Paid Marketing Manager job at Green Bay Market

About GreenBay Market

GreenBay Market is an e-commerce marketplace making clean energy and mobility affordable across East and West Africa. We sell refurbished and second-life solar systems, electric vehicles (e-bodas and tuk-tuks), and household appliances to customers in Uganda, Kenya, and Nigeria — through our online storefront, telesales and CX agents, field agents, and physical outlets.Uganda employment report

We are a mobile-first, high-consideration, mixed-channel business. Customers discover us on social, research on their phones, ask questions on WhatsApp, and often complete the purchase with an agent or in an outlet. Winning here means understanding that full journey — not just the last click.

About the Role

We’re looking for a commercially minded Paid Marketing Manager to own paid acquisition and growth performance across all three markets. This is a full-funnel role: you own the media budget, but you’re measured on the business outcomes it produces — qualified demand, conversion rate, cost per acquisition, repeat purchase, and contribution to revenue.

You’ll operate in an environment where a meaningful share of conversions happen off-platform, where product prices are high-consideration, and where the path from first impression to delivered order can run days or weeks. The right person is as comfortable in Ads Manager as they are in a funnel analysis, and treats the gap between clicks and orders as their problem to solve.

This role suits someone from e-commerce, marketplace, D2C, retail, or consumer fintech — someone who has carried a CAC and revenue target, not just a spend target.

Key Responsibilities

Paid Acquisition & Channel Ownership

• Own the paid media strategy, budget, and execution across Google Ads, Meta (Facebook/Instagram), TikTok, YouTube, and emerging local platforms — tailored to the dynamics of each market.
• Allocate and reallocate regional budget across markets, channels, and product categories based on performance, margin, and stock availability.
• Run the full campaign lifecycle: audience strategy, creative briefing, A/B testing, bid and budget pacing, catalogue/feed management, and continuous optimisation.
• Build and scale product-feed-driven campaigns (Shopping, Advantage+ / catalogue, dynamic retargeting) from a clean, well-structured Shopify product feed.
• Localise campaigns for each market — language, imagery, price framing, financing/payment options, and checkout nuances including mobile money (M-Pesa, Airtel Money, and local Nigerian payment rails).

Growth & Full-Funnel Performance

• Own the commercial funnel from impression to delivered order: browse → add-to-cart → checkout → converted → repeat, and drive measurable improvement at each stage.
• Diagnose and reduce drop-off and cart abandonment using session and behavioural data, and work with the storefront owner to fix what’s costing conversions.
• Partner on conversion rate optimisation: landing pages, product detail pages, category pages, checkout flow, and lead-capture forms — running structured tests rather than one-off changes.
• Build and run lifecycle and retention programmes — abandoned cart, post-purchase, cross-sell (e.g. solar accessories, battery replacement), reactivation — across WhatsApp, email, SMS, and paid retargeting.
• Grow customer lifetime value and repeat purchase rate, not just first orders; report on CAC payback and LTV:CAC by market and category.
• Identify and test new growth levers: referral, partnerships, marketplace listings, influencer and creator activity, offline-to-online capture at outlets, and lead-gen for high-ticket categories.
• Feed demand-side insight back into commercial decisions — which products, price points, and offers actually convert in each market.

Measurement, Data & Attribution

• Own paid and growth KPIs — CAC, ROAS, CTR, CVR, cost per qualified lead, repeat purchase rate, blended CAC — and report against targets across all three markets.
• Build a credible measurement picture across a fragmented stack: GA4, Google Ads, Meta Ads Manager, TikTok Ads, Microsoft Clarity, Shopify, and Odoo — where web, telesales, field agent, and outlet orders all land.
• Close the loop between ad spend and revenue recognised in Odoo, including conversions that start online and finish with an agent or in-store, and account for cancellations, returns, and failed deliveries in performance reporting.
• Implement and maintain reliable tracking: conversion APIs / server-side tagging, UTM discipline, event definitions, offline conversion imports, and consent-compliant pixel setup.
• Move audience targeting beyond platform defaults toward genuine customer segmentation — demographics, income and occupation bands, product interest, and behavioural stage — and use it to sharpen prospecting and retargeting.
• Maintain dashboards that leadership can act on, and bring a clear point of view on what the numbers mean, not just what they are.

Regional Leadership & Collaboration

• Act as the primary marketing point of contact for teams and agencies in Kenya and Nigeria, ensuring campaigns are aligned to brand, growth, and stock priorities.
• Brief and work with Creative/Content to produce high-volume, market-specific creative, and run a disciplined creative testing cycle informed by performance data.
• Partner with Telesales, CX, and Field Sales so that paid-generated leads are routed, followed up, and reported consistently — and so lead quality, not just lead volume, improves over time.
• Work with Commercial and Category teams to align campaigns with promotions, pricing, and inventory.
• Coordinate with Finance on multi-currency budget tracking, invoicing, and spend reconciliation across Uganda, Kenya, and Nigeria.
• Manage agency and freelance relationships, holding them to clear performance standards.

Requirements

Experience

• 4–7 years in paid digital marketing or growth, with at least 2 years in e-commerce, marketplace, D2C, retail, or consumer fintech — ideally with a physical product and a real delivery operation behind it.
• At least 2 years running multi-market or regional campaigns in Africa.
• Demonstrable ownership of a CAC, ROAS, or revenue target — with examples of how you moved it.
• Hands-on management of substantial paid budgets across Google, Meta, and at least one additional platform.
• Experience working with product catalogues/feeds and an e-commerce platform (Shopify strongly preferred).
• Experience managing teams or agencies remotely across countries.

Skills

• Strong analytical ability — comfortable in GA4 and platform reporting, and able to build the analysis yourself rather than waiting for someone else to.
• Practical understanding of attribution in a messy, multi-channel reality: online and offline conversions, long consideration cycles, and imperfect data.
• Working knowledge of conversion rate optimisation and experiment design.
• Deep understanding of the East and West African digital landscape; Kenya and Nigeria market knowledge highly preferred.
• Mobile-first marketing instinct and familiarity with mobile money and local payment ecosystems.
• Excellent stakeholder management and cross-cultural communication.
• Bias toward action, comfort with ambiguity, and the judgement to know when to test and when to scale.

Nice to Have

• Experience marketing high-consideration or financed products (solar, mobility, appliances, asset finance).
• Familiarity with Odoo or a comparable ERP/CRM.
• SQL, Looker Studio, or BI tooling.
• Experience with WhatsApp Business as a marketing and conversion channel.
• Exposure to CDP or customer data unification work.

Other

• Based in or willing to relocate to Kampala, Uganda.
• Willingness to travel periodically to Kenya and Nigeria.
• Bachelor’s degree in Marketing, Business, Economics, or a related field — or equivalent practical experience.

• Own the paid media strategy, budget, and execution across Google Ads, Meta (Facebook/Instagram), TikTok, YouTube, and emerging local platforms — tailored to the dynamics of each market.
• Allocate and reallocate regional budget across markets, channels, and product categories based on performance, margin, and stock availability.
• Run the full campaign lifecycle: audience strategy, creative briefing, A/B testing, bid and budget pacing, catalogue/feed management, and continuous optimisation.
• Build and scale product-feed-driven campaigns (Shopping, Advantage+ / catalogue, dynamic retargeting) from a clean, well-structured Shopify product feed.
• Localise campaigns for each market — language, imagery, price framing, financing/payment options, and checkout nuances including mobile money (M-Pesa, Airtel Money, and local Nigerian payment rails).
• Own the commercial funnel from impression to delivered order: browse → add-to-cart → checkout → converted → repeat, and drive measurable improvement at each stage.
• Diagnose and reduce drop-off and cart abandonment using session and behavioural data, and work with the storefront owner to fix what’s costing conversions.
• Partner on conversion rate optimisation: landing pages, product detail pages, category pages, checkout flow, and lead-capture forms — running structured tests rather than one-off changes.
• Build and run lifecycle and retention programmes — abandoned cart, post-purchase, cross-sell (e.g. solar accessories, battery replacement), reactivation — across WhatsApp, email, SMS, and paid retargeting.
• Grow customer lifetime value and repeat purchase rate, not just first orders; report on CAC payback and LTV:CAC by market and category.
• Identify and test new growth levers: referral, partnerships, marketplace listings, influencer and creator activity, offline-to-online capture at outlets, and lead-gen for high-ticket categories.
• Feed demand-side insight back into commercial decisions — which products, price points, and offers actually convert in each market.
• Own paid and growth KPIs — CAC, ROAS, CTR, CVR, cost per qualified lead, repeat purchase rate, blended CAC — and report against targets across all three markets.
• Build a credible measurement picture across a fragmented stack: GA4, Google Ads, Meta Ads Manager, TikTok Ads, Microsoft Clarity, Shopify, and Odoo — where web, telesales, field agent, and outlet orders all land.
• Close the loop between ad spend and revenue recognised in Odoo, including conversions that start online and finish with an agent or in-store, and account for cancellations, returns, and failed deliveries in performance reporting.
• Implement and maintain reliable tracking: conversion APIs / server-side tagging, UTM discipline, event definitions, offline conversion imports, and consent-compliant pixel setup.
• Move audience targeting beyond platform defaults toward genuine customer segmentation — demographics, income and occupation bands, product interest, and behavioural stage — and use it to sharpen prospecting and retargeting.
• Maintain dashboards that leadership can act on, and bring a clear point of view on what the numbers mean, not just what they are.
• Act as the primary marketing point of contact for teams and agencies in Kenya and Nigeria, ensuring campaigns are aligned to brand, growth, and stock priorities.
• Brief and work with Creative/Content to produce high-volume, market-specific creative, and run a disciplined creative testing cycle informed by performance data.
• Partner with Telesales, CX, and Field Sales so that paid-generated leads are routed, followed up, and reported consistently — and so lead quality, not just lead volume, improves over time.
• Work with Commercial and Category teams to align campaigns with promotions, pricing, and inventory.
• Coordinate with Finance on multi-currency budget tracking, invoicing, and spend reconciliation across Uganda, Kenya, and Nigeria.
• Manage agency and freelance relationships, holding them to clear performance standards.

• Strong analytical ability — comfortable in GA4 and platform reporting, and able to build the analysis yourself rather than waiting for someone else to.
• Practical understanding of attribution in a messy, multi-channel reality: online and offline conversions, long consideration cycles, and imperfect data.
• Working knowledge of conversion rate optimisation and experiment design.
• Deep understanding of the East and West African digital landscape; Kenya and Nigeria market knowledge highly preferred.
• Mobile-first marketing instinct and familiarity with mobile money and local payment ecosystems.
• Excellent stakeholder management and cross-cultural communication.
• Bias toward action, comfort with ambiguity, and the judgement to know when to test and when to scale.

• 4–7 years in paid digital marketing or growth, with at least 2 years in e-commerce, marketplace, D2C, retail, or consumer fintech — ideally with a physical product and a real delivery operation behind it.
• At least 2 years running multi-market or regional campaigns in Africa.
• Demonstrable ownership of a CAC, ROAS, or revenue target — with examples of how you moved it.
• Hands-on management of substantial paid budgets across Google, Meta, and at least one additional platform.
• Experience working with product catalogues/feeds and an e-commerce platform (Shopify strongly preferred).
• Experience managing teams or agencies remotely across countries.
• Experience marketing high-consideration or financed products (solar, mobility, appliances, asset finance).
• Familiarity with Odoo or a comparable ERP/CRM.
• SQL, Looker Studio, or BI tooling.
• Experience with WhatsApp Business as a marketing and conversion channel.
• Exposure to CDP or customer data unification work.
• Bachelor’s degree in Marketing, Business, Economics, or a related field — or equivalent practical experience.