Group Public Relations & Marketing Manager

Reporting Line

Reports to: Group Chief Executive Officer (Group CEO)

Functional Relationship: Provides strategic coordination and functional guidance to the PR & Marketing teams across:

• APS International
• APS Wallet
• APS Islamic Microfinance

Position Summary

The Group Public Relations & Marketing Manager is responsible for developing, coordinating, and implementing integrated public relations, branding, marketing, and corporate communication initiatives across APS Group and its subsidiaries. The role ensures that all Group entities maintain a consistent brand identity while supporting the commercial and business development objectives of each subsidiary.

Working closely with the Group CEO, subsidiary management, and the respective PR and Marketing teams, the Group PR & Marketing Manager will drive brand visibility, strengthen stakeholder engagement, enhance customer acquisition initiatives, and protect the reputation of APS Group across all markets in which it operates.

The role requires a highly organised marketing professional with strong strategic thinking, excellent communication skills, and the ability to coordinate multiple marketing initiatives across different business units.

Key Responsibilities

Group Marketing & Communications

• Develop and implement the Group’s annual marketing and communications strategy.
• Coordinate marketing initiatives across all APS Group companies to ensure alignment with business objectives.
• Prepare and monitor the Group marketing calendar.
• Support the Group CEO in promoting the Group’s strategic priorities through effective communications.
• Monitor marketing performance and recommend improvements.
• Design strategies, drive, monitor and report on social media monitoring and scanning for self and competitor mentions and to identify and amplify opportunities.
• Lead the designing, implementation and monitoring of staff digital engagement with the Brand (staff engagement with the brand on social media).

Brand Management

• Maintain and strengthen the APS Group corporate brand.
• Ensure consistent application of branding standards across all subsidiaries.
• Review marketing materials to ensure compliance with Group brand guidelines.
• Support the development of new branding initiatives, campaigns, and promotional materials.

Public Relations & Corporate Communications

• Develop and implement public relations strategies that enhance the reputation of APS Group.
• Build and maintain productive relationships with media houses, journalists, regulators, partners, and other key stakeholders.
• Draft press releases, speeches, newsletters, corporate announcements, and executive communications.
• Coordinate media interviews, public engagements, and corporate events.
• Support crisis communication and reputation management initiatives.

Marketing Campaigns

Coordinate and support marketing campaigns for:

APS Wallet

• Digital wallet growth
• Agent network expansion
• Customer acquisition and retention campaigns
• Merchant Payment 

APS Islamic Microfinance

• Islamic financial products
• Financial inclusion programmes
• SME and entrepreneurship initiatives
• Community outreach campaigns

APS International

• International partnerships
• Business development initiatives
• Corporate marketing
• Regional expansion activities

Digital Marketing

• Coordinate the Group’s digital marketing activities.
• Oversee social media platforms, website content, email campaigns, and digital advertising.
• Monitor digital engagement and campaign performance.
• Work with subsidiary teams to improve online visibility and customer engagement.
• Support the creation of high-quality digital content.

Internal Communications

• Coordinate internal communication across the Group.
• Promote employee engagement through effective internal communication initiatives.
• Develop newsletters and staff communication materials.
• Support the communication of major corporate initiatives.

Events & Corporate Visibility

• Coordinate corporate events, product launches, sponsorships, exhibitions, conferences, and community engagement activities.
• Support the planning and execution of CSR initiatives.
• Ensure consistent APS Group representation at public events.

Stakeholder Engagement

Support the Group CEO and subsidiary management in engaging with:

• Customers
• Regulators
• Government institutions
• Strategic partners
• Development partners
• International remittance partners
• Financial institutions
• Community organisations
• Industry associations

Functional Coordination

• Coordinate the activities of the PR and Marketing teams across all subsidiaries.
• Promote collaboration and sharing of marketing resources and best practices.
• Review subsidiary marketing plans to ensure alignment with Group strategy.
• Provide guidance and support to subsidiary marketing personnel.
• Coordinate regular Group marketing meetings and reporting.

Market Research & Performance Monitoring

• Conduct market research and competitor analysis.
• Monitor customer trends and market developments.
• Evaluate the effectiveness of marketing campaigns.
• Prepare monthly and quarterly marketing performance reports for the Group CEO.
• Recommend improvements based on market insights and campaign performance.

Qualifications

• Bachelor’s degree in marketing, Public Relations, Communications, Business Administration, or a related discipline.
• A Master’s degree will be an added advantage.
• Professional qualifications in Marketing or Public Relations (e.g. CIM, CIPR or equivalent) are desirable.

Experience

• Minimum of 15 years’ relevant experience in marketing, communications, public relations, or corporate affairs.
• At least 3 years’ experience in a management or supervisory role.
• Experience in financial services, fintech, banking, remittance, microfinance, insurance, or telecommunications is highly desirable.
• Experience coordinating marketing activities across multiple business units or brands will be an advantage.

Core Competencies

Technical Competencies

• Marketing strategy and execution
• Brand management
• Public relations
• Corporate communications
• Digital marketing
• Media relations
• Event management
• Content development
• Marketing analytics

Behavioural Competencies

• Strong communication and interpersonal skills
• Strategic and analytical thinking
• Planning and organisational skills
• Relationship management
• Creativity and innovation
• Team collaboration
• Problem-solving and decision-making
• Results orientation
• Adaptability and resilience
• High ethical standards and professionalism

Working Conditions

The position is based at the APS Head Office, Gambia and may requires occasional local and international travel to support Group operations, marketing initiatives, partnership development, and corporate events.

APS Group is an equal opportunity employer committed to attracting and developing 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 Group 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 Apply Now 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.