Head of Performance Marketing

Summary:
The Head of Performance is responsible for marketing channel efficiency and the execution of marketing initiatives. The role centers on marketing analytics: measuring the return of each channel and action, identifying growth drivers, and turning these insights into actionable decisions (budget allocation, priorities, action plans). They lead the Paid OM, Online, CRM, and JForce functions in project mode, coordinating with other departments to acquire, activate, and retain customers at optimal cost.

What you will be doing :

• Set up and lead the routine monitoring of critical KPIs: new customers, CIR, traffic, conversion rates, customer acquisition cost (CAC), and GMV per channel.

• Detect deviations from targets, identify underlying root causes, and trigger corrective action plans with channel owners.
• Produce and present daily, weekly, and monthly performance reporting, including clear executive summaries outlining observations, drivers, and recommendations for the CMO and leadership.
• Build and maintain real-time marketing performance dashboards in collaboration with the BI team.
• Validate monthly digital marketing targets, define KPIs, recommend budget allocation based on channel profitability, and drive the execution plan in PMO mode.
• Steer marketing and cross-functional projects by tracking scope, milestones, deliverables, risks, budgets, and post-closure retrospectives to share key learnings.
• Lead priority growth initiatives across customer retention, reactivation, mobile app adoption, and purchase frequency using hypothesis-driven A/B testing protocols.
• Gather and deploy marketing best practices across the Jumia Group while collaborating with the Commercial team to unlock data-driven growth opportunities.
• Guide, develop, and evaluate channel owners through measurable targets, 1-on-1s, and regular performance reviews.
• Measure acquisition contribution, return on ad spend (ROAS), and cost per order across every channel and campaign against previous and YoY periods.
• Track new customer cohorts at 30, 60, and 90 days to evaluate retention, repeat purchases, and customer value.
• Segment the customer database by frequency, spend, tenure, and purchase categories to guide acquisition and CRM strategies.
• Analyze the entire purchase funnel—from visit and add-to-cart to final checkout—to identify and resolve drop-off points.
• Guarantee the accuracy of tracking and attribution tools (GA4, Adjust, pixels) while reconciling conflicting data sources.
• Evaluate the true incremental impact of marketing actions using control groups and A/B tests beyond self-reported platform metrics.
• Prepare forecasts, budgets, and targets for major commercial events (Black Friday, Anniversary, seasonal campaigns), monitor execution in real time, and deliver comparative post-mortems.
• Continuously optimize performance by reallocating budgets toward top-performing channels, scaling conclusive tests, and terminating unprofitable initiatives.
• Steer Paid Online Marketing (Paid OM) across Meta, Google Ads, TikTok, and other ad networks in coordination with Commercial, Finance, and Group teams to manage spend, CPA, and installs.
• Oversee organic and brand channels (Online)—including SEO, social media, content, affiliate marketing, and influencers—in collaboration with Tech and Communications.
• Drive CRM campaigns alongside Product, Tech, and Customer Service to expand the opt-in base and increase customer lifetime value.
• Partner with JForce, Commercial, Operations, Logistics, and Finance to optimize agent recruitment, retention, active engagement, and order generation.
• Run governance rituals including daily KPI pulses, weekly performance reviews, weekly cross-departmental project committees, monthly business reviews, and post-campaign retrospectives.
• Maintain direct accountability for monthly new customer targets, cost per new customer, group CIR compliance, cohort retention, budget adherence, and the share of orders completed on the mobile app.
• Bring over 3 years of digital marketing experience—ideally in e-commerce or performance-driven environments—with strong expertise in GA4, Meta Business Manager, Google Ads, mobile attribution platforms, Power BI, and Claude.
• Demonstrate advanced proficiency in Excel or Google Sheets, hands-on experience with BI tools (Power BI, Looker Studio), working knowledge of SQL, and proven strength in cross-functional project management.

What we are looking for :

• Bachelor’s degree in Marketing, Business, or a related field.
• Minimum of 7 years of experience in performance marketing or digital marketing roles, with at least 3 years in a leadership position.
• Proven track record of managing successful multi-channel marketing campaigns.
• Strong analytical skills with experience using marketing analytics tools such as Google Analytics, Tableau, or similar.
• Excellent leadership and team management abilities.
• Strong communication and interpersonal skills.