Position: Content Specialist, Africa
Hiring Manager/ POC: Priya Alagarraj, Vidya V
Email: priya@digitalgreen.org, vidya@digitalgreen.org
Location: (India or Kenya)
Type: Short-term consultancy
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.
Overview
The Content Specialist will be responsible for creating and managing high-impact content that drives user acquisition, activation, engagement, and retention across digital channels. This role will work closely with performance marketing, product, and regional (Kenya, Ethiopia, and Nigeria) teams to design content-led campaigns that support business growth objectives. The role will also partner with local teams to incorporate on-ground insights, cultural context, and farmer feedback into campaign planning and execution, and will regularly collaborate with country teams on campaign calendars, localization priorities, and performance reviews to ensure relevance and impact across markets.
Key Objectives
- Own FarmerChat’s content, marketing and lifecycle engagement strategy
- Drive improvements in activation, retention, and repeat usage through data-backed experimentation
- Build and scale content-led growth loops across app and social platforms
- Establish strong measurement, reporting, and learning systems for growth in India
Key Responsibilities
1. Content Strategy
- Collaborate with regional teams to co-create localized ad copies, creatives, and campaign messaging based on local crops, languages, and market dynamics.
- Work closely with regional teams to plan and execute contextually relevant campaigns based on local crops, weather patterns, market conditions, and farmer needs.
- Localize acquisition content for different regions, languages, and crop seasons.
- Create content for push notifications, in-app messages, WhatsApp/SMS, and feature education.
- Design onboarding, activation, and feature discovery journeys in collaboration with product and growth teams.
- Develop seasonal and event-based engagement campaigns and collaborate with performance marketers to plan integrated campaigns.
2. Lifecycle Marketing & Channel Optimization
- Own and optimize lifecycle communication across:
- Push notifications
- In-app journeys (Plotline)
- WhatsApp and other emerging channels
- Design and run A/B tests on message timing, tone, format, creatives, and personalization
- Define segmentation logic and campaign triggers based on behavior, geography, and crop context
- Partner with design and product teams to ensure high-quality, conversion-focused creatives
- Establish best practices for cadence, frequency, and fatigue management
3. Social Media & Content Growth
- Build and execute a content strategy aligned to product features, farmer pain points, and seasonal relevance
- Plan and publish posts, reels, stories, and campaigns to drive engagement and brand recall
- Track and optimize performance across reach, engagement, follower growth, and conversions
- Experiment with content formats to create top-of-funnel awareness and product pull
4. Brand & Cross-functional Collaboration
- Maintain a consistent FarmerChat brand voice across all user touchpoints
- Stay updated on agri-tech, content, and digital marketing trends to inform campaigns
What We’re Looking For
- 3-4+ years of experience in growth, product, or performance content.
- Strong understanding of digital marketing funnels and lifecycle marketing.
- Experience with MoEngage, or marketing automation platforms (preferred).
- Excellent writing and storytelling skills in regional languages.
- Data-driven mindset with experimentation experience.
