Consultant - Growth Manager, Africa at Digital Green

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:


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