proactive, creative and detail-oriented.

Preferred Qualities

  • Prior experience in financial services or fintech content is a plus.
  • Understanding of Kenyan vernacular/social media culture and content preferences.
  • Ability to stay ahead of content trends and propose "first mover" formats

Working Conditions:

  • Based in Nairobi with possibility of regional content shoots (Kenya)
  • Some flexibility required for content production timelines (evenings/weekends) depending on campaign deadlines

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