Digital Consumer Experience Manager at Population Services International (PSI)

Purpose of the Role

• The Digital Consumer Engagement Manager will lead the successful execution of Viya Health’s digital business strategy across Nigeria, managing digital platforms, growing our online community, and driving product and service uptake. This role blends digital marketing, content strategy, community growth, and performance analytics to create seamless, impactful consumer experiences.
• We're looking for a hands-on executor who understands how to translate strategy into results, and who’s ready to grow into a broader regional leadership role as we expand.

Key Responsibilities:

Digital Marketing & Campaign Management

• Lead the planning and execution of digital marketing campaigns to increase awareness, demand, and conversion for Viya Health products and services.
• Leverage digital channels including social media, SEO, email marketing, paid media, and influencer partnerships to drive reach, relevance, and revenue.
• Manage Viya's digital platforms, including websites, WhatsApp, Facebook, Instagram, and e-commerce (WordPress + WooCommerce).
• Implement digital brand strategies that strengthen visibility, engagement, and market positioning, ensuring brand consistency across all platforms and touchpoints.

Consumer Experience & Growth

• Own and optimize the end-to-end digital consumer journey, ensuring seamless navigation, engagement, and satisfaction at every stage from awareness to maintenance and advocacy.
• Partner cross-functionally to identify and remove friction points, improve UX and usability, and enhance performance across all digital touchpoints.
• Use data and behavioral insights to drive community growth, increase user retention, and maximize customer lifetime value.
• Deliver results by increasing conversion rates, growing our user base, and driving product and service uptake.
• Execute performance-driven strategies to improve consumer experience, grow revenue and optimize RO, including cost per acquisition (CPA) and return on ad spend (ROAS) and NPS (Net Promoter Score) and CSAT (Customer Satisfaction Score)

Content Strategy & Management

• Oversee the creation of high-impact, relevant content for digital platforms, including social media, blogs, and websites.
• Collaborate with the content manager, creative teams, brand ambassadors, and partners to ensure content is effective and aligns with brand voice and strategic priorities.
• Lead effective content operations, including planning, production workflows, and publishing, using CMS tools and digital asset management systems.
• Ensure all content supports Viya's brand positioning, behavioral objectives, and consumer engagement goals.

Digital Ecosystem Implementation & Optimisation

• Lead the end-to-end implementation and day-to-day performance of Viya's omnichannel digital ecosystem in Nigeria markets, including app, e-commerce platform, CRM, and associated tools.
• Serve as the Nigeria markets’ primary interface with the Technology team: articulate market requirements, surface consumer and implementation insights to inform the product and tech roadmap, and coordinate delivery timelines, prioritisation, and localisation needs.
• Identify optimisation opportunities across the digital ecosystem in line with market needs.
• Ensure consistency and coherence across all digital touchpoints, maintaining a unified, on-brand consumer experience from discovery through purchase to ongoing engagement.
• Support the implementation of donor-funded digital health projects in market, ensuring alignment with Viya's broader consumer experience standards and ecosystem architecture.
• Manage vendor and agency relationships in market as required to support ecosystem delivery and performance.

Data & Performance Insights

• Leverage both native (e.g. Meta Business Suite, Google Analytics) and third-party tools (e.g. HubSpot, Hootsuite, Hotjar) to track, analyze, and optimize digital performance.
• Monitor key KPIs across platforms, reach, engagement, conversion, retention, and revenue, to evaluate and improve impact.
• Translate data into actionable insights that inform strategy, enhance targeting, and drive ROI.
• Maintain a data-driven, test-and-learn approach to continuously optimize campaigns and user journeys.
• Deliver clear, concise performance reports and strategic recommendations to leadership and cross-functional teams.

This is not an exhaustive list of all tasks that an incumbent is expected to perform but is instead a summary of the primary responsibilities and requirements of the job. The incumbent may be asked to perform duties not included above. Viya Health reserves the right to revise job profiles at any time based on changes to the required job responsibilities.

Requirements

Qualifications and Experience:

• Bachelor's degree in marketing, Communications, or related field.
• Minimum 5 years of experience in digital marketing, preferably in a consumer-facing or women's health environment.
• Strong technical proficiency with tools like Meta Business Suite, Google Analytics, Facebook Ads Manager, SEO platforms, WordPress, WooCommerce, and other CMS platforms.
• Hands-on experience with campaign execution, from audience segmentation to A/B testing and performance analysis.
• Proven track record in content strategy, message development, and digital storytelling.
• Experience in healthcare or digital health is a plus.

Key Personal Competencies:

• Entrepreneurial, execution‑driven self‑starter with a strong bias for action; thrives in fast‑paced, ambiguous environments and consistently translates strategy and ideas into measurable results.
• Data‑driven and commercially minded decision‑maker with strong analytical and reporting skills; continuously tests, learns, and optimizes campaigns to drive growth and return on investment.
• Creative, innovative, and strategic thinker with a strong growth mindset; comfortable challenging assumptions, experimenting with new approaches, and balancing attention to detail with big‑picture objectives.
• Highly organized and resourceful problem‑solver with strong project management skills; effectively prioritizes and manages multiple initiatives, often with limited resources, while meeting tight deadlines.
• Collaborative and influential communicator who works effectively within cross‑functional and multicultural teams; able to articulate ideas clearly, gain buy‑in, and adapt messaging for varied stakeholders.