• Acquisition & Activation
• Lead and scale performance marketing across Google Ads, Meta Ads, and other channels, managing campaigns, targeting, budgets, and optimization to maximize ROAS and CAC
• Drive funnel growth through data-driven paid campaigns, partnerships, and influencer activations, with clear attribution to installs and activations
• Plan and execute seasonal and event-based acquisition campaigns aligned with crop cycles, festivals, and local trends, using A/B testing to improve conversions
• Identify and manage regional influencers and creators with a performance-first approach, tracking CPI, engagement quality, and retention
• Growth Strategy & Coordination
• Work closely with the Global Growth Lead to adapt global growth playbooks for new and existing markets
• Translate engagement insights into localized campaigns for Kenya, Ethiopia, Nigeria, and other focus regions
• Share performance learnings and regional best practices with global and country teams
• Create and optimize MoEngage Flows and campaigns to convert new app users into active farmers
• Engagement & Retention

Build and manage engagement workflows using MoEngage, Plotline, and related tools:

• MoEngage: Push notifications, WhatsApp/SMS campaigns, segmentation, A/B testing
• Plotline: In-app reels/stories, spotlight journeys, feature discovery nudges.
• Analyze campaign performance (CTR, engagement rate, session depth, conversions) and iterate on creatives, copy, and targeting
• Optimize retention and re-engagement using insights from paid ads, influencer performance, and in-app behaviour
• Develop targeted reactivation journeys to win back dormant users and reduce churn
• Coordinate paid ads + social media + influencer campaigns for consistent messaging and maximum impact
• Data Analytics & Insights
• Track growth metrics such as acquisition rate, activation %, retention (D7/D14/D30), churn, and CTR
• Use MoEngage Analytics, dashboards, and other data tools (Google Analytics, Sheets, or BigQuery) to generate insights
• Work with the “Experiments Team” to run A/B experiments to continuously improve notification timing, in-app experiences, and creative performance
• Content & Campaign Management
• Collaborate with content teams and local creators to design farmer-friendly notifications, short videos, and social posts that drive engagement
• Adapt and translate campaigns into local languages (Swahili, Amharic, Oromo, etc.)
• Coordinate with design and performance marketing teams to align growth experiments with brand and regional campaigns

Required Skills & Qualifications

• Bachelor’s degree in Marketing, Business, Data Analytics, or related field
• 4 – 5 years of experience in performance marketing, digital growth, engagement marketing, or lifecycle marketing
• Hands-on experience with growth automation tools — especially MoEngage, Plotline, CleverTap, Braze, or similar
• Strong analytical mindset: able to extract insights from campaign dashboards and propose data-driven actions
• Familiarity with social media campaigns, in-app journeys, and CRM workflows
• Proficiency with spreadsheets, basic dashboards, and analytics tools
• Excellent written and verbal communication skills; ability to create concise, farmer-friendly messaging