Social Media Manager

Diaspora Insurance provides culturally informed insurance solutions for diasporans living and working abroad, helping customers protect themselves, their families and their dignity across borders. As the business prepares for FY2026/27 growth, Marketing is building a stronger brand, digital, community, event and partnership engine to support awareness, lead generation, online portal conversion, retention and trust.

The Social Media Manager will own Diaspora Insurance’s organic social presence and turn social platforms into a structured brand awareness, community engagement, trust-building and lead-support engine. The role will ensure the brand has a consistent, culturally relevant and compliant voice across social platforms while supporting FY2026/27 goals around awareness, lead generation, portal traffic, event amplification, customer education, reviews, referrals and corridor-specific growth.

• Own the organic social media strategy across Facebook, Instagram, Tik Tok, Linked In, You Tube and Whats App community/broadcast touchpoints.
• Translate the FY2026/27 marketing strategy into monthly and weekly platform plans aligned to corporate brand awareness, corridor campaigns, events, source-market activity, retention and referral goals.
• Develop the annual social calendar covering Zimbabwe, Nigeria, Ghana and Kenya, including cultural dates, source-market moments, event amplification, product education and claims-led trust content.
• Create a structured content ratio covering education, community/events, claims/reviews trust, product/portal promotion and CSR/source-market proof.

• Brief the Graphic Designer and Content Producer on weekly assets, including reels, carousels, short-form videos, event recap posts, leadership content, testimonials, infographics and platform-native content.
• Ensure every piece of content follows Diaspora Insurance brand guidelines, tone of voice and compliance requirements.
• Adapt content by platform, avoiding one-size-fits-all posting and ensuring the content format fits user behaviour on each platform.
• Build repeatable templates for event promotion, partner launches, corridor updates, customer education and review/referral prompts.

• Grow quality audience footprint across platforms while prioritising engagement, comments, shares, saves, link clicks, profile visits and community conversation over vanity follower growth.
• Moderate and respond to comments and inbox interactions in line with approved scripts and escalation routes.
• Identify relevant African diaspora pages, groups, creators, churches, associations and community networks for collaboration and amplification.
• Coordinate with the Community Manager on influencer content, Whats App broadcasts, review campaigns and organic referral activity.

• Support paid media by identifying high-performing organic content that can be boosted or adapted into paid creative.
• Drive traffic to country landing pages, event pages, partner landing pages, portal sign-up routes and quote journeys through organic content.
• Create platform-specific lead magnets such as funeral planning checklists, family protection guides, event registration CTAs and webinar sign-ups.
• Work with Paid Media and Analytics to understand which content themes contribute to leads, applications and policies.

• Produce weekly and monthly social performance reports covering reach, engagement, audience growth, link clicks, video watch time, campaign performance and lead contribution.
• Run monthly content review sessions to identify what to stop, continue, improve and scale.
• Track social sentiment, objections, FAQs and competitor/community trends and feed insights into content, website FAQs, call centre scripts and paid campaigns.

KPI Area
Measure
Target / Expectation

Audience growth Combined followers/subscribers across platforms 100% quality footprint growth by June 2027, subject to baseline confirmation.

Engagement quality Engagement rate, comments, saves, shares and…