Specialist - Growth & Performance Marketing

• Bachelor’s degree in marketing, or related field preferred
  
• Relevant postgraduate qualifications are an advantage.
  
• Strong analytical and modeling skills (cohort analysis, funnel analysis, forecasting).
  
• Strong proficiency in analytics tools (GA4, Firebase, Mixpanel, Appsflyer/Adjust, BI tools).
  

Experience:

• 3 -7 years of experience in growth, performance marketing, or data-driven demand generation.
  
• Experience in fintech, payments, mobile money, banking, marketplace, or high-growth digital apps.
  
• Deep expertise with Meta, Google Ads, TikTok Ads, programmatic, and app acquisition platforms.
  
• Demonstrated success improving CAC, conversion rates, and retention.
  
• Experience leading funnel optimization and lifecycle marketing workstreams.
  

A. Growth Strategy, Planning & Ownership

• Develop quarterly and annual growth strategies aligned with business revenue, MAU, corridor, and product goals.
  
• Build growth models, forecasts, and scenarios for acquisition, activation, and retention.
  
• Drive a KPI framework for CAC, LTV, ROAS, activation rate, retention, churn, and growth loops.
  
• Identify growth barriers, whitespace opportunities, and priority levers across segments.
  

B. Multi-Channel Acquisition (Paid + Organic)

Paid Acquisition

• Architect and optimize paid user acquisition across Meta, Google, TikTok, LinkedIn, OEM/App stores, and programmatic platforms.
  
• Own media mix planning, budget allocation, and daily optimization.
  
• Implement creative and audience testing frameworks to scale efficiently.
  
• Ensure optimal CAC and quality acquisition for multiple products and corridors.
  

Organic Growth Loops

• Build and optimize referral programs.
  
• Design merchant- and agent-led growth loops tied to incentives and behavioral insights.
  
• Leverage in-app engagement features to encourage organic sharing and return visits.
  
• Partner with Product to create habit-forming experiences.
  

C. Funnel Optimization & Conversion Rate Improvement

• Own the full funnel: Install → Registration → KYC → Activation → First Transaction → Repeat Usage → Retention
  
• Diagnose drop-offs using analytics, heatmaps, and behavioral data.
  
• Partner with Product to improve onboarding and transaction flows.
  
• Run CRO experiments (A/B testing) across landing pages, app screens, and onboarding journeys.
  
• Collaborate with Content/Digital for conversion-optimized creative.
  

D. Lifecycle Marketing & Retention

• Build automated lifecycle journeys across:
  • Email
    
  • Push notifications
    
  • SMS
    
  • In-app communication
    
• Develop segmentation strategies for new users, active users, dormant users, high-value users, and corridor-specific cohorts.
  
• Own retention and churn reduction strategies.
  
• Partner with Data to build cohort dashboards and trigger-based engagement flows.
  

E. Growth Experimentation Framework

• Establish an experimentation roadmap and process (test → measure → scale or kill).
  
• Run experiments across pricing, incentives, product nudges, messaging, channel mix, and funnel steps.
  
• Conduct incrementality testing, creative testing, and channel attribution tests.
  
• Maintain an experiment backlog and growth playbooks.
  

F. Data, Attribution & Insights

• Partner with Data/Engineering to ensure proper instrumentation and analytics setup.
  
• Own attribution modeling (MTA/MMM/incrementality).
  
• Build dashboards for daily, weekly, and monthly growth performance.
  
• Present insights to leadership and drive cross-functional decision-making.