Moniepoint - Performance Marketing Specialist
Requirements
• 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 • Experience managing budgets larger that 10 Million USD annually • 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 • What Success Looks Like
Responsibilities
• 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 • 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 • In the first year • In the first year • Google channel operating as a reliable, scalable growth engine with predictable CAC across both personal and business banking segments • 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 • What to expect in the hiring process • A preliminary phone call with the recruiter • A technical interview with the hiring manager • A behavioural and technical interview with a member of the Executive team • All interview stages are virtual
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