Specialist - Growth & Performance Marketing at MTN Nigeria

Reports To:               Head, Marketing

Company:                  MoMo Payment Service Bank

Job Summary

The Specialist, Growth & Performance Marketing is responsible for designing, owning, and scaling MoMo PSB’s growth strategy across paid media, acquisition, activation, retention, conversion optimization, and full-funnel performance.

This leader will build predictive models, architect multi-channel growth systems, run structured experimentation, and partner deeply with Product, Data, Digital, and Engineering to unlock sustainable customer and revenue growth.

Description:

Growth Strategy, Planning & Ownership

• Develop quarterly and annual growth strategies aligned with business revenue, MAU, corridor, and product goals.
• Build growth models, forecasts, and scenarios for acquisition, activation, and retention.
• Drive a KPI framework for CAC, LTV, ROAS, activation rate, retention, churn, and growth loops.
• Identify growth barriers, whitespace opportunities, and priority levers across segments.

Multi-Channel Acquisition (Paid + Organic)

Paid Acquisition

• Architect and optimize paid user acquisition across Meta, Google, TikTok, LinkedIn, OEM/App stores, and programmatic platforms.
• Own media mix planning, budget allocation, and daily optimization.
• Implement creative and audience testing frameworks to scale efficiently.
• Ensure optimal CAC and quality acquisition for multiple products and corridors.

Organic Growth Loops

• Build and optimize referral programs.
• Design merchant- and agent-led growth loops tied to incentives and behavioral insights.
• Leverage in-app engagement features to encourage organic sharing and return visits.
• Partner with Product to create habit-forming experiences.

Funnel Optimization & Conversion Rate Improvement

• Own the full funnel: Install → Registration → KYC → Activation → First Transaction → Repeat Usage → Retention
• Diagnose drop-offs using analytics, heatmaps, and behavioral data.
• Partner with Product to improve onboarding and transaction flows.
• Run CRO experiments (A/B testing) across landing pages, app screens, and onboarding journeys.
• Collaborate with Content/Digital for conversion-optimized creative.

Lifecycle Marketing & Retention

• Build automated lifecycle journeys across: 
  • Email
  • Push notifications
  • SMS
  • In-app communication
• Develop segmentation strategies for new users, active users, dormant users, high-value users, and corridor-specific cohorts.
• Own retention and churn reduction strategies.
• Partner with Data to build cohort dashboards and trigger-based engagement flows.

Growth Experimentation Framework

• Establish an experimentation roadmap and process (test → measure → scale or kill).
• Run experiments across pricing, incentives, product nudges, messaging, channel mix, and funnel steps.
• Conduct incrementality testing, creative testing, and channel attribution tests.
• Maintain an experiment backlog and growth playbooks.

Data, Attribution & Insights

• Partner with Data/Engineering to ensure proper instrumentation and analytics setup.
• Own attribution modeling (MTA/MMM/incrementality).
• Build dashboards for daily, weekly, and monthly growth performance.
• Present insights to leadership and drive cross-functional decision-making.

Cross-functional Leadership & Alignment

Work closely with:

• Product → to fix conversion barriers & launch growth levers
• Data → to build dashboards, cohorts, attribution
• Engineering → to launch growth features & instrumentation
• Digital/Comms → to align messaging and creative for growth
• Product Marketing → to ensure GTM handover and post-launch scaling

While the Growth Lead does not own messaging or GTM narrative, they ensure the GTM → growth scaling pipeline works efficiently.

Budget Ownership & ROI Management

• Own the growth and performance marketing budget end-to-end.
• Forecast and allocate spend based on expected CAC, ROAS, and contribution to MAU growth.
• Optimize spend across channels for maximum efficiency.
• Drive quarterly CAC and LTV improvements.

Qualifications

Education:

• Bachelor’s degree in marketing, or related field preferred
• Relevant postgraduate qualifications are an advantage.
• Strong analytical and modeling skills (cohort analysis, funnel analysis, forecasting).
• Strong proficiency in analytics tools (GA4, Firebase, Mixpanel, Appsflyer/Adjust, BI tools). 

Experience

• 3 -7 years of experience in growth, performance marketing, or data-driven demand generation. 
• Experience in fintech, payments, mobile money, banking, marketplace, or high-growth digital apps. 
• Deep expertise with Meta, Google Ads, TikTok Ads, programmatic, and app acquisition platforms. 
• Demonstrated success improving CAC, conversion rates, and retention. 
• Experience leading funnel optimization and lifecycle marketing workstreams. 
• Experience with conversion rate optimization and A/B testing
• Ability to translate business goals into executable marketing plans
• Excellent communication and presentation abilities
• Adaptable to a fast-paced startup environment