Performance Marketing Specialist

• 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 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

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.

• 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 Moniepoint'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 Moniepoint'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 Moniepoint'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

• 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
• 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