Marketing and Analytics Lead

Nairobi, Kenya

Full Time

Mid Level

Job Description
Title: Marketing and Analytics Lead
Team: Communications, Marketing & Events
Location: Nairobi, Kenya

About the Role
The Marketing & Analytics Lead drives demand generation, growth, and market intelligence across Shamiri’s offerings by owning marketing strategy, performance analytics, and growth experiments. The role applies rigorous, data-driven marketing practices to expand reach, conversion, and revenue across B2B, B2C, and institutional audiences.

Roles and Responsibilities

Growth Marketing Strategy and Execution
- Own end-to-end marketing strategy across Shamiri offerings, including:
  - clinics (B2C, B2B)
  - Academy and training programs
  - digital and technology-enabled products
  - institutional partnerships
- Translate organizational priorities into channel-specific growth plans
- Design and execute campaigns across paid, owned, and earned channels
- Manage messaging and positioning from a demand-generation perspective (distinct from brand communications)
Demand Generation and Funnel Ownership
- Own the full marketing funnel: awareness, lead generation, qualification, and conversion
- Define target segments, personas, and value propositions
- Collaborate with Business Development and Partnerships teams to align marketing with sales and outreach
- Optimize landing pages, email campaigns, content funnels, and conversion flows
Marketing Analytics and Performance Measurement
- Define and track core growth metrics (CAC, LTV proxies, conversion rates, pipeline velocity).
- Build and maintain dashboards that track:
  - campaign performance
  - channel ROI
  - funnel drop-offs
  - audience growth
- Use data to inform budget allocation and channel prioritization
- Produce regular performance reports with clear insights and recommendations
Growth Experiments and Optimization
- Design and run structured growth experiments (A/B tests, pilots, channel tests)
- Test messaging, pricing signals, channels, and onboarding flows
- Document learnings and feed insights into broader growth strategy
- Work with Tech and Data teams to instrument tracking where needed
Market and Customer Intelligence
- Conduct market research and segmentation analysis
- Track competitor activity, benchmarks, and trends
- Gather and synthesize user feedback and behavioral data
- Develop clear market insights to support strategic decisions
Business Development and Revenue Support
- Support Business Development and Academy teams with:
  - lead lists and targeting
  - market sizing and prioritization
  - pitch and outreach data
- Collaborate on go-to-market strategies for new offerings
- Support pricing and packaging analysis where relevant
Systems, Tools and Workflow
- Own marketing systems, including CRM, email tools, analytics platforms
- Ensure clean data capture and reporting
- Establish disciplined workflows for campaign planning, execution, and review
- Coordinate with the Communications and Creative teams for asset production
Ownership of Outputs and Accountability
- Growth and performance of marketing funnels
- Lead generation and conversion metrics
- Campaign plans, execution, and performance reports
- Market and customer insights
- Dashboards and analytical outputs
- Growth experiment design and results

Key Competencies

Strong analytical skills. Comfortable with data, metrics, and performance reporting
Ability to translate insights into clear strategic recommendations
Familiarity with CRM systems, email marketing tools, and analytics platforms (e.g. Google Analytics, HubSpot)
Excellent written and verbal communication
Strong project management and systems thinking
Collaborative, with the ability to work across Business Development, product, and creative teams

Qualifications

Bachelor's degree in Marketing, Business, Communications, or a related field
3–5 years in growth marketing, performance marketing, or a closely related role
Proven experience managing marketing funnels, from awareness through conversion
Experience building dashboards and tracking campaign performance metrics
Hands-on experience running growth experiments (A/B testing, channel pilots)
Prior experience in an NGO, social enterprise, or mission-driven organization
Exposure to B2B and B2C audiences is an advantage

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Cover Letter

Describe a marketing funnel you built or managed end to end. What key metrics did you track, and how did you improve conversion at one or more stages?*

What marketing analytics tools and CRM systems have you worked with, and how have you used dashboards or reporting to inform budget allocation or channel strategy?*

Share an example of a growth experiment you designed and ran (e.g., an A/B test or channel pilot). What was your hypothesis? What did you learn? How did it change your approach?*

Why does working in a mission-driven organization appeal to you, and how would you balance growth targets with Shamiri’s impact mission?*

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Shamiri is building the future of mental health in Africa and for the world. Join our fast-growing team and shape the future.

Marketing and Analytics Lead

Key Competencies

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