Performance Marketing Lead – African Markets

About the role

As we scale our presence across African markets, we are looking for a Performance Marketing Lead to serve as the strategic architect of our regional growth engine.

This is a senior leadership role with full ownership of performance marketing strategy across the continent — responsible for setting the vision, establishing frameworks, and driving growth across media channels with a focus on performance.

You will operate as a key voice in shaping marketing direction, partnering closely with executive and cross-functional leadership to align media investment with business priorities in one of the world's most dynamic and high-potential growth regions.

What you’ll be doing

• Own the regional growth strategy — define the overarching marketing vision for African markets, including market prioritisation, channel philosophy, investment allocation, and long-term scaling roadmap

• Shape brand presence at scale — collaborate on the strategic brand-building initiatives — including above-the-line, OOH, and large-scale media partnerships — ensuring a coherent identity across both performance and brand channels that drives long-term recognition and trust in key markets

• Set strategic direction for paid acquisition — provide senior oversight across all performance and media channels (Google, Meta, TikTok, programmatic, affiliates, mobile DSPs), ensuring coherent strategy and optimal portfolio management rather than day-to-day execution

• Influence cross-departmental priorities — act as a senior strategic partner to brand, media, product, analytics, and creative leadership, ensuring marketing requirements shape broader business decisions

• Drive market intelligence and opportunity identification — lead the strategic assessment of market dynamics, competitive positioning, and user behaviour to identify and prioritise the highest-value growth levers

• Champion a data-driven culture — translate complex performance data and analytics into clear strategic narratives and investment plans

• Advise executive leadership — serve as the primary marketing voice at the leadership level, delivering clear reporting, forward-looking insights, and strategic recommendations that inform company-wide growth decisions

What you’ll bring

• 5+ years of experience in performance marketing or user acquisition

• Proven experience scaling digital campaigns in African market

• Fluency in English, French or Portuguese would be an advantage

• Strong expertise with major performance marketing platforms

• Advanced analytical mindset with the ability to turn data into decisions

• Solid understanding of digital marketing fundamentals (paid media, funnels, attribution)

• Excellent project management skills, with the ability to meet deadlines, and deliver results in a fast-paced, dynamic environment

Even better if

• Experience in finance, gaming, or highly regulated digital industries

• Experience working with both web and app acquisition at scale

• Prior exposure to fast-growing, performance-driven environments

Tech Stack / Role Specific Tools

• Knowledge of Media channels: Google Ads, Meta Ads Manager, TikTok Ads, Mobile DSPs, Display & Programmatic platforms

• Experience working with OOH, DOOH, PR, Brand initiatives

• Analytical Stack: Market Research tools, Competitors audits, Google Analytics, AppsFlyer/Adjust/ Singular/Kochava

• Product Analysis Stack: BI tools, Metabase/Tableau/Power BI