Marketing

This is not a role for keeping acquisition where it is. Our current setup reliably brings in new users. We need to accelerate what is already happening.

You will own paid and organic user acquisition for our existing products and, from 2027, for new products that will be launched. While you decide where the budget goes, which markets and channels to test, and when to scale or stop, there is an expectation that all markets handed to you will be further developed. You set the testing agenda yourself. Nobody will hand you a list of experiments.

You will be judged on paying users you acquire, not on installs or signups.

Our customers are not one audience. We serve a diverse community of Africans, and many more diaspora groups across Europe and beyond. Their reasons for using FroggyTalk, which platforms they trust, which creators they follow and what a fair price feels like, all change by community and by country.

Until now, spend has been concentrated on the customer groups that convert efficiently. We want to keep those strong while rebuilding others and opening new ones. That takes someone who understands the African communities from experience, not from a dashboard.

1. Acquisition budget and channel mix

• Plan and run a monthly acquisition budget across channels and markets.
• Run and scale Google (including YouTube), Apple Search Ads, TikTok, influencers and creators, and SEO.
• Reintroduce channels as they become available and explore partnerships on other acquisition platforms.
• Reduce dependence on a few markets: keep our strongest communities growing while rebuilding others.

2. Discovery and experimentation

• Ring-fence part of the budget for discovery, judged on what we learn rather than on the CAC of proven campaigns.
• Run small campaigns across many diaspora groups (around 30), not only the cheapest to convert.
• Design, launch and report experiments without waiting to be asked.
• Scale what works, accept a temporary rise in CAC while scaling, then tune it back down to the agreed ceiling.

3. Measurement and attribution

• Own acquisition numbers end to end, from ad spend to paying users who stay.
• Set up user-level attribution with a mobile measurement partner, working with product and engineering.
• Extend attribution windows so we can separate true organic users from paid-assisted ones.
• Report retention and revenue by acquisition channel and market.
• Reconcile partner-reported numbers against our own server-side tracking every month.
• Measure influencer and brand impact with controlled tests, holding other spend stable.

4. Partners

• Manage external partners (SEO agency, influencers, creative freelancers) against agreed KPIs.
• Grow SEO, including new content languages other than English.

5. Reporting

• Report monthly spend against new paying users, by channel and market, to the CEO.
• Turn results into clear recommendations on where to invest next.

A separate Go-to-Market Lead owns positioning and the wider go-to-market plan. You own acquisition: the budget, the experiments and the numbers. You work with our existing team in marketing, retention, product and customer support. There is no separate growth team to manage, so you need to be hands-on.

• Monthly new paying users growing steadily toward our mid-2027 targets, which we share in the interview process.
• User-level attribution live, showing which channels and markets bring users who stay.
• A discovery programme running every month, with results reported and acted on.
• A broader market mix, with less concentration in a few communities and a growing share from existing markets.
• Monthly reporting that the CEO trusts.