At a Glance
- Tasks: Drive impactful digital advertising campaigns and optimise customer engagement across diverse markets.
- Company: Join Sun King, a leader in solar and power solutions with a mission for social impact.
- Benefits: Enjoy professional growth, a collaborative culture, and tailored learning opportunities.
- Other info: Be part of a dynamic team focused on innovation and positive change.
- Why this job: Make a real difference while working with innovative digital strategies in a multicultural environment.
- Qualifications: 7+ years in digital advertising, strong analytical skills, and experience in emerging markets.
The predicted salary is between 50000 - 70000 € per year.
Job Location: Lagos/Nairobi/India
About the role: The Senior Digital Advertising Specialist will play a key role in supporting customer acquisition and lead generation for Sun King’s solar and power solutions across all markets. This position contributes to scaling mobile-first, performance-focused campaigns that effectively engage and convert diverse customer segments into paying customers. In this role, you will work with data insights, structured testing approaches, and thoughtful campaign execution to enhance full-funnel performance—from awareness to lead capture and conversion—while adapting to varied market conditions, connectivity realities, and mobile usage patterns across Sun King markets.
What you would be expected to do:
- Performance Campaign Strategy & Execution (Mobile-First)
- Plan, build, and continuously improve campaigns across platforms such as Google, Meta, TikTok, local ad networks, and emerging channels.
- Design mobile-first campaigns that are accessible and effective in low-bandwidth environments, reflecting African user behaviours.
- Contribute to full-funnel strategies (awareness → consideration → lead → conversion → repayment engagement).
- Support the scaling of effective campaigns across markets, adapting thoughtfully to local languages, cultures, and pricing models.
- Explore and recommend new platforms and marketing opportunities to support digital sales growth.
- Data Analytics & Market Insights
- Review campaign performance across multiple countries to identify trends, insights, and opportunities for improvement.
- Prepare and share regular performance updates, highlighting key metrics, return on investment, and practical recommendations.
- Adjust campaigns based on data insights, seasonal patterns, and platform updates.
- Monitor core metrics such as CAC, CPA, ROAS, CTR, conversion rates, and cost per lead.
- Develop dashboards and reports that clearly communicate performance and recommended actions to stakeholders.
- Use data insights to guide budget allocation across markets, channels, and products.
- A/B Testing & Experimentation at Scale
- Contribute to a structured approach to experimentation, including hypothesis development, test design, and validation across markets.
- Plan and run A/B tests across creative elements (visuals, messaging, formats), offers (pricing, financing options, deposit vs. installment messaging), landing pages and lead forms, and audience segments.
- Continuously refine approaches to improve performance in diverse and price-sensitive environments.
- Promote a culture of learning and experimentation, with clear goals, measurable outcomes, and transparent reporting.
- Lead Generation & Conversion Optimization
- Support conversion rate optimization (CRO) initiatives across key stages of the customer journey using data and user insights.
- Develop and improve lead capture journeys (forms, WhatsApp flows, call-back requests, and USSD where relevant).
- Collaborate with sales and call centre teams to enhance lead quality and conversion outcomes.
- Improve landing pages for speed, clarity, and low data usage.
- Help maintain tracking from ad engagement through to sales and repayment behaviour.
- Customer Targeting & Segmentation
- Build and refine audience strategies using demographic insights (e.g., income bands, rural and urban segments), behavioural signals (e.g., mobile usage, browsing patterns), and intent signals (e.g., search activity and engagement with relevant content).
- Support the development of lookalike and retargeting strategies to improve acquisition efficiency.
- Use first-party data (e.g., CRM and repayment behaviour) to strengthen targeting approaches.
- Creative Optimization for African Consumers
- Partner with creative teams to develop content that is locally relevant and resonates with diverse audiences.
- Use AI-supported tools to enable faster testing and iteration of creative ideas.
- Provide data-informed input on messaging (e.g., reliability, savings, ownership), visual storytelling (e.g., real customer experiences and aspirational use cases), and language (English, Swahili, and local languages).
- Test a variety of formats, including short-form video, testimonials, and educational content.
- Tools, Tracking & Attribution
- Ensure reliable tracking through tools such as pixels, conversion APIs, and offline conversion uploads.
- Contribute to solving attribution challenges in offline-supported and agent-assisted sales environments.
- Help integrate digital campaigns with CRM and sales systems for improved lead tracking.
- Improve understanding of the full customer journey, from ad engagement to lead, sale, and repayment.
You might be a strong candidate if you:
- 7+ years of experience in digital advertising / performance marketing.
- A minimum of Bachelors or Higher National Diploma in marketing or related field.
- Proven experience running campaigns in African or other emerging markets.
- Good understanding of mobile-first ecosystems and low-bandwidth environments.
- Experience in lead generation businesses (fintech, telco, energy, e-commerce, PAYGO models preferred).
- Proven ability to operate as a senior contributor, self-directing workstreams, setting experimentation roadmaps and driving outcomes without direct team management.
- Experience working cross-functionally with CRM, creative, and digital sales/contact centre teams.
- Apply data analysis skills to review multi-market performance, using tools such as Google Analytics, Ads Manager, Excel, and BI platforms to generate actionable insights.
- Use structured and thoughtful approaches to A/B testing and experimentation, supporting continuous learning and improvement across campaigns.
- Build and improve digital campaigns with an understanding of budgeting, bidding strategies, and platform dynamics, while collaborating effectively with cross-functional teams.
- Support the development and optimization of lead generation funnels across web, mobile, and messaging platforms, applying conversion rate optimization (CRO) principles.
- Develop audience targeting strategies using segmentation, retargeting, lookalike modelling, and first-party data to enhance acquisition efficiency.
What Sun King Offers:
- Professional growth in a dynamic, rapidly expanding, high-social-impact industry.
- An open-minded, collaborative culture made up of enthusiastic colleagues who are driven by the challenge of innovation towards profound impact on people and the planet.
- A truly multicultural experience: you will have the chance to work with and learn from people from different geographies, nationalities, and backgrounds.
- Structured, tailored learning and development programmes that help you become a better leader, manager, and professional through the Sun King Center for Leadership.
Digital Advertising Specialist employer: Sun King
Sun King is an exceptional employer, offering a vibrant work culture that fosters collaboration and innovation in the rapidly growing solar and power solutions sector. Employees benefit from tailored professional development programs, a multicultural environment, and the opportunity to make a significant social impact while working with diverse teams across Lagos, Nairobi, and India. With a focus on mobile-first strategies and data-driven insights, this role not only enhances your skills but also contributes to meaningful change in communities.
StudySmarter Expert Advice🤫
We think this is how you could land Digital Advertising Specialist
✨Tip Number 1
Network like a pro! Reach out to people in the industry, attend events, and connect on LinkedIn. You never know who might have the inside scoop on job openings or can refer you directly.
✨Tip Number 2
Show off your skills! Create a portfolio or case studies showcasing your past campaigns and results. This will give potential employers a taste of what you can bring to the table.
✨Tip Number 3
Prepare for interviews by researching the company and its culture. Tailor your answers to reflect how your experience aligns with their goals, especially in mobile-first and performance-focused campaigns.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen by the right people. Plus, it shows you’re genuinely interested in joining our team.
We think you need these skills to ace Digital Advertising Specialist
Some tips for your application 🫡
Tailor Your Application:Make sure to customise your CV and cover letter for the Digital Advertising Specialist role. Highlight your experience with mobile-first campaigns and data analytics, as these are key aspects of the job. We want to see how your skills align with what we're looking for!
Showcase Your Achievements:When detailing your past roles, focus on specific achievements rather than just responsibilities. Use metrics to demonstrate your impact, like improved conversion rates or successful campaign results. This helps us understand the value you can bring to our team.
Be Authentic:Let your personality shine through in your application. We appreciate candidates who are genuine and passionate about digital advertising. Share your thoughts on trends in the industry or your favourite campaign you've worked on – it helps us get to know you better!
Apply Through Our Website:For the best chance of success, make sure to apply directly through our website. This ensures your application is seen by the right people and keeps everything organised on our end. Plus, it shows you're keen on joining our team!
How to prepare for a job interview at Sun King
✨Know Your Campaigns
Before the interview, dive deep into your past campaigns. Be ready to discuss specific strategies you used, especially in mobile-first environments. Highlight how you adapted campaigns for low-bandwidth situations and what results you achieved.
✨Data is Your Best Friend
Brush up on your data analytics skills! Be prepared to talk about how you've used metrics like CAC, CPA, and ROAS to inform your decisions. Bring examples of dashboards or reports you've created that showcase your ability to derive actionable insights from data.
✨Experimentation Mindset
Showcase your experience with A/B testing and experimentation. Discuss how you’ve structured tests, what hypotheses you’ve developed, and the outcomes. Employers love candidates who can demonstrate a culture of learning and continuous improvement.
✨Cultural Relevance Matters
Since this role involves working across diverse markets, be ready to discuss how you’ve tailored campaigns to resonate with different audiences. Share examples of how you’ve collaborated with creative teams to ensure messaging and visuals are culturally relevant and effective.
