Digital Acquisitions Lead at NCBA Group

JOB PURPOSE STATEMENT

The role of the Digital Acquisition Lead is to drive customer acquisition through both existing and new digital channels present within the various markets and regions. The role holder will define and guide the execution of digital acquisition strategies to drive the acquisition and on boarding of customers onto the various services across the various market categories and regions. In addition, they will be responsible for overseeing digital media campaign setups and implementation across all digital channels while driving optimization and media efficiencies for all campaigns as well as coordinating all digital media efforts, including websites and social platforms such as Facebook, Instagram and Twitter. Other responsibilities include directing paid search

and social campaigns and analyzing the performance of those campaigns; maintaining brand consistency across platforms; assessing SEO configurations; monitoring analytics; managing the digital budget; and fostering vendor relationships.

Key performance indicators for the role include the total count of users who have successfully been on boarded and the count of customer opt ins based on specific service feature campaigns or promotions.

The role holder will also work closely with the larger business team to assist in the definition and execution of initiatives to assist in the growth of the count of active users and the growth of revenue over the customer lifecycle on the various product lines.

KEY ACCOUNTABILITIES (DUTIES AND RESPONSIBILITIES)

Financial (40%)

• Define and execute digital acquisition initiatives aimed at growing the customer base of the business.
• Define and execute clear optimizations of the average Cost Per Acquisition as guided by the business case.
• Define and execute initiatives to drive digital brand growth and engagement through online campaigns.
• Responsible for digital campaign budget management including raising PO’s, assistance in allocation of monthly budgets, issuance/revisions of monthly insertion orders and financial reconciliation on a monthly and quarterly basis.

Internal Business Processes (20%)

• Liaising with the internal business team and external agency teams towards creation and execution of digital campaigns aimed at driving acquisition of consumers across the various markets.
• Responsible for the creation of the overall digital media channel strategy/ plans and guide the external agency teams in the execution and optimization of campaign objectives to ensure a high return on investment for each campaign.
• Responsible for the monitoring and analyzing of the digital acquisition rate of business services using tools such as Firebase and Google Analytics to determine any required optimizations.

Customer (30%)

• Responsible for digital media vendor management on a day to day basis to ensure
• campaign alignment and negotiate added value for the media buys.
• Responsible for presenting and sharing media strategies and campaign proposals, including
• timings and cost breakdowns, helping the business to reach a final decision about future advertising strategy.
• Liaising with the Communication team and Business leads in defining and executing of online media campaigns for the various services.
• Liaising with outside partner agencies (creative and media) on campaign development and optimizations.

Learning and Development (10%)

• Responsible for keeping up with the dynamic trends and benchmarks in the digital industry
• through continuous research and training, both locally and internationally.
• Collection, analysis and packaging of data driven actionable insights from the digital platforms and feeding back into the business for decision making

JOB SPECIFICATIONS

Academic:

• A Bachelor’s Degree in Marketing, Information Technology or any other in any related field.

Professional training:

Digital certifications (at least 3) will be an added advantage. Digital platforms certifications include: –

• Google AdWords Certification
• AdWords Fundamentals Certification
• Search Advertising Certification
• Display Advertising Certification
• Video Advertising Certification
• Facebook Blueprint Certification
• Twitter certification

Desired work experience:

• Must have at least 5 years continuous experience in Digital Media Buying and Optimization
• Translating Digital activities to Business results (Integrated media buying skills – offline and online media, will be an added advantage.

JOB COMPETENCIES

Technical Competencies

• High level proficiency in setting up and launching online advertising campaigns on the various digital platforms (Google AdWords, DV360, Facebook Business Manager, Twitter, Programmatic Buying etc.) ensuring a high return on investment for each campaign.
• Proficiency in setting up app download and reengagement campaigns.
• Proven record of accomplishment in media buying & optimization for similar size business.
• Consistent performer who delivers to daily, weekly and monthly digital marketing KPI’s
• Quick and efficient decision maker. Should be able to work well under pressure and tight deadlines.
• Project Management and Time management skills and should be able to allocate daily tasks efficiently.
• Excellent communication skills.

Behavioural Competencies

• Excellent planning and organizational skills with ability to breakdown complex items to actionable elements.
• Decisive and solution focused. Possess strong analytical skills with the ability to collect, organize and analyze significant amount of information with attention to detail and accuracy.
• Relate easily and naturally with executives, business managers, technical teams and customers. Has excellent listening skills and understands the desires and challenges of all our leaders and customers.
• Able to change plans, methods, opinions or goals in light of new information, with the readiness to act on opportunities. Highly effective in adapting to differing environments.
• Capable of developing a sound understanding of the motives, needs and concerns of others and develop a deep understanding of their complex stakeholder network. Can anticipate the motives and expectations of others effectively.
• Self-motivated and self-managing.