Job Description
Title: Marketing and Analytics Lead
Team: Communications, Marketing & Events
Location: Nairobi, Kenya
About the Role
The Marketing & Analytics Lead drives demand generation, growth, and market intelligence across Shamiri’s offerings by owning marketing strategy, performance analytics, and growth experiments. The role applies rigorous, data-driven marketing practices to expand reach, conversion, and revenue across B2B, B2C, and institutional audiences.
Roles and Responsibilities
- Growth Marketing Strategy and Execution
- Own end-to-end marketing strategy across Shamiri offerings, including:
- clinics (B2C, B2B)
- Academy and training programs
- digital and technology-enabled products
- institutional partnerships
- Translate organizational priorities into channel-specific growth plans
- Design and execute campaigns across paid, owned, and earned channels
- Manage messaging and positioning from a demand-generation perspective (distinct from brand communications)
- Demand Generation and Funnel Ownership
- Own the full marketing funnel: awareness, lead generation, qualification, and conversion
- Define target segments, personas, and value propositions
- Collaborate with Business Development and Partnerships teams to align marketing with sales and outreach
- Optimize landing pages, email campaigns, content funnels, and conversion flows
- Marketing Analytics and Performance Measurement
- Define and track core growth metrics (CAC, LTV proxies, conversion rates, pipeline velocity).
- Build and maintain dashboards that track:
- campaign performance
- channel ROI
- funnel drop-offs
- audience growth
- Use data to inform budget allocation and channel prioritization
- Produce regular performance reports with clear insights and recommendations
- Growth Experiments and Optimization
- Design and run structured growth experiments (A/B tests, pilots, channel tests)
- Test messaging, pricing signals, channels, and onboarding flows
- Document learnings and feed insights into broader growth strategy
- Work with Tech and Data teams to instrument tracking where needed
- Market and Customer Intelligence
- Conduct market research and segmentation analysis
- Track competitor activity, benchmarks, and trends
- Gather and synthesize user feedback and behavioral data
- Develop clear market insights to support strategic decisions
- Business Development and Revenue Support
- Support Business Development and Academy teams with:
- lead lists and targeting
- market sizing and prioritization
- pitch and outreach data
- Collaborate on go-to-market strategies for new offerings
- Support pricing and packaging analysis where relevant
- Systems, Tools and Workflow
- Own marketing systems, including CRM, email tools, analytics platforms
- Ensure clean data capture and reporting
- Establish disciplined workflows for campaign planning, execution, and review
- Coordinate with the Communications and Creative teams for asset production
- Ownership of Outputs and Accountability
- Growth and performance of marketing funnels
- Lead generation and conversion metrics
- Campaign plans, execution, and performance reports
- Market and customer insights
- Dashboards and analytical outputs
- Growth experiment design and results
Key Competencies
- Strong analytical skills. Comfortable with data, metrics, and performance reporting
- Ability to translate insights into clear strategic recommendations
- Familiarity with CRM systems, email marketing tools, and analytics platforms (e.g. Google Analytics, HubSpot)
- Excellent written and verbal communication
- Strong project management and systems thinking
- Collaborative, with the ability to work across Business Development, product, and creative teams
Qualifications - Bachelor's degree in Marketing, Business, Communications, or a related field
- 3–5 years in growth marketing, performance marketing, or a closely related role
- Proven experience managing marketing funnels, from awareness through conversion
- Experience building dashboards and tracking campaign performance metrics
- Hands-on experience running growth experiments (A/B testing, channel pilots)
- Prior experience in an NGO, social enterprise, or mission-driven organization
- Exposure to B2B and B2C audiences is an advantage
