Creative Strategist

About Us

NALA is building Payments for the Next Billion. Faster, smarter, and fairer transfers for everyone. Since 2022, we've grown our business 120x, grown the team from 9 to 150+, raised $50M+ from top-tier investors , and were named to the Forbes Fintech 50 in 2025.

We operate two core products:

• NALA , our consumer app makes cross-border payments cheaper, faster and more reliable for the global diaspora. Allowing users to send money from the UK, US and EU to Africa and Asia.
• Rafiki , our B2B payments infrastructure, is powering global payments.

Our team includes alumni from Wise, Stripe, Monzo, Revolut, and CashApp — operators who’ve scaled world-class products. We act with urgency, think deeply, and put our customers first always.

At NALA, this isn’t just a job. It’s ownership, impact, and the chance to change global payments forever.

Join us in building Payments for the Next Billion

🙌 Your Mission

Your mission is to define and execute NALA’s creative strategy, turning our mission, products, and growth priorities into compelling narratives that build brand love and drive measurable business impact.

The Role Purpose

The Creative Strategist serves as a driver for NALA’s brand identity, bridging the gap between high-level strategy and world-class execution. You will be the guardian of the NALA Gold Standard, responsible for producing and directing beautiful content that resonates emotionally with our customers. By utilising a Test and Learn approach, you will ensure our storytelling remains agile, impactful, and always puts the Customer First.

🎯 Your Responsibilities in this Role

• Set the Creative Standard: Own NALA’s end-to-end creative strategy across brand, product, growth and campaigns, ensuring a consistent and distinctive voice.
• Master the Brief: Translate complex brand strategies into actionable, punchy briefs for influencers and agencies.
• Drive the Narrative: Partner directly with the CEO and leadership team to translate company strategy into clear creative direction and storytelling.
• Multi-channel campaigns: Develop and launch high-impact campaigns that drive brand awareness, user growth, and engagement across key markets.
• Be the brand guardian: Set the creative bar across copy, visuals, and concepts, reviewing and improving work to world-class standards.
• Collaborate: Work closely with Growth, Product, and Marketing teams to ensure creativity directly supports commercial outcomes.
• Iterate with Speed: Launch creative "tests’ to gather feedback and make rapid adjustments—because at NALA, Speed Wins.
• Direct PR & Brand Strategy: Manage our public narrative and blog strategy, ensuring we communicate with a friendly, approachable, and honest tone.

Who You Are (EKBS Specification)

🧪 Experience

• You have a proven track record of setting a Gold Standard in a specialised creative discipline.
• You have experience moving projects through the 0-1 MVP phase into scaled, high-utility execution.
• You have successfully led agencies or influencers as a DRI (Directly Responsible Individual).

• Proven experience leading creative strategy at a high-growth tech, fintech, or consumer brand.
• A strong portfolio demonstrating strategic thinking, storytelling, and execution across multiple channels.
• Experience working closely with senior leadership and influencing company-level decisions through creative work.

🧠 Knowledge

• You deeply Understand Why—you don’t just create; you dig for the root cause of customer problems.
• You have a firm grasp of the competitive landscape and how to differentiate NALA’s brand and positioning across all markets.
• You understand that the Experience is as important as the functionality.
• Ability to connect brand creativity to measurable outcomes such as growth, engagement, or conversion.

✍️ Behaviours

• Sense of Urgency: You attack every morning with hunger and a desire to get your full to-do list done.
• Solutions, not problems: You are proactive in addressing issues or problems with actionable solutions, and don’t wait to be told what needs to be done.
• Point of View: You have the courage to ask "Why not?" and push boundaries when a decision isn't ambitious enough.

⚽ Skills

• Creative Specialism: Mastery in at least one core creative discipline—such as high-impact copywriting, professional videography, or short-form video production—to lead by example and set the "Gold Standard".
• Briefing & Creative Direction: Expert ability to translate brand strategy into actionable briefs for influencers and agencies, ensuring the "NALA tone of voice" is consistently delivered.
• Visual & Narrative Storytelling: Skilled in combining "art and science" to create beautiful product experiences that resonate emotionally with customers.
• Rapid Iteration & Prototyping: Ability to launch creative "MVPs" to gather immediate customer feedback and make micro-adjustments to improve utility.

✅ Success in the role looks like

3-Month Metrics

• Clear, creative strategy defined and aligned with CEO and leadership team.
• Improved consistency and quality across NALA’s brand, campaigns, and messaging.

6-Month Metrics

• One or more major campaigns launched that drive measurable uplift in brand awareness or user growth.
• Creative outputs are recognised internally as a key driver of NALA’s growth and market positioning.

⭐️ Benefits

• 27 Days Off Plus UK Bank Holidays: Take the time to decompress. Working at a startup is hard!
• Birthday Leave: Celebrate your special day with a bonus day off to take off in that month.
• Enhanced Parental Leave: We offer 16 weeks of full pay for the primary caregiver and 4 weeks of full pay for the secondary caregiver (after a 6-month probationary period).
• Enhanced Pension: Salary sacrifice pension scheme via Penfold giving you flexibility and control on how you save for your future.
• Global Workspace: Get access to WeWork locations worldwide.
• Learning Budget: Fuel your growth with $1000 annually for learning and development.
• Sarabi: Themed snacks and Friday lunch focused on building great working relationships with the team.
• Monthly Socials: Join fun social events every month for great times.
• Free Coffee: Enjoy barista-style coffee at your fingertips.