Senior Growth Manager driving LemFi's expansion among Nigerian communities in Canada. Building partnerships, grassroots campaigns, and measurable user acquisition for its immigrant - focused financial app.
About the role
- Marketing Manager specializing in offline channel growth overseeing both B2C and B2B customer acquisition strategies. Analyzing performance, managing campaigns, and optimizing marketing channels.
Responsibilities
- Develops and executes integrated offline acquisition strategies that drive qualified leads, customer growth, and revenue across B2C and B2B segments.
- Owns channel performance across Direct Response TV (DRTV), Direct Mail, Print, Radio, and other offline acquisition channels.
- Identifies new channel opportunities, tests strategies, and scales programs that demonstrate strong customer acquisition potential across consumer and business audiences.
- Partners with media agencies, vendors, and internal stakeholders to optimize spend allocation, audience targeting, creative strategy, and campaign performance.
- Develops annual and quarterly channel plans aligned with business objectives, growth targets, and budget goals.
- Analyzes channel performance, customer acquisition metrics, and campaign results to identify optimization opportunities across B2C and B2B programs.
- Owns reporting and insights across offline channels, including cost per call (CPC), cost per order (CPO), customer acquisition cost (CAC), customer lifetime value (CLV), pipeline contribution, and return on marketing investment.
- Leverages attribution insights, testing results, customer data, and market trends to improve media efficiency and budget allocation.
- Partners with Finance, Sales, and Analytics teams to forecast performance, evaluate ROI, and support investment decisions.
- Manages end-to-end execution of offline campaigns, from strategy and audience segmentation through creative development, launch, measurement, and optimization.
- Leads creative and messaging testing strategies tailored to consumer and business audiences, including offers, calls-to-action, positioning, and audience segments.
- Collaborates with Creative, Product, Sales, Operations, and Customer Experience teams to ensure campaign alignment and effectiveness.
- Manages agency and vendor relationships, ensuring accountability against performance goals and business objectives.
- Develops acquisition strategies that address the unique needs and buying behaviors of both consumers and business decision-makers.
- Demonstrates understanding of the differences between B2C demand generation and B2B lead generation, including audience targeting, sales cycles, conversion paths, and measurement approaches.
- Partners with Sales teams to optimize lead quality, improve conversion rates, and support revenue growth.
- Builds campaigns that balance brand awareness, demand generation, lead capture, and pipeline contribution.
- Uses customer data, research, and market trends to inform channel strategies and improve campaign effectiveness.
- Develops a deep understanding of target audiences, including consumer customers, caregivers, and business stakeholders.
- Identifies opportunities to improve the customer journey from initial awareness through conversion and retention.
- Incorporates evolving consumer expectations, changing buying behaviors, and emerging marketing trends into acquisition strategies.
- Performs other duties as assigned.
Requirements
- Bachelor’s degree in Marketing, Business, Analytics, or related field. Equivalent combinations of education and relevant experience will be considered.
- A minimum of seven (7) years of marketing experience with demonstrated success managing customer acquisition and growth programs.
- Proven experience managing offline acquisition channels, including direct response TV, direct mail, print, radio, or similar channels with a foundational knowledge of online channels for cross-channel optimization.
- Demonstrated experience developing and optimizing both B2C and B2B marketing programs.
- Strong analytical skills with the ability to interpret complex data and translate insights into business recommendations.
- Experience managing marketing budgets and optimizing investments based on performance and ROI.
- Strong understanding of marketing measurement, attribution, testing methodologies, and funnel optimization.
- Experience working with agencies, media partners, Sales teams, and cross-functional stakeholders.
- Excellent project management, communication, and executive presentation skills.
- Demonstrated ability to lead through influence, including mentoring others, leading initiatives or workstreams, contributing to best practices, and driving cross-functional outcomes.
- Excellent verbal and written communication, presentation, and problem-solving skills.
- Self-starter with strong organizational and time management skills, self-directed and able to handle multiple priorities with demanding timeframes.
- Ability to work collaboratively with colleagues and staff to create a high-quality, results-driven, team-oriented environment.
- Demonstrated ability to use discretion, make sound decisions, and maintain confidentiality.
- Proficiency in Microsoft Office Suite and modern communication tools for virtual teams (e.g., Microsoft Teams, Slack).
Benefits
- Willingness and ability to work flexible hours as needed
- Travel up to 10%, which may include occasional overnight travel
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