Performance Marketing Specialist at ALX Africa

Role Summary

• The Performance Marketing Specialist is responsible for driving digital demand generation for ALX Nigeria through data-driven paid marketing campaigns. This role leads the planning, execution, and optimisation of paid acquisition campaigns across digital platforms to generate qualified leads and support learner enrolment targets. Working closely with the Growth Specialist, content team, and marketing operations, the Performance Marketing Specialist translates growth strategy into high-performing marketing campaigns that feed the learner acquisition funnel.
• The role requires a strong analytical mindset and the ability to continuously optimise campaigns based on performance data and learner acquisition outcomes. The ideal candidate is both a strategic thinker and a hands-on operator who understands how to scale demand through performance-driven marketing while maintaining strong alignment with overall growth and revenue goals.

Specific Responsibilities
Campaign Strategy and Execution

• Plan, launch, and manage paid marketing campaigns across digital platforms to drive learner acquisition.
• Translate growth objectives into targeted digital marketing strategies that generate qualified leads at scale.
• Manage and optimise campaign budgets across platforms while maintaining a strong return on investment.
• Continuously refine campaign structures, audiences, targeting, and messaging to maximise performance.

Performance Optimisation

• Monitor campaign performance across platforms and optimise campaigns based on key metrics such as: Cost per lead, Cost per qualified lead, Cost per application, Cost per paid learner, Lead quality
• Conduct structured A/B testing across creatives, audiences, landing pages, and campaign structures to identify the most effective acquisition strategies.
• Continuously optimise campaigns to improve lead quality and downstream conversion rates across the learner acquisition funnel.
• Work closely with the Growth Specialist to adjust marketing investments based on funnel performance insights.

Collaboration with Content and Creative

• Partner with the Content and Social Media Specialist and the creative team to develop high-performing marketing creatives.
• Provide data-driven feedback on messaging, formats, and creative performance to guide future campaign development.
• Ensure marketing assets align with campaign objectives and audience needs.
• Collaborate with the growth team to test new messaging, storytelling approaches, and creative formats.

Channel Expansion and Growth

• Identify new acquisition opportunities across emerging digital platforms and marketing channels.
• Test and validate new campaign strategies that expand reach while maintaining strong return on investment.
• Scale successful campaigns and continuously explore ways to improve marketing efficiency.

Data, Attribution and Reporting

• Work closely with the Marketing Operations Analyst to ensure accurate campaign tracking and attribution across the learner acquisition funnel.
• Maintain visibility into campaign performance through dashboards and reporting tools.
• Provide regular campaign insights and recommendations that inform broader growth strategy.
• Support experimentation by analysing campaign data and identifying opportunities for optimisation.

Skill Requirements - Essential

• 5–7 years of experience in performance marketing, digital marketing, or growth marketing
• Demonstrated experience managing paid advertising campaigns across platforms such as Meta, Google, TikTok, LinkedIn, or similar
• Strong understanding of digital marketing analytics and campaign optimisation techniques
• Ability to interpret marketing performance data and translate insights into actionable improvements
• Strong collaboration skills with the ability to work closely with content, analytics, and growth teams
• Comfortable operating in fast-paced environments with a strong bias toward experimentation and continuous improvement

Skill Requirements - Preferable

• Experience in EdTech, FinTech, consumer technology, marketplaces, or other high-growth digital sectors is an advantage.
• Experience managing and scaling significant marketing budgets
• Experience working in the Nigerian digital marketing landscape.

Person Specification/Attributes

• Courage: Willingness to speak up, challenge the status quo, and embrace new challenges.
• Humility: Openness to learning, seeking help when needed, and a focus on serving others.
• Adventure: A passion for setting ambitious goals, tackling difficult tasks, and finding joy in the journey.
• Initiative: Proactive problem-solving, a sense of ownership, and a willingness to go above and beyond.
• Resilience: The ability to bounce back from setbacks, persevere through challenges, and emerge stronger.
• Clarity of Thought: Ability to simplify complexity and communicate ideas in a structured and understandable way.
• Commercial Curiosity: A genuine interest in understanding how growth decisions connect to revenue outcomes. Not just executing tasks but wanting to know whether they worked, why they worked, and what to do differently next time.
• Adaptability: Comfort operating in an environment where priorities shift, products evolve, and the playbook is still being written. Someone who finds ambiguity energising rather than paralysing.
• Collaborative Instinct: A natural inclination to share context, loop in the right people, and build on others' work rather than operating in isolation. Especially important in a small team where information hoarding slows everything down.