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  • Posted: Feb 21, 2020
    Deadline: Not specified
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    Everyone should have access to accurate family planning information and the ability to choose the method that is right for them. Nivi works towards this goal by providing a free mobile phone service that empowers people through better information, services customized to their needs, and gives them a voice in the health care system. Mission Our missio...
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    Digital Marketing Lead

    About the role

    Nivi is looking for a Digital Marketing Lead, Kenya to drive askNivi user engagement and improve conversions along the user journey in East Africa.

    The role will report to the Global VP of Growth and work closely with askNivi’s Kenya marketing team and global teams to identify and grow user acquisition through different digital marketing channels (paid and organic), as well as contribute towards re-engagement goals and improved understanding of audience segments and how they relate to user behaviours once in the askNivi experience.

    The metrics of success for this role will focus on:

    • User growth (# askNivi users engaging with content)
    • Cost reduction (tracking and reducing the cost of acquisition and cost per different actions within the askNivi experience)
    • Analysis, learning and iteration of marketing campaigns
    • Increased retention and engagement (using push notifications and messaging to re-engage existing users)

    Key Responsibilities

    User acquisition strategy (online & offline)

    • Development and execution of askNivi user acquisition/marketing strategy
    • Detailed plan and execution of digital campaigns to acquire users on Facebook, Instagram & WhatsApp
    • Analysis and insights development of all campaigns
    • Management of the Community Engagement Manager and Creative Designer
    • Development, management and tracking of marketing budgets
    • Setting and tracking cost per acquisition along the user journey
    • Working with the Partner Success Lead to craft content that appeals to askNivi users for partnerships
    • Develop and test messaging for re-engagement of existing users
    • Trend watching across different industries to improve askNivi user acquisition strategy
    • Ensures askNivi’s brand (language, look & feel) is consistent across content creation
    • Identify evergreen content and create and implement reusable content strategies
    • Ensures our key messaging effectively reach our users through research (desk, field, AB testing)
    • Identify, profile and execute online and offline marketing experiments to drive up user acquisition

    Data Journey

    • Identify the best TOFU user experiences i.e. roadmaps that engage new and repeat users, and re-engage non-users at least on a weekly, monthly and quarterly basis
    • Identify most effective key messages that lead to highest FP conversion, repeat user to FP conversion, re-engage non-users at least on a weekly, monthly and quarterly basis
    • Acquisition cost trends for each cohort on a monthly basis
    • Monitor user conversion moving to FP screening with product strategist in lead
    • Adjust campaigns and capture course corrections to achieve a quarterly target of FP screening

    Desired Candidate Profile

    Must-haves

    • 7 - 10 years of experience in marketing and specifically B2C digital campaigns in Kenya and/or East Africa
    • Experience managing and mentoring teams
    • Experience with analysing and reporting data and turning into applicable learnings
    • Willingness to travel regionally
    • Willingness to work non-traditional hours to ensure frequent communication with Nivi’s global team
    • Need to understand our analytics (Google Analytics, FB Insights, Chatbot insights, dashboards)
    • Fluency in English and Kiswahili
    • Team player, growth mindset, proactive

    Preferred

    • Passion for Nivi’s mission
    • Knowledge of mobile products, public health and health systems
    • Experience working in social enterprises or in the social impact space
    • Experience in working in a start-up environment

    Method of Application

    Interested and qualified? Go to Nivi on www.linkedin.com to apply

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