Job Description

Senior Digital Advertising Specialist - Africa

Department: Marketing & Creative

Employment Type: Permanent - Full Time

Location: Africa

Job Location: Lagos/Nairobi
About the role: The Senior Digital Advertising Specialist will play a key role in supporting customer acquisition and lead generation for Sun King’s solar and power solutions across African markets. This position contributes to scaling mobile-first, performance-focused campaigns that effectively engage and convert diverse customer segments into paying customers.

In this role, you will work with data insights, structured testing approaches, and thoughtful campaign execution to enhance full-funnel performance—from awareness to lead capture and conversion—while adapting to varied market conditions, connectivity realities, and mobile usage patterns across Africa.

What you would be expected to do:

• Plan, build, and continuously improve campaigns across platforms such as Google, Meta, TikTok, local ad networks, and emerging channels.
• Design mobile-first campaigns that are accessible and effective in low-bandwidth environments, reflecting African user behaviors.
• Contribute to full-funnel strategies (awareness → consideration → lead → conversion → repayment engagement).
• Support the scaling of effective campaigns across markets, adapting thoughtfully to local languages, cultures, and pricing models.
• Explore and recommend new platforms and marketing opportunities to support digital sales growth.

• Review campaign performance across multiple countries to identify trends, insights, and opportunities for improvement.
• Prepare and share regular performance updates, highlighting key metrics, return on investment, and practical recommendations.
• Adjust campaigns based on data insights, seasonal patterns, and platform updates.
• Monitor core metrics such as CAC, CPA, ROAS, CTR, conversion rates, and cost per lead.
• Develop dashboards and reports that clearly communicate performance and recommended actions to stakeholders.
• Use data insights to guide budget allocation across markets, channels, and products.

• Contribute to a structured approach to experimentation, including hypothesis development, test design, and validation across markets.
• Plan and run A/B tests across:
  • Creative elements (visuals, messaging, formats)
  • Offers (pricing, financing options, deposit vs. installment messaging)
  • Landing pages and lead forms
  • Audience segments
• Continuously refine approaches to improve performance in diverse and price-sensitive environments.
• Promote a culture of learning and experimentation, with clear goals, measurable outcomes, and transparent reporting.

• Support conversion rate optimization (CRO) initiatives across key stages of the customer journey using data and user insights.
• Develop and improve lead capture journeys (forms, WhatsApp flows, call-back requests, and USSD where relevant).
• Collaborate with sales and call center teams to enhance lead quality and conversion outcomes.
• Improve landing pages for speed, clarity, and low data usage.
• Help maintain tracking from ad engagement through to sales and repayment behavior.

• Build and refine audience strategies using:
  • Demographic insights (e.g., income bands, rural and urban segments)
  • Behavioral signals (e.g., mobile usage, browsing patterns)
  • Intent signals (e.g., search activity and engagement with relevant content)
• Support the development of lookalike and retargeting strategies to improve acquisition efficiency.
• Use first-party data (e.g., CRM and repayment behavior) to strengthen targeting approaches.

• Partner with creative teams to develop content that is locally relevant and resonates with diverse audiences.
• Use AI-supported tools to enable faster testing and iteration of creative ideas.
• Provide data-informed input on:
  • Messaging (e.g., reliability, savings, ownership)
  • Visual storytelling (e.g., real customer experiences and aspirational use cases)
  • Language (English, Swahili, and local languages)
• Test a variety of formats, including short-form video, testimonials, and educational content.

• Ensure reliable tracking through tools such as pixels, conversion APIs, and offline conversion uploads.
• Contribute to solving attribution challenges in offline-supported and agent-assisted sales environments.
• Help integrate digital campaigns with CRM and sales systems for improved lead tracking.
• Improve understanding of the full customer journey, from ad engagement to lead, sale, and repayment.

You might be a strong candidate if you

• 7+ years of experience in digital advertising / performance marketing.
• A mininmum of Bachelors or Higher National Diploma in marketing or related field.
• Proven experience running campaigns in African or other emerging markets.
• Good understanding of mobile-first ecosystems and low-bandwidth environments.
• Experience in lead generation businesses (fintech, telco, energy, e-commerce, PAYGO models preferred).
• Proven ability to operate as a senior contributor, self-directing workstreams, setting experimentation roadmaps and driving outcomes without direct team management.
• Experience working cross-functionally with CRM, creative, and digital sales/contact centre teams.
• Apply data analysis skills to review multi-market performance, using tools such as Google Analytics, Ads Manager, Excel, and BI platforms to generate actionable insights.
• Use structured and thoughtful approaches to A/B testing and experimentation, supporting continuous learning and improvement across campaigns.
• Build and improve digital campaigns with an understanding of budgeting, bidding strategies, and platform dynamics, while collaborating effectively with cross-functional teams.
• Support the development and optimization of lead generation funnels across web, mobile, and messaging platforms, applying conversion rate optimization (CRO) principles.
• Develop audience targeting strategies using segmentation, retargeting, lookalike modeling, and first-party data to enhance acquisition efficiency.

What Sun King Offers

• Professional growth in a dynamic, rapidly expanding, high-social-impact industry
• An open-minded, collaborative culture made up of enthusiastic colleagues who are driven by the challenge of innovation towards profound impact on people and the planet.
• A truly multicultural experience: you will have the chance to work with and learn from people from different geographies, nationalities, and backgrounds.
• Structured, tailored learning and development programs that help you become a better leader, manager, and professional through the Sun King Center for Leadership.