About the role
Nivi is looking for a Digital Marketing Lead, Kenya to drive askNivi user engagement and improve conversions along the user journey in East Africa.
The role will report to the Global VP of Growth and work closely with askNivi’s Kenya marketing team and global teams to identify and grow user acquisition through different digital marketing channels (paid and organic), as well as contribute towards re-engagement goals and improved understanding of audience segments and how they relate to user behaviours once in the askNivi experience.
The metrics of success for this role will focus on:
User growth (# askNivi users engaging with content)
Cost reduction (tracking and reducing the cost of acquisition and cost per different actions within the askNivi experience)
Analysis, learning and iteration of marketing campaigns
Increased retention and engagement (using push notifications and messaging to re-engage existing users)
Key Responsibilities
User acquisition strategy (online & offline)
Development and execution of askNivi user acquisition/marketing strategy
Detailed plan and execution of digital campaigns to acquire users on Facebook, Instagram & WhatsApp
Analysis and insights development of all campaigns
Management of the Community Engagement Manager and Creative Designer
Development, management and tracking of marketing budgets
Setting and tracking cost per acquisition along the user journey
Working with the Partner Success Lead to craft content that appeals to askNivi users for partnerships
Develop and test messaging for re-engagement of existing users
Trend watching across different industries to improve askNivi user acquisition strategy
Ensures askNivi’s brand (language, look & feel) is consistent across content creation
Identify evergreen content and create and implement reusable content strategies
Ensures our key messaging effectively reach our users through research (desk, field, AB testing)
Identify, profile and execute online and offline marketing experiments to drive up user acquisition
Data Journey
Identify the best TOFU user experiences i.e. roadmaps that engage new and repeat users, and re-engage non-users at least on a weekly, monthly and quarterly basis
Identify most effective key messages that lead to highest FP conversion, repeat user to FP conversion, re-engage non-users at least on a weekly, monthly and quarterly basis
Acquisition cost trends for each cohort on a monthly basis
Monitor user conversion moving to FP screening with product strategist in lead
Adjust campaigns and capture course corrections to achieve a quarterly target of FP screening
Desired Candidate Profile
Must-haves
7 – 10 years of experience in marketing and specifically B2C digital campaigns in Kenya and/or East Africa
Experience managing and mentoring teams
Experience with analysing and reporting data and turning into applicable learnings
Willingness to travel regionally
Willingness to work non-traditional hours to ensure frequent communication with Nivi’s global team
Need to understand our analytics (Google Analytics, FB Insights, Chatbot insights, dashboards)
Fluency in English and Kiswahili
Team player, growth mindset, proactive
Preferred
Passion for Nivi’s mission
Knowledge of mobile products, public health and health systems
Experience working in social enterprises or in the social impact space
Experience in working in a start-up environment
