PR & Marketing Manager 182 views

Reporting Line

Direct Report: General Manager, APS Wallet

Functional Report: Group PR & Marketing Manager, APS Group

Position Summary

The PR & Marketing Manager is responsible for leading the planning, implementation, and

evaluation of public relations, marketing, branding, and communications initiatives that support the

growth and strategic objectives of APS Wallet. 

The role leads the development and execution of integrated marketing campaigns that promote APS

Wallet’s digital financial services, including merchant payment solutions, agent network expansion,

customer acquisition, engagement, and retention.

Working closely with the General Manager and the Group PR & Marketing Manager, the incumbent

will ensure that all marketing and communication activities align with APS Group’s corporate brand

standards and strategic direction while addressing the unique business requirements of APS Wallet.

The position holder is also responsible for leading and managing the APS Wallet Marketing &

Communications team. The role provides strategic direction, operational oversight, coaching,

performance management, and professional development to ensure the delivery of high-quality,

innovative, and impactful marketing and communication initiatives.

Key Responsibilities

Marketing Strategy & Execution

• Develop and implement the annual Marketing and Communications Plan for APS Wallet in alignment with the APS Group marketing strategy.
• Design and execute integrated marketing campaigns to drive customer acquisition, product adoption, revenue growth, and brand awareness.
• Support the successful launch of new products, services, and promotional initiatives.
• Monitor campaign performance and optimise initiatives based on analytics and business outcomes.
• Identify innovative marketing opportunities that contribute to business growth and competitive advantage.

Brand Management

• Promote and protect the APS Wallet brand in accordance with APS Group Brand Guidelines.
• Ensure consistency of branding across all customer touchpoints including branches, agents, merchants, digital platforms, advertising, promotional materials, and events.
• Oversee the development and production of all marketing collateral and promotional materials.
• Maintain high standards of creative quality across all communication channels.

Public Relations & Media Management

• Develop and implement public relations strategies that strengthen APS Wallet’s reputation and visibility.
• Build and maintain productive relationships with media organisations and key external stakeholders.
• Prepare press releases, speeches, media statements, executive communications, and promotional content.
• Coordinate media interviews, press conferences, publicity events, and corporate announcements.
• Support crisis communication initiatives in collaboration with the Group PR & Marketing Manager.
• Monitor media coverage and recommend strategies to enhance positive brand visibility.

Digital Marketing & Customer Engagement

• Lead APS Wallet’s digital marketing strategy across social media, website, email marketing, digital advertising, and emerging channels.
• Develop engaging digital content promoting products, financial literacy, customer success stories, and corporate initiatives.
• Monitor digital engagement metrics and optimise campaigns using performance data.
• Collaborate with Customer Experience teams to manage customer feedback and online reputation.
• Identify new digital marketing technologies and platforms to improve customer engagement.

Product & Campaign Marketing

Develop and coordinate marketing campaigns for:

• Digital Wallet Services
• Merchant Payment Solutions
• Agent Network Recruitment and Activation
• Customer Loyalty and Referral Programmes
• Seasonal and Promotional Campaigns
• New Product Launches and Business Initiatives

Events, Sponsorships & Community Engagement

• Plan and coordinate corporate events, product launches, exhibitions, roadshows, sponsorships, and community outreach programmes.
• Support Corporate Social Responsibility (CSR) initiatives that strengthen APS Wallet’s community presence.
• Ensure professional brand representation at all public engagements.
• Evaluate the effectiveness and return on investment of sponsorships and events.

Stakeholder Engagement

Support the General Manager in maintaining productive relationships with:

• Customers
• Agents and Merchants
• Media Organisations
• Government Agencies
• Community Organisations
• Strategic Partners

Market Research & Business Intelligence

• Conduct market research to identify customer needs, industry trends, and competitor activities.
• Gather customer insights to support product development and service enhancement.
• Monitor competitor campaigns and identify opportunities for market differentiation.
• Prepare marketing intelligence reports and strategic recommendations for management.

Team Leadership & People Management

• Lead, supervise, and develop the APS Wallet Marketing & Communications team
• Establish clear objectives and performance expectations aligned with departmental and organisational goals.
• Allocate work, manage priorities, and ensure the timely delivery of marketing campaigns, creative assets, media activities, and communication initiatives.
• Provide coaching, mentoring, and continuous performance feedback to team members.
• Conduct performance reviews and support employee development in accordance with APS policies.
• Foster a collaborative, innovative, customer-focused, and high-performing team culture.
• Identify capability gaps and facilitate training and professional development opportunities.
• Promote effective collaboration with internal departments, Group Marketing, and external service providers.
• Manage external agencies, creative partners, media houses, and other marketing vendors where required.

Budget Management

• Prepare and manage the APS Wallet marketing budget.
• Ensure efficient utilisation of marketing resources.
• Monitor expenditure and maintain value for money across all campaigns and initiatives.
• Evaluate the return on investment (ROI) of marketing activities.
• Ensure procurement of marketing services complies with organisational policies.

Reporting & Coordination

• Prepare monthly, quarterly, and annual marketing performance reports.
• Provide regular updates to the General Manager and Group PR & Marketing Manager on campaign performance, media coverage, digital engagement, stakeholder relations, and budget utilisation.
• Participate in APS Group Marketing meetings and contribute to Group-wide initiatives where needed.
• Ensure APS Wallet complies with Group marketing policies, branding standards, and communication guidelines.
• Maintain effective coordination across business units to ensure integrated communication and marketing activities.

Qualifications

• Bachelor’s degree in marketing, Communications, Public Relations, Business Administration, or a related discipline.
• A Master’s Degree will be an added advantage.
• Professional qualifications such as CIM, CIPR, or equivalent are highly desirable.

Experience

• Minimum of five (5) years’ relevant experience in marketing, communications, public relations, or corporate affairs.
• At least two (2) years’ experience in a managerial or supervisory role leading a marketing or communications team.
• Demonstrated experience managing multidisciplinary creative professionals, including media, design, and content production.
• Experience within financial services, fintech, banking, remittance, telecommunications, or digital financial services is highly desirable.
• Proven experience in digital marketing, integrated campaign management, brand management, and customer engagement.

Core Competencies

Technical Competencies

• Marketing strategy development and execution
• Integrated campaign management
• Brand management
• Public relations and media relations
• Digital and social media marketing
• Content development and copywriting
• Event management
• Customer engagement
• Marketing analytics and reporting
• Budget planning and management
• Team leadership and performance management
• Resource planning and project management

Behavioural Competencies

• Leadership and people development
• Coaching and mentoring
• Excellent communication and presentation skills
• Creativity and innovation
• Strong organisational and project management skills
• Relationship building and networking
• Customer-focused mindset
• Analytical and problem-solving skills
• Decision-making and sound judgement
• Initiative and accountability
• Collaboration and teamwork
• Results orientation
• Adaptability and resilience
• Integrity and professionalism

Location

The position is based at the APS Wallet’s Head Office in Old Yundum, Kombo North, Western Region 

APS Wallet is an equal opportunity employer committed to attracting, developing, and retaining

talented professionals who share our values of integrity, innovation, customer focus, collaboration,

and excellence.

Compensation Package 

The successful candidate will receive a competitive compensation package, including:

• Competitive base salary (commensurate with qualifications and experience)
• Medical/health benefits in line with company policy
• Annual leave and other statutory leave entitlements
• Any other benefits applicable under APS Wallet policies

Application Procedure:

Interested candidates who meet the above qualifications and experience are invited to submit an application letter together with an up-to-date CV and educational credentials to hr@apswallet.gm or submit a physical application to: 

Human Resources Department

APS International Limited T/A APS Wallet

Coastal Road

Old Yundum

 Application deadline is: 22nd August, 2026.