Director-Corporate Marketing

Duty Station: Head Office, Addis Ababa, Ethiopia
Reports to: Chief Executive Officer (CEO)
Employment Type: Full-Time

About Liyu Microfinance Institution S.C.

Liyu Microfinance Institution S.C. is a growing financial institution committed to promoting financial inclusion, empowering micro, small, and medium-sized enterprises (MSMEs), and providing accessible and innovative financial services to urban and rural communities. Through its credit and savings products, the Institution supports entrepreneurship, business development, and sustainable economic growth.

The Institution invites qualified, experienced, and results-oriented professionals to apply for the position of Director, Marketing, Business Development & Planning Department.

Key Roles and Responsibilities

The successful candidate will provide strategic leadership in institutional planning, business development, marketing, and market expansion. Major responsibilities include:

• Strategic Planning and Performance Management: Lead the preparation, implementation, and evaluation of strategic and annual business plans; establish and monitor key performance indicators; and recommend appropriate measures to improve institutional performance.
• Business Development and Partnerships: Develop strategic partnerships with financial institutions, development partners, NGOs, SACCOs, fintech companies, and other relevant stakeholders to expand business opportunities and mobilize financial resources.
• Deposit Mobilization and Market Expansion: Design and implement strategies to increase savings mobilization, customer acquisition, loan portfolio growth, and institutional market share, including expansion into new geographical areas.
• Marketing and Brand Development: Lead integrated marketing campaigns, public relations, corporate communications, and brand-positioning initiatives to strengthen the Institution’s visibility, reputation, and customer trust.
• Product Innovation and Digital Financial Services: Promote innovative and customer-focused financial products and services, including digital financial solutions, to address the needs of women entrepreneurs, youth, agricultural clients, and MSMEs.
• Research and Business Growth: Conduct market research, feasibility studies, and industry analysis to identify new business opportunities, assess market trends, and support evidence-based decision-making.
• Leadership and Resource Management: Lead and motivate departmental teams, manage resources effectively, and foster a performance-driven culture focused on measurable results and sustainable growth.

Salary and Benefits

The Institution offers an attractive salary and benefits package, including a vehicle, commensurate with the position and applicable institutional policies.

Location Addis Ababa, Ethiopia

Employment type Full-time

Work arrangement Both office and field based

Department Sales and Marketing

Reports to Operations Manager

Positions available Two [2]

Career level Expert level

Salary and benefits Negotiable, plus other benefits

Application deadline November 7, 2026

About the company and role

Borui manufactures household appliances for the Ethiopian market. We are seeking a customer-focused,results-oriented Marketing and Sales Representative to introduce our products to the market, develop customerand distributor relationships, and support sustainable sales growth. The role will work closely with factory and management colleagues, including Chinese-speaking counterparts, to coordinate product information,customer needs, and order follow-up.

Key responsibilities

• Identify and qualify prospective distributors, retailers, institutional buyers, and other approved customer groups; maintain an organized prospect pipeline.
• Present products accurately, explain approved features and specifications, arrange demonstrations, and respond promptly to customer questions.
• Develop and maintain relationships with assigned accounts; plan visits, follow up on quotations, and support repeat business.
• Gather customer, competitor, pricing, and channel feedback; share useful market insights with the manager and product or factory teams.
• Support approved promotions, dealer education, product launches, and other marketing activities; track leads and report campaign outcomes where data is available.
• Coordinate forecasts, product availability checks, order documentation, delivery follow-up, and customer handovers with relevant internal teams.
• Communicate with Chinese-speaking managers, colleagues, suppliers, or business partners in Chinese when required; confirm important commercial decisions through the company's approved written process.
• Maintain accurate customer records, visit notes, quotations, sales updates, and other reports in the company's designated system.
• Handle complaints professionally and route technical, safety, warranty, and service matters to authorized personnel; do not promise remedies outside approved policy.
• Follow company rules on pricing, discounts, credit, contracts, cash handling, customer data, travel, workplace conduct, and health and safety.

Job Summary

The Marketing Coordinator will be responsible for developing, executing, and managing marketing strategies to enhance brand visibility and drive sales. You will act as the bridge between our brands and our target audience, utilizing a mix of digital platforms and traditional marketing methods. The ideal candidate must be able to work autonomously, manage multiple projects simultaneously, and have a strong understanding of the coffee and hospitality sectors.

Key Responsibilities

• Coordinate and manage day-to-day marketing activities for Daye Bensa Business and its various business units.
• Develop and implement marketing plans and campaigns that support brand and sales goals.
• Manage digital marketing: social media (Facebook, Instagram, TikTok, Telegram, etc.), email and SMS campaigns, online advertising, and content calendars.
• Carry out traditional marketing: print materials, billboards, radio and TV promotions, in-store branding, sponsorships, and events.
• Coordinate with designers, photographers, printers, media houses, and other vendors to deliver materials on time and within budget.
• Plan and organize promotions, product launches, tastings, and community or trade events.
• Ensure brand consistency across all channels, outlets, and marketing materials.
• Conduct market and competitor research to identify customer needs, trends, and opportunities.
• Track and analyze campaign performance, and prepare regular reports with clear recommendations.
• Manage the marketing activity budget and track expenses.
• Work closely with the Export, sales, operations, and cafe/outlet teams to align marketing efforts.
• Maintain customer engagement and respond to feedback on social media and other channels.