Brand Communications Lead at Watu Credit

Role Profile:

Position Title:

Reporting To:

Department:

Location

Brand Communications Lead

Communications and Partnerships Manager (dotted line: Country Manager, Tanzania)

Brand and Communications

Dar es Salaam, Tanzania

About Watu:

Watu is a mission-driven, customer-focused company that believes everyone with the ambition to become an entrepreneur deserves the opportunity to start, grow, and achieve their goals. As Africa's fastest-growing asset finance company, we are committed to shaping a brighter, more prosperous future across the continent. In Tanzania, our vision is to provide asset financing solutions - from mobility to connectivity - to ambitious individuals, enabling them to access the tools they need to succeed, support their families, and contribute to their communities.

Role Purpose:

The Brand Communications Lead is the brand authority on the ground in Tanzania - the person who ensures that what happens in-market reflects Watu's brand correctly, and that leadership is equipped with the narrative, context, and counsel they need to make the right decisions. This role sits at the intersection of strategy and execution: close enough to the ground to understand what is really happening, and senior enough to advise upward with confidence.

In practice, this means setting brand priorities for the Tanzania market, advising the Country Manager on communications and reputation considerations, and ensuring the Group Brand & Communications team has the structured market intelligence they need to plan effectively. You will drive decisions, not just implement them.

You will work closely with the Group Brand & Communications team, with real exposure to how brand strategy is built at a regional level. For the right person, this role is a genuine opportunity to grow into a market-level brand leadership position.

ROLE DESCRIPTION:

KPI Guidelines:

• Brand Advisory & Market Leadership
• Serve as the brand authority in-market - the first point of contact for brand and communications considerations within the Tanzania business
• Advise the Country Manager on brand positioning, narrative priorities, and reputational considerations, ensuring leadership is equipped to make informed decisions
• Set the brand narrative priorities for the Tanzania market in alignment with Group strategy, ensuring local execution reflects those priorities consistently
• Identify where brand execution in-market and Group brand strategy are misaligned, and escalate proactively to the Group Brand & Communications team
• Monitor competitor narrative shifts and market activity, providing structured intelligence to inform Group brand planning
• Content Direction & On-Ground Sourcing
• Set and own the content calendar for the Tanzania market, ensuring it reflects local brand priorities, campaigns, and business moments - leaning on the Digital & Communications Officer for operational execution
• Source on-the-ground content: identify customer stories, coordinate testimonial capture, and gather material from activations and events to feed into the content pipeline
• Act as the local antenna - identifying stories, moments, and opportunities in-market that should be captured and amplified
• Ensure brand narrative is consistently embedded in new staff onboarding across the Tanzania business
• Oversee internal communications for the Tanzania market, working with Group and HR/Admin to ensure alignment and consistency
• PR & Stakeholder Engagement Support
• Coordinate local media interactions in collaboration with Group Brand & Communications
• Prepare briefing notes and talking points to support leadership in interviews, panels, and stakeholder forums
• Manage logistics for stakeholder engagements including exhibitions, listening sessions, and industry events
• Monitor local media and flag reputational considerations or brand risks where relevant
• Brand Visibility & Consistency
• Monitor compliance with brand guidelines across local executions
• Support rollout tracking of approved brand initiatives across branches, dealer networks, and customer touchpoints
• Liaise with vendors and agencies supporting local brand and com

Brand Alignment & Advisory

• Country Manager and local leadership are regularly briefed and equipped with the right brand narrative
• Brand narrative priorities for TZ are set and clearly communicated each quarter
• Competitor narrative shifts tracked and reported to Group on a regular cadence
• Brand misalignments identified and escalated before they become habitual

Content & Internal Comms

• Content calendar set and owned, with the Digital & Communications Officer briefed and equipped to execute
• Customer stories and testimonials sourced and captured on a regular cadence
• TZ onboarding narrative alignment included as part of new staff induction
• Internal communications delivered in a timely and consistent manner

Stakeholder Engagement

• Leadership engagements are well-prepared and on-message
• Media interactions coordinated smoothly in collaboration with Group
• Reputational risks flagged and escalated promptly

Visibility & Operations

• Approved brand initiatives delivered in alignment with timelines
• Brand consistency maintained across priority customer and partner touchpoints
• Timely coordination and documentation of brand and communications activities

Working Relationships:

Internal Relationships:

The Brand Communications Lead will be:

• Directly accountable to the Communications and Partnerships Manager (Group), with a dotted line to the Country Manager - Tanzania
• Acts as a brand and communications advisor to the Country Manager, ensuring leadership is equipped with the right narrative and context
• Closest execution collaborator is the Digital & Communications Officer, who handles content publishing and digital output - this role sets direction and the Officer delivers
• Required to work across Commercial, Operations, Trade Marketing, Customer Service, HR/Admin, and Compliance teams in Tanzania
  

External Relationships:

• Media partners and journalists
• Agencies and creative vendors
• Suppliers supporting brand and activation activities

Knowledge, Qualifications & Skills:

• 4-5 years of experience in brand marketing, communications, PR, or a related field
• At least 2 years in a coordination, PR, or stakeholder-facing communications role
• Proven ability to advise senior stakeholders and push back where needed - comfortable operating with and influencing people at a leadership level
• Experience in content planning, story sourcing, and working collaboratively with a digital or creative team on execution
• Strong written and verbal communication skills in both English and Swahili
• Understanding of the Tanzania market, consumer culture, and local media landscape
• Comfortable working with some ambiguity - able to take a brief, run with it, and come back with something solid
• Background in telecom, device or asset financing, fintech, or mass-market consumer brands is a strong advantage

What We Offer:

• Be a part of an international, dynamic and driven team that has set their aspirations high and work hard to achieve those
• Opportunities to learn and grow together with us
• Competitive compensation package
• Health benefits

Do you see yourself being part of the WATU team? Then please apply with your CV and a cover letter, we are looking forward to working with you!

**Please be cautious, this vacancy does not require individuals to pay for job opportunities**