Director of Marketing

Smile ID is unlocking digital Africa. Smile ID is Africa's leading digital identity verification and Know Your Customer (KYC) provider. We were founded to solve the specific challenges faced by companies trying to onboard users in unique African conditions. We have built proprietary machine learning algorithms and a technology platform to cater for all skin tones, entry level devices and users operating in low bandwidth environments. We pride ourselves on striking the right balance between stopping fraudulent transactions and reducing onboarding friction and have enabled some of the fastest growing businesses across Africa to onboard at scale and in real-time, evidenced by performing over 200 million KYC checks to date. Our client base includes the Zenith Bank, Stanbic IBTC, Flutterwave, Fairmoney, Binance, Uber, Bolt, Kuda Bank, Opay, Paystack, Luno, Yellowcard and hundreds more. We’re growing very quickly. We did more jobs in 2024 than in 2016-2023 combined! Our team is a diverse group of hardworking and fun-loving Smilers spanning 4 offices, 7 countries and many time zones. Our products are already making waves across many industries, from Banking to Fintech and Telecoms. We recently announced a $20M Series B raise and are backed by leading global investors, including Norsken22, Costanoa, CRE, Future Africa, Susa Ventures, Commerce Ventures, Courtside Ventures, Two Culture Capital, Latitude, Valuestream Ventures, Intercept Ventures and Vinod Khosla who are supporting us every step of the way. We are BUILDERS and your day-to-day will involve building innovations that PROTECT people and serve as the foundation for trust in the digital economy in Africa. We believe everyone is an OWNER and with this opportunity, you have the autonomy to do your best work and grow, the flexibility to be creative, and an opportunity to put your unique stamp on our mission. What are you waiting for? Come with us on this amazing journey! The Role We’re looking for a high-impact Director of Marketing to lead our go-to-market strategy across key African markets. This role sits at the intersection of product and demand, combining deep ABM expertise with product marketing acumen. You'll report directly to the CEO and collaborate closely with sales, product, and executive teams to define and execute our growth strategy. About the Role: This is a rare opportunity for a strategic and hands-on leader who thrives in fast-paced environments and is excited to shape the future of digital identity across the continent. Key Responsibilities: Strategic Marketing & GTM Leadership Define and lead regional and segment-specific marketing strategies using ABM best practices. Collaborate with executive leadership to refine go-to-market plans and ICP targeting. Demand Generation & ABM Execution Work with the existing team to replicate and automate market sizing and MQL identification Design and run integrated online/offline campaigns to target enterprise MQLs Drive alignment between marketing and sales to increase MQL-to-SQL conversion. Product Marketing & Launches Own product positioning and messaging across the buyer journey. Coordinate product launches with sales enablement, campaigns, testimonials, and content. Build GTM strategies that include segmentation, value proposition by use case and industry, and competitive differentiation including sales enablement. Market Research & Competitive Intelligence Conduct deep market and customer research to support expansion and sharpen positioning. Deliver insights into buyer behavior, industry trends, and competitor strategies. Sales Enablement & Alignment Equip the sales team with tools, decks, one-pagers, battle cards, local language content, and case studies. Ensure tight alignment between marketing and sales on messaging and GTM execution. Brand Positioning & Thought Leadership Working with the CEO and other key executives, enhance Smile ID’s brand through storytelling, PR, and community engagement. Develop content and thought leadership to position Smile ID as the authority in identity verification in Africa. Events & Community Engagement Own and execute the strategy for webinars, conferences, mixers, and partner events. Work with the rest of the GTM organization to select key target markets, elevate our presence in these markets and drive pipeline through curated engagements. Data-Driven Optimization Use data, analytics, and AI tools to evaluate campaign effectiveness, optimize spend, and improve ROI. Partner with Revenue Operations to continuously refine ABM and product marketing strategies and overall GTM metrics and execution What We’re Looking For: Soft Skills Strategic Thinker: Sees the big picture and translates it into clear plans. Ownership Mentality: Takes initiative and sees projects through with minimal oversight. Collaborative Leader: Works well with cross-functional teams and builds consensus. Agile Operator: Excels in dynamic environments and adapts quickly to change. Technical Skills ABM Expertise: Proven track record in executing targeted, high-ROI ABM campaigns. Product Marketing Acumen: Experience launching B2B SaaS products with compelling positioning and messaging. Research & Insights: Skilled at deriving actionable insights from customer and market data. Content Creation: Ability to collaborate on and produce sales and marketing assets. Event Management: Experience planning and executing high-impact events. Required Experience: 7+ years in B2B SaaS or identity/fintech marketing, with at least 3 years in a leadership role. Prior experience in international markets — preferred experience in Africa or other emerging economies. Demonstrated success in ABM, product marketing, and sales enablement. Experience collaborating across distributed teams in multiple time zones. Familiarity with tools like HubSpot, Salesforce, Google Suite, Clay, Gong, and modern marketing platforms. Exceptional communication and writing skills. What Success Looks Like: Consistently delivers MQLs that convert to pipeline and grow enterprise revenue. Executes successful, timely product launches that generate awareness and adoption. Empowers the sales team with materials that shorten deal cycles and close rates. Provides market and competitive insights that influence broader business strategy. Drives measurable ROI across ABM, content, events, and campaigns. Benefits and Compensation Competitive salaries Stock options Health insurance or stipend (depending on location) Time-off, study leave, and paid parental leave Flexibility (we are a remote-friendly company + there is the opportunity to work from one of 4 global offices) Cool swag and company off-sites (recent locations: Kenya & Rwanda) By applying for the role you consent to the GDPR Statement