Senior Digital Advertising Specialist - Africa

What you would be expected to do:

1. Performance Campaign Strategy & Execution (Mobile-First)

•  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. 

2. Data Analytics & Market Insights

•  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. 

3. A/B Testing & Experimentation at Scale

•  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. 

4. Lead Generation & Conversion Optimization

•  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. 

5. Customer Targeting & Segmentation

•  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. 

6. Creative Optimization for African Consumers

•  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. 

7. Tools, Tracking & Attribution

• 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.

You might be a strong candidate if you

• 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.
• Strong 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.