Performance Marketing Lead

Job Summary

The Performance Marketing Lead defines, structures, and guides the overarching growth strategy and media spend for African markets. Core daily duties include prioritizing high-value regional marketing channels, providing senior oversight across Google, Meta, TikTok, and programmatic networks, collaborating on high-volume Out-of-Home (OOH) media partnerships, translating complex attribution and Business Intelligence (BI) data into clear investment plans, and delivering forward-looking growth roadmaps directly to executive board members.

Foundational Growth Leadership Prerequisites

• Specialized User Acquisition Tenure: Minimum of 5+ years of hands-on professional experience operating directly within performance marketing, growth architecture, or digital user acquisition roles.
• Digital Marketing Blueprint Mastery: Deep, comprehensive understanding of digital marketing fundamentals, highlighting multi-channel paid media distribution, intricate conversion funnels, and complex multi-touch attribution modeling.
• Paid Platform Expertise: Proven expertise navigating, auditing, and maximizing major performance marketing platforms (including Google Ads, Meta Ads Manager, and TikTok Ads ecosystems).
• Advanced Analytical Mindset: An exceptional analytical framework with a proven ability to turn complex, disparate datasets into clear, actionable commercial decisions.
• Linguistic Articulation: Complete fluency in written and spoken English.
• Elite Project Governance: Excellent project management skills, with a demonstrated ability to meet tight deadlines, orchestrate cross-functional teams, and deliver measurable results in a fast-paced environment.

Preferred Technical Multipliers

• Regulated Sector Exposure: Direct growth experience navigating Finance (FinTech), Gaming, Mobile Betting, or highly regulated digital industries across emerging markets.
• Dual System Scaling: Extensive experience scaling both web-based and app-based acquisition frameworks at a massive scale, including deep familiarity with Mobile Measurement Platforms (MMPs).
• Linguistic Versatility: Professional working proficiency or fluency in French or Portuguese is a highly valued asset to support expansion across Francophone and Lusophone African markets.
• High-Growth Agility: Prior exposure to fast-growing, hyper-performance-driven, or VC-backed corporate environments.

Key Responsibilities

1. Regional Growth Architecture & Investment Allocation

• Define and own the overarching growth marketing vision, commercial scaling roadmap, and market prioritization matrices across the African continent.
• Establish advanced channel philosophies and manage total portfolio investments, ensuring optimal allocation across diverse digital networks.
• Lead the strategic evaluation of shifting market dynamics, competitive positioning, and regional user behaviors to discover and prioritize high-value growth opportunities.

2. Multi-Channel Media & Portfolio Oversight

• Provide high-level strategic direction and portfolio oversight across all performance channels, including Google, Meta, TikTok, programmatic platforms, affiliate systems, and specialized mobile DSPs.
• Direct the structural balance of the paid media mix, focusing on high-level portfolio optimization rather than day-to-day tactical execution.
• Collaborate closely on strategic, large-scale brand-building initiatives—including Above-The-Line (ATL) media, Out-of-Home (OOH), Digital Out-of-Home (DOOH), and major PR partnerships—to ensure a coherent brand identity that drives trust.

3. Cross-Departmental Influence & Analytics Integration

• Act as a vital, senior strategic partner to brand, media, product, data analytics, and creative leadership teams to ensure marketing requirements shape broader business engineering tracks.
• Champion a data-driven testing culture across the organization, using Business Intelligence (BI) tools and attribution data to continuously improve overall campaign efficiency.
• Translate complex performance metrics, conversion signals, and cohort trends into clear strategic narratives and localized investment plans.

4. Executive Advisory & Leadership Reporting

• Serve as the primary, authoritative marketing voice at the executive leadership level, delivering transparent data updates and forward-looking growth forecasts.
• Deliver clear reporting data and strategic insights that directly inform company-wide expansion plans and capital allocations.
• Define and track high-level regional growth targets to insulate the portfolio against changing macroeconomic trends.

Skills Required:

• Sales / Marketing / Business / Management