Performance Marketing

• Design and execute paid media campaigns tailored to B2B audiences, targeting decision-makers such as CFOs, finance teams, treasury managers, and business owners across African, global, and emerging markets
• Develop and manage account-based marketing (ABM) campaigns to engage high-value enterprise prospects and institutional clients
• Implement and manage paid media campaigns from conception to execution, ensuring alignment with B2B sales objectives, pipeline generation, and revenue goals
• Develop compelling ad creatives with the Creative Team that speak to business pain points, ROI, and enterprise value propositions, continuously optimizing based on performance data, A/B testing, and B2B best practices
• Utilize advanced targeting techniques, including job titles, company size, industry verticals, and firmographic data, to reach specific business segments and decision-makers
• Manage advertising budgets effectively across longer sales cycles, making data-driven decisions to optimize cost-per-lead (CPL), cost-per-qualified-lead, and customer acquisition cost (CAC)
• Expertly navigate B2B-focused paid media platforms such as LinkedIn Ads, Google Ads, programmatic display, and retargeting platforms, staying updated on new features and B2B best practices
• Utilize analytics tools to monitor and analyze campaign performance with a focus on lead quality, pipeline contribution, and revenue attribution, providing regular reports with actionable insights
• Conduct A/B testing and experimentation on ad creatives, copy, landing pages, and targeting parameters to optimize campaign performance and lead quality
• Collaborate with Sales and Revenue teams to ensure marketing-qualified leads (MQLs) meet criteria and contribute to the sales pipeline, implementing feedback loops for continuous improvement
• Collaborate with the creative team to ensure ad creatives communicate enterprise value, trust, security, and compliance (key considerations for B2B buyers)
• Collaborate with the UX/UI and product teams to implement conversion rate optimization (CRO) strategies for B2B landing pages, demo request forms, and lead capture mechanisms
• Experience with setting up and managing outbound emails/marketing campaigns, and LinkedIn outreach automation platforms
• Assist in setting up and optimizing landing pages for specific B2B campaigns, webinars, Impact Reports, events, and demo requests
• Stay informed about B2B marketing trends, enterprise buyer behavior, industry developments in African fintech, and emerging technologies in the paid media landscape

Head of Paid Media – B2B

• Provide SEO Support through on-page and off-page optimization, keyword research, and competitor analysis.
• Manage Google Ads campaigns, monitor performance, and optimize results.
• Assist with additional digital marketing support tasks as needed.
• Report and optimize marketing performance data and client-facing reports.

Part-Time SEO, Google Ads Virtual Assistant

• Responsible for planning, executing and maintaining performance marketing campaigns across channels.
• Responsible for end to end Creative strategy to scale and optimize performance marketing.
• Identify trends and insights, and optimize spend and performance based on the insights.
• Run and analyze continuous multiple experiments to find new opportunities for growth and efficiency.
• Demonstrate ability to work at both the planning level (generating ideas for growth) and at the tactical level (managing campaign execution, creating and optimizing campaigns, analyzing traffic data).
• Drive and track KPIs like revenue, conversions, CPA, CPI, etc. on daily basis and create performance reports.

Senior Manager – Performance Marketing

• Take the lead on one or two paid acquisition channels (e.g., Meta, TikTok, Google, etc.), with potential to expand scope based on performance
• Contribute to building scalable acquisition funnels, from execution to iteration, with aggressive growth targets in mind
• Run high-velocity testing loops (creatives, audiences, placements) to improve CAC and LTV
• Monitor performance daily using tools like Voluum, GA4, and internal dashboards
• Drive decision-making through deep analysis of CPA, ROAS, retention, and cohort behavior
• Build and maintain internal reporting frameworks that guide strategic shifts and tactical moves
• Own the creative briefing process: define hooks, formats, and angles based on performance patterns
• Collaborate closely with the content and product teams to launch and iterate on high-converting landing pages
• Implement systems to reduce creative fatigue and increase speed of testing
• Build strong relationships with traffic sources and negotiate premium placements and custom deals
• Explore new acquisition opportunities (networks, formats, tools) and build internal evaluation criteria
• Identify opportunities to streamline acquisition processes through automation and internal tools
• Create SOPs, playbooks, and experiment pipelines for scaling campaigns efficiently

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Head of Paid Media – B2B

Part-Time SEO, Google Ads Virtual Assistant

Senior Manager – Performance Marketing

Senior Performance Marketer