Growth Manager-Nigeria

Digital Green is a global non-profit that has spent nearly two decades helping smallholder farmers build more prosperous, resilient livelihoods—reaching over 10 million farmers to date. Our flagship product, FarmerChat, is a multilingual AI-powered advisory platform that gives farmers timely, locally relevant guidance—from climate-resilient practices to pest management, input use, and market access—in the language and format that works for them. Today FarmerChat reaches farmers across India, Kenya, Ethiopia, Nigeria, and Brazil, with millions of questions asked and answered in over 15 local languages. We combine deep, on-the-ground agricultural extension experience with modern AI to meet farmers where they are, and help them make better decisions, faster.

FarmerChat is Digital Green’s AI-powered conversational platform that helps smallholder farmers access timely advice on crops, livestock, and livelihoods. Built for low-connectivity and low-literacy contexts, FarmerChat combines conversational AI, localized content, and partnerships to support better decision-making by farmers.

As FarmerChat expands across Africa, we are seeking a Growth Manager to lead digital acquisition, activation, and retention. This role will preferably be based in Kenya or Nigeria.

The Growth Manager will play a pivotal role in driving acquisition, engagement, and retention of farmers on FarmerChat. You’ll work closely with the Global Growth Lead and country teams to plan, execute, and optimize performance marketing campaigns across paid and owned channels to drive user acquisition, activation, repeat usage, and long-term retention, with a strong focus on ROI, conversion funnels, and growth efficiency.

This role is ideal for an early-career professional (4–5 years’ experience) who combines analytical thinking, creative problem-solving, and hands-on execution in digital growth.

1. Acquisition & Activation

• Lead and scale performance marketing across Google Ads, Meta Ads, and other channels, managing campaigns, targeting, budgets, and optimization to maximize ROAS and CAC.
• Drive funnel growth through data-driven paid campaigns, partnerships, and influencer activations, with clear attribution to installs and activations.
• Plan and execute seasonal and event-based acquisition campaigns aligned with crop cycles, festivals, and local trends, using A/B testing to improve conversions.
• Identify and manage regional influencers and creators with a performance-first approach, tracking CPI, engagement quality, and retention.

1. Growth Strategy & Coordination

• Work closely with the Global Growth Lead to adapt global growth playbooks for new and existing markets.
• Translate engagement insights into localized campaigns for Kenya, Ethiopia, Nigeria, and other focus regions.
• Share performance learnings and regional best practices with global and country teams.
• Create and optimize MoEngage Flows and campaigns to convert new app users into active farmers.

1. Engagement & Retention

• Build and manage engagement workflows using MoEngage (push notifications, WhatsApp/SMS campaigns, segmentation, A/B testing) and Plotline (in-app reels/stories, spotlight journeys, feature discovery nudges).
• Analyze campaign performance (CTR, engagement rate, session depth, conversions) and iterate on creatives, copy, and targeting.
• Optimize retention and re-engagement using insights from paid ads, influencer performance, and in-app behaviour.
• Develop targeted reactivation journeys to win back dormant users and reduce churn.
• Coordinate paid ads, social media, and influencer campaigns for consistent messaging and maximum impact.

1. Data Analytics & Insights

• Track growth metrics such as acquisition rate, activation %, retention (D7/D14/D30), churn, and CTR.
• Use MoEngage Analytics, dashboards, and other data tools (Google Analytics, Sheets, or BigQuery) to generate insights.
• Work with the Experiments Team to run A/B experiments to continuously improve notification timing, in-app experiences, and creative performance.

1. Content & Campaign Management

• Collaborate with content teams and local creators to design farmer-friendly notifications, short videos, and social posts that drive engagement.
• Adapt and translate campaigns into local languages (Swahili, Amharic, Oromo, etc.).
• Coordinate with design and performance marketing teams to align growth experiments with brand and regional campaigns.

• Bachelor’s degree in Marketing, Business, Data Analytics, or a related field.
• 4–5 years of experience in performance marketing, digital growth, engagement marketing, or lifecycle marketing.
• Hands-on experience with growth automation tools — especially MoEngage, Plotline, CleverTap, Braze, or similar.
• Strong analytical mindset: able to extract insights from campaign dashboards and propose data-driven actions.
• Familiarity with social media campaigns, in-app journeys, and CRM workflows.
• Proficiency with spreadsheets, basic dashboards, and analytics tools.
• Excellent written and verbal communication skills; ability to create concise, farmer-friendly messaging.

Nice to Have

• Experience in agtech, edtech, or other consumer-facing digital platforms in emerging markets.
• Familiarity with digital ecosystems and local farmer behaviour patterns.
• Basic SQL or data visualization tool experience (Looker, Tableau, Data Studio).
• Fluency in one or more of Hausa, Swahili, Amharic, or Oromo is a plus.

• A scalable performance marketing engine that drives farmer acquisition and activation across Kenya, Nigeria, Ethiopia, and other focus markets.
• Engagement and retention workflows in MoEngage and Plotline that convert new users into active farmers and win back dormant ones.
• A localized growth playbook — adapted from global best practices — for farmer behaviour, local languages, and regional context.

Digital Green is a great place to work and prides itself on a competitive and comprehensive compensation and benefits package. Digital Green Trust is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.

Interested candidates should submit an updated CV along with a cover letter explaining their suitability for the position through the official Digital Green careers portal.

Originally posted on Himalayas