Digital Channels Lead – Customer Growth

About the role

We are looking for a Digital Channels Lead to drive customer growth for Airtel Money in Malawi. The role will own the market‑level digital growth agenda across the App, Web and WhatsApp channels, working closely with the central Digital function.

Key responsibilities

• Own and drive digital growth metrics (adoption, MAUs, transacting MAUs, ARPU) and execute market‑specific acquisition, activation, engagement and retention plans.
• Conduct competitive and market intelligence, translating insights into product and marketing recommendations.
• Travel to engage with customers, gather field insights and feed them back to the central team.
• Plan, execute and optimise paid acquisition and engagement campaigns on Google Ads, Meta Ads, TikTok Ads and other platforms; manage lifecycle/CRM campaigns using Web Engage; analyse funnels with Google Analytics/Firebase.
• Manage the digital marketing budget, monitor ROI and continuously optimise spend.
• Conduct user acceptance testing for new digital products and coordinate bug triage and launch sign‑off with product and engineering teams.
• Act as the liaison between the OpCo and central Digital function, collaborating with local marketing, commercial and customer service teams and reporting performance to senior stakeholders.

Required profile

• Bachelor’s degree in Business, Marketing, Engineering or a related field; MBA preferred.
• Minimum 8 years of experience in digital growth, performance marketing or digital product management.
• Proven track record of driving acquisition, activation, engagement and retention in a digital channel environment.
• Strong analytical skills with experience using performance‑marketing and analytics tools.
• Excellent competitive analysis and market‑intelligence capabilities.
• Ability to work on‑ground with customers and translate insights into actionable recommendations.
• Strong stakeholder management and cross‑functional collaboration experience.

Required skills

• Google Ads
• Meta Ads
• TikTok Ads
• Google Analytics
• Firebase
• Web Engage (or equivalent)