Specialist - Growth & Performance Marketing at MTN Nigeria

MTN Nigeria is part of the MTN Group, Africa\'s leading cellular telecommunications company. On May 16, 2001, MTN became the first GSM network to make a call following the globally lauded Nigerian GSM auction conducted by the Nigerian Communications Commission earlier in the year. Thereafter the company launched full commercial operations beginning with Lagos, Abuja and Port Harcourt. MTN paid $285m for one of four GSM licenses in Nigeria in January 2001. To date, in excess of US$1.8 billion has been invested building mobile telecommunications infrastructure in Nigeria. Since launch in August 2001, MTN has steadily deployed its services across Nigeria. It now provides services in 223 cities and towns, more than 10,000 villages and communities and a growing number of highways across the country, spanning the 36 states of the Nigeria and the Federal Capital Territory, Abuja. Many of these villages and communities are being connected to the world of telecommunications for the first time ever. The company\'s digital microwave transmission backbone, the 3,400 Kilometre Y\'elloBahn was commissioned by President Olusegun Obasanjo in January 2003 and is reputed to be the most extensive digital microwave transmission infrastructure in all of Africa. The Y\'elloBahn has significantly helped to enhance call quality on MTN network.

Reports To:               Head, Marketing

Company:                  MoMo Payment Service Bank

Job Summary

The Specialist, Growth & Performance Marketing is responsible for designing, owning, and scaling MoMo PSB’s growth strategy across paid media, acquisition, activation, retention, conversion optimization, and full-funnel performance.

This leader will build predictive models, architect multi-channel growth systems, run structured experimentation, and partner deeply with Product, Data, Digital, and Engineering to unlock sustainable customer and revenue growth.

Description:

Growth Strategy, Planning & Ownership

• Develop quarterly and annual growth strategies aligned with business revenue, MAU, corridor, and product goals.
• Build growth models, forecasts, and scenarios for acquisition, activation, and retention.
• Drive a KPI framework for CAC, LTV, ROAS, activation rate, retention, churn, and growth loops.
• Identify growth barriers, whitespace opportunities, and priority levers across segments.

Multi-Channel Acquisition (Paid + Organic)

Paid Acquisition

• Architect and optimize paid user acquisition across Meta, Google, TikTok, LinkedIn, OEM/App stores, and programmatic platforms.
• Own media mix planning, budget allocation, and daily optimization.
• Implement creative and audience testing frameworks to scale efficiently.
• Ensure optimal CAC and quality acquisition for multiple products and corridors.

Organic Growth Loops

• Build and optimize referral programs.
• Design merchant- and agent-led growth loops tied to incentives and behavioral insights.
• Leverage in-app engagement features to encourage organic sharing and return visits.
• Partner with Product to create habit-forming experiences.

Funnel Optimization & Conversion Rate Improvement

• Own the full funnel: Install → Registration → KYC → Activation → First Transaction → Repeat Usage → Retention
• Diagnose drop-offs using analytics, heatmaps, and behavioral data.
• Partner with Product to improve onboarding and transaction flows.
• Run CRO experiments (A/B testing) across landing pages, app screens, and onboarding journeys.
• Collaborate with Content/Digital for conversion-optimized creative.

Lifecycle Marketing & Retention

• Build automated lifecycle journeys across: 
  • Email
  • Push notifications
  • SMS
  • In-app communication
• Develop segmentation strategies for new users, active users, dormant users, high-value users, and corridor-specific cohorts.
• Own retention and churn reduction strategies.
• Partner with Data to build cohort dashboards and trigger-based engagement flows.

Growth Experimentation Framework

• Establish an experimentation roadmap and process (test → measure → scale or kill).
• Run experiments across pricing, incentives, product nudges, messaging, channel mix, and funnel steps.
• Conduct incrementality testing, creative testing, and channel attribution tests.
• Maintain an experiment backlog and growth playbooks.

Data, Attribution & Insights

• Partner with Data/Engineering to ensure proper instrumentation and analytics setup.
• Own attribution modeling (MTA/MMM/incrementality).
• Build dashboards for daily, weekly, and monthly growth performance.
• Present insights to leadership and drive cross-functional decision-making.

Cross-functional Leadership & Alignment

Work closely with:

• Product → to fix conversion barriers & launch growth levers
• Data → to build dashboards, cohorts, attribution
• Engineering → to launch growth features & instrumentation
• Digital/Comms → to align messaging and creative for growth
• Product Marketing → to ensure GTM handover and post-launch scaling

While the Growth Lead does not own messaging or GTM narrative, they ensure the GTM → growth scaling pipeline works efficiently.

Budget Ownership & ROI Management

• Own the growth and performance marketing budget end-to-end.
• Forecast and allocate spend based on expected CAC, ROAS, and contribution to MAU growth.
• Optimize spend across channels for maximum efficiency.
• Drive quarterly CAC and LTV improvements.

Qualifications

Education:

• Bachelor’s degree in marketing, or related field preferred
• Relevant postgraduate qualifications are an advantage.
• Strong analytical and modeling skills (cohort analysis, funnel analysis, forecasting).
• Strong proficiency in analytics tools (GA4, Firebase, Mixpanel, Appsflyer/Adjust, BI tools). 

Experience

• 3 -7 years of experience in growth, performance marketing, or data-driven demand generation. 
• Experience in fintech, payments, mobile money, banking, marketplace, or high-growth digital apps. 
• Deep expertise with Meta, Google Ads, TikTok Ads, programmatic, and app acquisition platforms. 
• Demonstrated success improving CAC, conversion rates, and retention. 
• Experience leading funnel optimization and lifecycle marketing workstreams. 
• Experience with conversion rate optimization and A/B testing
• Ability to translate business goals into executable marketing plans
• Excellent communication and presentation abilities
• Adaptable to a fast-paced startup environment

Method of Application