Performance Marketing Manager

Description

Who we are:

As Nigeria’s largest merchant acquirer, it powers most of the country’s Point of Sale (POS) transactions.

Curious about what makes the company an incredible place to work? Check out posts on how we cultivate a culture of innovation, teamwork, and growth.

About the role:

We are hiring for a dedicated Google Acquisition function to drive scalable customer growth across both our personal and business banking products. This Senior Manager will own the end-to-end Google performance channel — from campaign architecture and technical infrastructure to economic modelling and channel governance.

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 the company'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 the company'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 the company'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 managing budgets larger that 10 Million USD annually
• 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