Latest Vacancies at Baobab Microfinance Bank

Mission

• The Growth Manager is responsible for driving growth of new and existing digital products, to support the Company (Baobab Nigeria) ambition to rapidly grow its digital business, especially mobile services.
• To achieve growth, the Growth Manager drives digital marketing activities of the Company, in coordination with the company marketing department and Group central functions (Marketing and Communication).

Roles & Responsibilities
Strategy:

• Define and build the digital marketing strategy to achieve business goals and accordingly
• Build digital marketing budget
• Set digital marketing goals accordingly
• Define conversion rate optimization and personalization strategy, including ideation, planning, testing, optimization, and reporting.
• Define our bench of strategic KPIS to follow for each campaign

Execution:

• Drive execution to achieve goals by Leading paid campaign execution for key products and services solutions to drive adoption or new customer acquisition
• Manage paid lead gen campaigns encompassing programmatic banner ads, content syndication, and sponsored email
• Coordinate with creative and content teams to ensure campaigns are in alignment with brand positioning and long-term goals
• Creating and deploying paid tests and optimization plans
• Define KPIs and effectively optimize channel execution, while identifying tactics with high retention and viral follow-on
• Lead detailed analyses of campaign effectiveness, including segmentation, creative targeting, and cohort analysis
• Develop, deploy, analyze and disseminate comprehensive reporting across media
• Collaborating and managing internal external partner relationships (digital agency, internal creative team…) and monitor results
• Manage and monitor the digital marketing budget
• Constantly find creative, unconventional, and cost-efficient solutions to increase customer conversion. Test ideas and find ways to automate.

Best practices, research and continuous improvement:

• Stay current with social networks, display, mobile, content syndication, and overall digital best practices, and communicate them the team.
• Continuously improve standard operating procedures, and communicate best practices internal stakeholders across the organization
• Conduct research to understand customer nuances, engagement preferences, and the best way to reach them via paid media

Profile

• 3-6 years professional experience, 2-3 years Go-To-Market experience
• Proven performance marketing (SEM, Ad) experience required, experience of organic marketing (SEO) preferred
• History of running large scale A/B tests
• Strong command of at least Facebook Ads, Google Adswords and one emailing solution (Mailchimp, Campaign monitor…), Google analytics
• Deep understanding of acquisition KPIs and complex funnels
• Strong analytical skills
• Technically conversant and able to collaborate easily with engineers; Computing languages knowledge is a plus
• Self-starter with a can-do attitude
• Team player and ability to influence in a complex organizational structure.

go to method of application »

Reporting to: Country Chief Digital officer (Hierarchical)
Group Head of Innovation and Digital Products (Functional during implementation phase)
Functional links with: Country and Group Risk Department, Group Data Department, Country Growth, Country and Group Marketing / Communication Departments and Group Lending Product Managers.

Mission

• The Digital Lending Product Manager (PM) is responsible for the performance of digital lending products of the Company (Baobab Nigeria). In order to maximize value created, the Product Manager plays an active role in optimizing the product, developing new functionalities, entering new market segments and collaborating with marketing teams to drive growth.
• The Product Manager works closely with colleagues across the Company and the Group, especially Innovation, Operations, Marketing, Risk Management, Compliance, Finance and IT. From the early stages of developing new lending products concept to beyond product launch, the PM balances the needs and goals of the product, the business and the customer’s needs.

Roles & Responsibilities
Product Strategy:

• Define lending product vision; formulate and iterate the product strategy to drive the business’s product profitability and customer experience, including:
• Identify and recommend new products or partnerships to expand product capabilities
• Identifies target consumer segments and markets.
• Ensures a continuous improvement in the products
• Driving adoption of existing product capabilities and client acquisition
• Recommendations on product pricing and positioning
• Define and monitor closely and deeply product performance KPIs and A/B tests to generate insights and iterate
• Plays a leading role in evaluating market trends, product industry, and competition strategies
• Lead research to understand customer nuances, engagement preferences, and the best way to reach, acquire and retain customers
• Perform various product analyses such as gap analysis in an effort to establish product differentiation and execution strategies, along with decision making on issues such as cost, utility, and timelines for product implementations. Conduct regular engagements with stakeholders and customers to gauge satisfaction with application products, publish the results, and implement action plans to improve satisfaction, as necessary.

Project Management:

• Lead the Company Product Development projects, within the Group framework, with an active participation in ideation, opportunity study, acceptance tests, pilot and Go-To-Market phases. Ensure timely execution of the Company duties, such as supporting the project selection phases (incl. business case):
• Build the backlog of functionalities.
• Define and execute prioritization processes for the product.
• Build business cases when required.
• Define functional requirements and customers journeys, together with internal Designer(s).
• Define and execute test strategy.
• Define and execute pilot or A/B tests.
• Define, play and active role and follow deployment and GTM strategy, together with Marketing and Training teams.

Profile

• Candidates should possess a Bachelor's Degree qualification.
• 3 - 6 years professional experience, 2 - 3 years in product management of digital products (app-based preferred).
• A passion and track record of creativity and building great products.
• Some experience in financial services (especially lending) is preferred but not required.
• Data-driven and experiment-driven style to optimize for learning. Experience with data analysis tools preferred.
• Ability to adjust direction rapidly based on new learnings and insights.
• Technically conversant and able to collaborate easily with engineers.
• Highly collaborative cross-functionally and great communication skills.
• Strong attention to details and organizational skills.