Consultant - Growth Manager, Africa

Role Overview

The Growth Manager for Africa will lead and scale performance marketing across various channels and focus on acquisition, activation, and retention of users. This role involves managing automated engagement workflows, analyzing growth metrics, and collaborating with global and regional teams to adapt growth playbooks for markets including Kenya, Ethiopia, and Nigeria.

Key Responsibilities

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 (Push notifications, WhatsApp/SMS campaigns, segmentation, A/B testing).
• Use Plotline for in-app reels/stories, spotlight journeys, and 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, and 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 such as 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.

How to Apply

Interested and qualified candidates should apply online via the LinkedIn application portal. Visit the application page here: Digital Green on LinkedIn