Growth Lead (Digital Marketing, Branding, and Communications) at Welcome2Africa

Welcome2Africa International is a trade and investment facilitation company with a special focus on Nigeria’s Agricultural and Maritime Sector. We support investors, multinationals, and key stakeholders within and outside Africa to advance their trade and investment goals, by providing an array of services and programs.

Role Overview

• The Growth Lead is a commercially focused, senior individual contributor responsible for driving qualified lead generation, strategic partnership development, and revenue-contributing relationship management across all W2A entities. This role is accountable for building and converting the pipeline of foreign investors, buyers, sponsors, diaspora investors, and research clients that feeds W2A Capital, W2A Trade, W2A Connect, and the wider group.
• This is not a marketing coordination role. The Growth Lead is expected to own targets, generate measurable pipeline, and work with entity leads to convert leads into mandates, sponsorships, trade deals, and investment commitments. The postholder will be a key voice representing W2A in international business development conversations and will help shape how the group is positioned to institutional and commercial audiences globally.

Key Responsibilities

Lead Generation & Pipeline Development

• Generate qualified foreign investor, buyer, sponsor, and partner leads across all W2A business lines, including agriculture (cocoa, cashew, soya, sesame, feed and fodder), solid minerals, ports and trade infrastructure, and investment facilitation.
• Build and maintain a segmented, CRM-managed leads database covering institutional investors, DFIs, diaspora angel investors, foreign commodity buyers, event sponsors, and research clients.
• Produce monthly lead generation reports, segmented by entity, geography, and conversion stage.
• Own and deliver the group's quarterly lead-to-conversion targets, including a minimum 25% conversion rate across key lead categories.

Strategic Partnerships & Business Development

• Identify, approach, and secure institutional partnerships with embassies, trade promotion agencies, development finance institutions, and foreign government bodies to support W2A Connect's event and mandate pipeline.
• Lead outreach and relationship management for foreign-facing value propositions, including paid event participation, deal room access, investment mandates, and export facilitation services.
• Drive diaspora investor outreach — particularly targeting the US, UK, EU, and GCC markets — with the goal of building and activating a structured Diaspora Angel Investor Club.
• Identify and progress foreign research clients (DFIs, institutional funds, corporate entities, governments) toward paid advisory engagements.
• Collaborate with the W2A Connect team to convert foreign sponsors and paying partners for major W2A events, with a target of USD 500K+ in annual sponsorship revenue.

Revenue Attribution & Conversion

• Work with entity leads (W2A Capital, W2A Trade, W2A Connect) to ensure leads are actively progressed and conversion is tracked with clarity.
• Maintain full visibility of influenced revenue pipeline by entity, and deliver quarterly attribution reports demonstrating the Growth function's direct contribution to group revenue.
• Achieve quarterly influenced pipeline targets (USD 300K–400K per quarter in Q1 2026, scaling with the business).
• Support W2A Capital in converting foreign investor leads into active investment pipelines, including EOIs, LoIs, and structured follow-up processes.

Communications, Positioning & Marketing Toolkits

• Develop and maintain W2A's suite of lead-generation and business development materials — including investment promotion decks, sector briefs, delegate brochures, and digital campaign assets — tailored to specific foreign audiences.
• Lead or coordinate W2A's global media and communications campaigns, positioning the group as Africa's leading trade and investment facilitation platform.
• Manage W2A's digital presence (website, LinkedIn, email marketing) as a channel for demand generation and institutional positioning.
• Ensure all group communications materials are current, institutionally credible, and aligned with W2A's brand identity.
• Reporting & Group Integration
• Submit monthly and quarterly Growth Lead Reports, covering leads generated, qualified leads by segment, conversion rates, pipeline value by entity, and partnership status.
• Participate in weekly cross-entity execution check-ins, sharing business development intelligence and coordinating with operations, finance, and entity leads.
• Feed intelligence on foreign buyer, investor, and partner interests into W2A's broader strategy and event design process.

Qualifications & Experience

Essential

• Minimum 5 years of experience in business development, strategic partnerships, investment promotion, or growth roles within trade, investment, development finance, or related sectors.
• A demonstrated track record of generating qualified leads and converting them into paid relationships, mandates, or commercial agreements.
• Experience managing relationships with institutional partners — including DFIs, development agencies, embassies, or comparable entities.
• Strong commercial acumen and understanding of investment facilitation, commodity trade, or event-based revenue models.
• Excellent written and verbal communication skills, with the ability to produce compelling institutional materials independently.
• Experience with CRM tools and structured pipeline management.

Desirable

• Direct experience in African trade or investment promotion, either from the public or private sector.
• Existing relationships within diaspora investor networks, commodity trading houses, DFI communities, or foreign trade promotion agencies.
• Exposure to event sponsorship sales or delegate acquisition for investment summits or trade forums.
• Familiarity with digital lead-generation tools, LinkedIn Sales Navigator, or equivalent outreach platforms.
• Bachelor's or Master's degree in Business, Economics, International Development, or a related discipline.

Personal Attributes

• Entrepreneurial, proactive, and deeply comfortable taking ownership of revenue targets.
• Skilled relationship-builder who can engage credibly at C-suite and institutional level across diverse geographies.
• Highly organised, with the discipline to manage a large and diverse pipeline without losing momentum on individual leads.
• Resilient and persistent — this role requires sustained outreach in markets where deals take time to close.
• Clear communicator who can translate complex trade and investment propositions into compelling, accessible language for different audiences.

Method of Application