Head of Paid Media – B2B

Role Overview

• Design and execute paid media campaigns tailored to B2B audiences, targeting decision-makers such as CFOs, finance teams, treasury managers, and business owners across African, global, and emerging markets
• Develop and manage account-based marketing (ABM) campaigns to engage high-value enterprise prospects and institutional clients
• Implement and manage paid media campaigns from conception to execution, ensuring alignment with B2B sales objectives, pipeline generation, and revenue goals
• Develop compelling ad creatives with the Creative Team that speak to business pain points, ROI, and enterprise value propositions, continuously optimizing based on performance data, A/B testing, and B2B best practices
• Utilize advanced targeting techniques, including job titles, company size, industry verticals, and firmographic data, to reach specific business segments and decision-makers
• Manage advertising budgets effectively across longer sales cycles, making data-driven decisions to optimize cost-per-lead (CPL), cost-per-qualified-lead, and customer acquisition cost (CAC)
• Expertly navigate B2B-focused paid media platforms such as LinkedIn Ads, Google Ads, programmatic display, and retargeting platforms, staying updated on new features and B2B best practices
• Utilize analytics tools to monitor and analyze campaign performance with a focus on lead quality, pipeline contribution, and revenue attribution, providing regular reports with actionable insights
• Conduct A/B testing and experimentation on ad creatives, copy, landing pages, and targeting parameters to optimize campaign performance and lead quality
• Collaborate with Sales and Revenue teams to ensure marketing-qualified leads (MQLs) meet criteria and contribute to the sales pipeline, implementing feedback loops for continuous improvement
• Collaborate with the creative team to ensure ad creatives communicate enterprise value, trust, security, and compliance (key considerations for B2B buyers)
• Collaborate with the UX/UI and product teams to implement conversion rate optimization (CRO) strategies for B2B landing pages, demo request forms, and lead capture mechanisms
• Experience with setting up and managing outbound emails/marketing campaigns, and LinkedIn outreach automation platforms
• Assist in setting up and optimizing landing pages for specific B2B campaigns, webinars, Impact Reports, events, and demo requests
• Stay informed about B2B marketing trends, enterprise buyer behavior, industry developments in African fintech, and emerging technologies in the paid media landscape

Requirements

• Bachelor's degree in Marketing, Business, or a related field
• Proven technical experience as a Paid Media Specialist with at least 7 years of demonstrable B2B marketing expertise.
• Proficiency in managing B2B-focused campaigns on platforms such as LinkedIn Ads, Google Ads (Search & Display), programmatic platforms, and other B2B channels
• Strong analytical skills and experience with SEO and marketing analytics tools (Google Analytics, attribution platforms, CRM integration)
• Experience with account-based marketing (ABM), strategies, and tools
• Budget Management, CAC per MQL & ROAS Management
• Excellent communication, stakeholder management, and attention to detail
• Understanding of B2B sales cycles, multi-touch attribution models, and awareness of wider marketing strategies and campaigns
• Experience working in fintech, cryptocurrency, stablecoin, payments, or enterprise SaaS.

Benefits

• Impactful and Purposeful Work: You will be helping to drive financial inclusion across Africa.
• Remote-First Flexibility: We embrace a fully remote work environment.
• Global & Diverse Team: You will have the opportunity to work with talented professionals from 25+ countries across the world, in a multicultural and collaborative environment.
• Learning & Development: Access to resources, support, and autonomy to grow professionally.
• Mental Health Support Services: Your mental well-being matters to us.
• Compensation & Benefits: We offer competitive compensation and meaningful health coverage, and all full-time employees are participants in our stock option plan.