Senior Digital Advertising Specialist - Africa

• Plan, build, and continuously improve campaigns across platforms such as Google, Meta, TikTok, local ad networks, and emerging channels.
• Design mobile-first campaigns that are accessible and effective in low-bandwidth environments, reflecting African user behaviors.
• Contribute to full-funnel strategies (awareness → consideration → lead → conversion → repayment engagement).
• Support the scaling of effective campaigns across markets, adapting thoughtfully to local languages, cultures, and pricing models.
• Explore and recommend new platforms and marketing opportunities to support digital sales growth.

• Review campaign performance across multiple countries to identify trends, insights, and opportunities for improvement.
• Prepare and share regular performance updates, highlighting key metrics, return on investment, and practical recommendations.
• Adjust campaigns based on data insights, seasonal patterns, and platform updates.
• Monitor core metrics such as CAC, CPA, ROAS, CTR, conversion rates, and cost per lead.
• Develop dashboards and reports that clearly communicate performance and recommended actions to stakeholders.
• Use data insights to guide budget allocation across markets, channels, and products.

• Contribute to a structured approach to experimentation, including hypothesis development, test design, and validation across markets.
• Plan and run A/B tests across:

• Creative elements (visuals, messaging, formats)
• Offers (pricing, financing options, deposit vs. installment messaging)
• Landing pages and lead forms
• Audience segments
• Continuously refine approaches to improve performance in diverse and price-sensitive environments.
• Promote a culture of learning and experimentation, with clear goals, measurable outcomes, and transparent reporting.

• Support conversion rate optimization (CRO) initiatives across key stages of the customer journey using data and user insights.
• Develop and improve lead capture journeys (forms, WhatsApp flows, call-back requests, and USSD where relevant).
• Collaborate with sales and call center teams to enhance lead quality and conversion outcomes.
• Improve landing pages for speed, clarity, and low data usage.
• Help maintain tracking from ad engagement through to sales and repayment behavior.

• Build and refine audience strategies using:

• Demographic insights (e.g., income bands, rural and urban segments)
• Behavioral signals (e.g., mobile usage, browsing patterns)
• Intent signals (e.g., search activity and engagement with relevant content)
• Support the development of lookalike and retargeting strategies to improve acquisition efficiency.
• Use first-party data (e.g., CRM and repayment behavior) to strengthen targeting approaches.

• Partner with creative teams to develop content that is locally relevant and resonates with diverse audiences.
• Use AI-supported tools to enable faster testing and iteration of creative ideas.
• Provide data-informed input on:

• Messaging (e.g., reliability, savings, ownership)
• Visual storytelling (e.g., real customer experiences and aspirational use cases)
• Language (English, Swahili, and local languages)
• Test a variety of formats, including short-form video, testimonials, and educational content.

• Ensure reliable tracking through tools such as pixels, conversion APIs, and offline conversion uploads.
• Contribute to solving attribution challenges in offline-supported and agent-assisted sales environments.
• Help integrate digital campaigns with CRM and sales systems for improved lead tracking.
• Improve understanding of the full customer journey, from ad engagement to lead, sale, and repayment.

• 7+ years of experience in digital advertising / performance marketing.
• A mininmum of Bachelors or Higher National Diploma in marketing or related field.
• Proven experience running campaigns in African or other emerging markets.
• Good understanding of mobile-first ecosystems and low-bandwidth environments.
• Experience in lead generation businesses (fintech, telco, energy, e-commerce, PAYGO models preferred).
• Proven ability to operate as a senior contributor, self-directing workstreams, setting experimentation roadmaps and driving outcomes without direct team management.
• Experience working cross-functionally with CRM, creative, and digital sales/contact centre teams.
• Apply data analysis skills to review multi-market performance, using tools such as Google Analytics, Ads Manager, Excel, and BI platforms to generate actionable insights.
• Use structured and thoughtful approaches to A/B testing and experimentation, supporting continuous learning and improvement across campaigns.
• Build and improve digital campaigns with an understanding of budgeting, bidding strategies, and platform dynamics, while collaborating effectively with cross-functional teams.
• Support the development and optimization of lead generation funnels across web, mobile, and messaging platforms, applying conversion rate optimization (CRO) principles.
• Develop audience targeting strategies using segmentation, retargeting, lookalike modeling, and first-party data to enhance acquisition efficiency.

• Professional growth in a dynamic, rapidly expanding, high-social-impact industry
• An open-minded, collaborative culture made up of enthusiastic colleagues who are driven by the challenge of innovation towards profound impact on people and the planet.
• A truly multicultural experience: you will have the chance to work with and learn from people from different geographies, nationalities, and backgrounds.
• Structured, tailored learning and development programs that help you become a better leader, manager, and professional through the Sun King Center for Leadership.

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