Head Of Growth Marketing

Responsibilities:

Marketing Strategy & Commercial Growth:

• Develop and own the marketing strategy, priorities, plans and budget in alignment with the Group's commercial objectives.
• Translate revenue, gross profit and transaction-growth objectives into prioritised marketing programmes with defined audiences, offers, budgets, owners, timelines and measurable outcomes.
• Identify priority markets, customer segments, products and accounts where marketing can create the greatest commercial impact.
• Establish a strong operating rhythm between Marketing, Commercial, Product and Enterprise teams around shared growth objectives.
• Continuously assess marketing investment and prioritise activities delivering the strongest commercial return.

B2B Growth and Demand Generation:

• Develop and personally execute targeted demand-generation campaigns that build awareness and qualified commercial opportunities for Sochitel’s API, extensive digital-product catalogue and enterprise platforms.
• Develop account-based and segmented marketing programmes for banks, fintechs, corporates, and public-sector institutions, focused on priority accounts and customer needs.
• Drive B2B customer acquisition and adoption of additional products through targeted marketing initiatives, converting interest into qualified opportunities and activated, transacting clients with Commercial teams.
• Agree lead-qualification criteria, handover responsibilities, and follow-up timelines with Commercial teams; monitor conversion through to client activation and first transactions.
• Monitor and optimise campaigns, channels, audiences and propositions based on performance data.

Client Growth and Joint Marketing:

• Proactively meet priority B2B clients with Commercial account owners to understand their customers, channel performance, and barriers to selling more Sochitel products.
• Develop and present insight-based joint campaigns covering customer acquisition, activation, usage stimulation, reactivation, seasonal promotions, cross-sell, and loyalty; agree responsibilities, funding, launch dates and targets with each participating client.
• Maintain a prioritised client growth plan and review campaign results with clients, measuring incremental Sochitel transactions, product penetration, and wallet share where client data is available.

Product Marketing & Go-to-Market:

• Own product marketing and go-to-market execution for Sochitel’s airtime and data, eSIMs, digital vouchers, API distribution and new enterprise solutions, including Incentiviz, white-label widgets and the DVS voucher management platform.
• Translate technical capabilities into clear customer segmentation, differentiated value propositions, sector-specific use cases and commercial messaging that explain why customers should choose Sochitel.
• Develop and execute go-to-market plans with target audiences, market-specific channels, launch milestones, budgets and measurable adoption, transaction, and revenue targets.
• Work with Product, Enterprise and Commercial teams to ensure products are market-ready and aligned with customer needs.
• Equip Commercial teams with product messaging, knowledge, presentations, case studies, campaign assets, and sales enablement materials required to sell effectively.

Transaction Data Customer Insights and Growth Analytics:

• Proactively mine available transaction data by client, product, country, channel, and period to identify purchasing patterns, changes in frequency and value, seasonality, dormant accounts, underperforming products and cross-sell opportunities.
• Support the utilisation of experimentation frameworks (A/B Testing, Recommender Systems etc).
• Define and monitor the marketing funnel from initial engagement through qualified opportunity, pipeline and commercial outcome.
• Turn transaction insights into specific promotional concepts, client growth proposals, and experiments; work with Technology, BI, Finance and Commercial teams to obtain and validate the data required.
• Measure incremental campaign impact against agreed baselines and, where feasible, comparison groups; distinguish marketing-sourced results from influenced results.
• Provide Management with monthly dashboards covering identified opportunities, campaigns launched, spend, conversion, transaction uplift, revenue, gross profit, and recommendations for the next actions.

B2C Channel Growth and Consumer Adoption

• Own growth marketing for Sochitel’s consumer-facing channels, working with channel partners and local teams to secure campaign access and execution.
• Diagnose the consumer journey from discovery to first and repeat transactions; develop acquisition, activation, merchandising, promotional and retention programmes addressing the main adoption barriers.
• Agree and track channel-specific targets for first-time buyers, active transacting users, conversion, transaction frequency, repeat purchase, revenue, and acquisition cost; test offers and optimise campaigns against commercial return.

African Market Intelligence and Market Development:

• Build practical intelligence for priority African markets covering payment and mobile-money behaviour, local product preferences, competitive pricing, distribution, telco dynamics, cultural and seasonal demand, and relevant partners.
• Validate assumptions through local commercial teams, clients, partners, and customer research; translate findings into country-specific propositions, pricing recommendations, channels, and campaign plans.
• Prioritise markets and products by commercial potential and execution readiness; test locally relevant campaigns and recommend where to scale, revise, or stop investment.

Brand Content and Strategic Partnerships:

• Define and sharpen Sochitel’s brand identity: who it serves, the problems it solves, why customers should choose it, and how its African footprint, technology and extensive catalogue create differentiated value.
• Develop clear content and thought-leadership priorities for target B2B audiences.
• Develop practical brand and messaging guidelines and apply them consistently across websites, presentations, proposals, campaigns, events and customer communications, positioning Sochitel as a digital commerce and value-added-services partner.
• Develop partnerships with suppliers and ecosystem participants that provide relevant audience access, joint promotions and product adoption, coordinate customer co-marketing through the client growth programme.
• Personally drive campaign delivery and coordinate approved designers, content creators, and specialist providers within agreed budgets; remain accountable for delivery and commercial results.

Performance Management and Marketing Return:

• Own a monthly growth scorecard with agreed baselines, targets and results for qualified B2B opportunities, activated clients, existing-client transaction growth, new-product adoption and B2C repeat usage.
• Assess revenue and gross profit uplift after campaign costs and promotional subsidies; prioritise profitable growth and identify the contribution of pricing, product availability, and other non-marketing factors.
• Review results with the MD and Commercial, Product and Enterprise teams; adjust priorities and investment based on measured outcomes. Reach, engagement and activity counts are supporting measures, not substitutes for commercial growth.

What Success Looks Like

Within the first 30 days, agree baseline measures and quantified quarterly and annual targets with the MD, based on available data, approved budgets, and channel access. Within your first 6 months, you will have:

• Delivered a prioritised marketing strategy and demonstrable progress against agreed transaction, revenue, and gross profit targets, supported by campaign-level evidence.
• Generated qualified B2B opportunities and measurable marketing-sourced or influenced pipeline, with visibility of conversion into activated, transacting clients.
• Increased transaction frequency, product penetration, and attributable sales through priority existing clients, supported by joint campaigns and reactivation initiatives.
• Delivered measurable adoption and transactions for priority new enterprise products, supported by effective positioning, go-to-market execution, and sales enablement.
• Improved consumer acquisition, first-transaction conversion, monthly active transacting users and repeat transaction rates on priority B2C channels, within agreed acquisition-cost and return targets.
• Converted transaction insights and country-specific market intelligence into campaigns with measured incremental outcomes; strengthened brand positioning and visibility among priority buyer audiences.

First 90 Day Deliverables:

• By day 30: complete a focused audit of priority clients, transaction data, products, markets, brand assets and B2C journeys; agree the growth baseline, scorecard, budget and first campaign priorities with the MD.
• By day 60: deliver a prioritised 12-month plan, client growth proposals, country-specific B2B and B2C campaign plans, and brand-positioning recommendations; launch initial growth tests where approvals and access permit.
  
• By day 90: launch and report initial results from at least one priority B2B demand campaign, one joint existing-client growth campaign and one B2C adoption campaign; document lessons and the next scale-up decisions.

Requirements:

• Bachelor's degree in Marketing, Business or a related discipline.
• Typically, 7–10 years of relevant marketing experience, including ownership of B2B demand generation and hands-on digital growth programmes. Demonstrated execution and commercial results matter more than tenure alone.
• Proven evidence of personally delivering campaigns that increased transactions, customer activation, retention, revenue or gross profit, alongside qualified pipeline, and successful product launches.
• Strong experience in product positioning, customer segmentation, sales enablement and campaign strategy.
• Strong analytical and commercial capability, including hands-on use of transaction datasets, spreadsheets, and BI dashboards to identify opportunities and assess incremental growth, working knowledge of CRM, marketing automation, and analytics tools.
• Experience working closely with Sales/Commercial, Product and other cross-functional teams.
• Strong communication, stakeholder management and execution skills.
• Significant experience within fintech, payments, telecommunications, mobile money, digital commerce, banking technology, or enterprise technology is strongly preferred. Experience marketing APIs, digital products, or platforms in African markets will be a significant advantage.
• Demonstrated experience growing consumer adoption and repeat usage through mobile-money, partner-distributed or other digital channels; ability to engage senior B2B clients directly with actionable growth proposals.

Key Competencies:

• Commercial & Strategic Thinking
• Growth & Demand Generation
• Product & Go-to-Market Marketing
• Data & Analytical Fluency
• Positioning & Storytelling
• Cross-Functional Leadership
• Execution & Accountability
• Client Growth and Joint Marketing
• Consumer Lifecycle and Channel Growth
• African Market Intelligence