Growth Manager (TOR)
Position: Growth Manager
Hiring Manager/ POC: John Collery, Priya Alagarraj,Vidya V
Email: john@digitalgreen.org, priya@digitalgreen.org, vidya@digitalgreen.org
Location: (Kenya or Nigeria preferred; hybrid/remote possible)
Contract: 6 months
About Digital Green
Digital Green is a pioneer global not-for-profit organization that uses digital platforms and community-driven approaches to improve the livelihoods of smallholder farmers. Our work focuses on enabling farmers to use technology and data to make better decisions, adopt sustainable agricultural practices, and strengthen local agricultural systems.
Backed by leading philanthropic partners including the Bill & Melinda Gates Foundation, Walmart Foundation and the UK Foreign, Commonwealth & Development Office (UKFCDO), Digital Green works with governments and partners to scale inclusive, data-driven agricultural extension and advisory services worldwide.
About FarmerChat
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 Senior Growth Manager to lead digital acquisition, activation, and retention. This role will be preferably based in Nigeria, with shared ownership and learning across Kenya and Ethiopia.
Role Overview
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.
Key Responsibilities
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.
2. 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.
3. Engagement & Retention
- Build and manage engagement workflows using MoEngage, Plotline, and related tools:
- MoEngage: Push notifications, WhatsApp/SMS campaigns, segmentation, A/B testing.
- 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 + influencer campaigns for consistent messaging and maximum impact.
4. 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.
5. 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.
Required Skills & Qualifications
- Bachelor’s degree in Marketing, Business, Data Analytics, or 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.
Preferred (Nice-to-Have)
- Experience in agtech, edtech, or other consumer-facing digital platforms in emerging markets.
- Familiarity with n 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 a plus
