Performance Marketing Specialist

This is not an execution role dressed up as a leadership role. We need someone who thinks in systems, works from first principles, and has the depth to make credible judgements on strategy, technology, and economics simultaneously.

Responsibilities

• Campaign Architecture & Execution

• Design and own the full Google channel strategy across UAC / App Campaigns, Performance Max, and Search for both personal and business banking acquisition
• Build and maintain campaign structures optimised for Moniepoint's dual-product funnel — separating signals, audiences, and bidding logic appropriately across segments
• Set bidding strategies, budget allocation frameworks, and creative testing cycles that reduce dependence on any single signal or format
• Own campaign performance end-to-end: from brief to launch to optimisation to reporting

• Tracking, Attribution & Technical Infrastructure

• Architect and own the full measurement stack: Firebase / GA4 event taxonomy, Google Tag Manager configuration, and server-side event pipelines
• Lead the implementation and ongoing integrity of Conversion APIs and enhanced conversions to maximise signal quality sent back to Google
• Define the attribution model — evaluate last-click, data-driven, and custom models against Moniepoint's funnel reality, and own the decision with clear reasoning
• Partner with engineering and data teams to ensure event data flowing to Google is accurate, complete, and timely — treating signal quality as a competitive asset
• Build audit protocols for tracking coverage and attribution consistency; surface gaps before they distort decisions

• LTV/CAC Economics

• Own the economic model for Google acquisition: define CAC targets by product, segment, and channel variant; set the inputs, assumptions, and review cadence
• Understand the LTV/CAC relationship at a structural level — not just as a ratio to optimise, but as a function of product retention, monetisation curves, and cohort behaviour
• Build and iterate on payback period models that account for Moniepoint's emerging market context: irregular income patterns, higher churn risk, and longer monetisation timelines
• Design bidding and budget logic that reflects true LTV signals rather than proxy metrics, working closely with data science to enrich Google's Smart Bidding with offline conversion data
• Proactively identify when CAC is drifting against LTV thresholds and lead the diagnosis — channel mix, audience quality, creative fatigue, product-market fit — before it becomes a financial problem

• Governance & Reporting

• Build a channel reporting system that surfaces reality clearly — not dashboards that flatter performance, but views that drive better decisions
• Establish review cadences with clear owners, metrics, and follow-through mechanisms
• Translate channel performance into business language for senior stakeholders: what is the cost of growth, is it sustainable, and what would change the trajectory

• Emerging Market & Fintech Context

• Adapt Google acquisition strategy for the realities of emerging market users: variable device penetration, low-bandwidth environments, trust barriers to financial services, and diverse
• language/literacy contexts
• Navigate platform constraints specific to fintech advertising on Google: financial services policies, verification requirements, and creative compliance
• Bring genuine insight into what acquisition patterns distinguish sustainable fintech growth from subsidised growth in markets like Nigeria

To succeed in this role, you should have:

• 6+ years of hands-on paid acquisition experience, with the majority of that time spent on Google UAC / App Campaigns at meaningful scale
• Deep, demonstrable technical knowledge of Google's campaign infrastructure: bidding algorithms, audience signals, creative specs, and the mechanics of Smart Bidding
• Proven ability to architect and own the full measurement stack — Firebase, GA4, GTM, Conversion APIs — not just configure it but understand why each component matters
• Fluency in LTV/CAC modelling: you have built the models, owned the assumptions, and used them to make real budgeting and bidding decisions
• Experience operating in a fintech or financial services context, with direct knowledge of the acquisition compliance and trust dynamics unique to financial products
• Strongly Preferred
• Experience running Google acquisition in Sub-Saharan Africa or comparable emerging markets — Nigeria specifically is a significant advantage
• Familiarity with server-side conversion APIs, offline conversion imports, and enhanced conversions as mechanisms for improving signal quality in cookieless or app-first environments
• Experience working with data science or analytics teams to build custom bidding signals and offline LTV imports into Google's systems
• Prior work on dual-product or dual-segment acquisition (e.g., consumer and SME / business) with separate funnel logic

What Success Looks Like

In the first 90 days

• Full audit of existing Google campaign structure, tracking integrity, and attribution model completed — with a written assessment and prioritised improvement plan
• Measurement stack gaps identified and remediation underway with engineering
• LTV/CAC baseline model built with documented assumptions, reviewed with Growth and Finance
• First governance cadence established — weekly performance review with clear owner, metrics, and follow-through log

In the first year

• Google channel operating as a reliable, scalable growth engine with predictable CAC across both personal and business banking segments
• Signal quality measurably improved — higher match rates, cleaner conversion data, reduced reliance on last-click proxies
• Attribution model validated against actual cohort data and actively used in budget allocation decisions
• Playbook documented: campaign architecture, bidding logic, audience strategy, and economic model all institutionalised — not living in one person's head
• A team (or foundations for one) built with clear ownership, development paths, and no single point of failure

What to expect in the hiring process

• A preliminary phone call with the recruiter
• A technical interview with the hiring manager
• A Case Study
• A behavioural and technical interview with a member of the Executive team
• All interview stages are virtual