Paid Ads Lead

Our mission at NALA is to build payments for the Next Billion, transforming how money moves into Africa, Asia, and beyond. By building cutting-edge payment solutions, we simplify financial transactions for individuals and businesses alike—helping them thrive in a global economy. We are driven by innovation, community, and the belief that everyone deserves access to reliable, efficient, and affordable financial services. If you are passionate about creating meaningful change and shaping the future of fintech in Africa and Asia, join us and be part of a team that is revolutionising financial empowerment on a global scale.

Your Mission: We are hiring a Paid Ads Lead to take charge of global performance marketing across Meta and Google for a fast-scaling, product-led business. You will be at the forefront of driving customer acquisition across multiple markets, managing high-impact campaigns with precision and pace. This role blends deep executional ownership with strategic input—you will control large budgets, lead creative and audience testing, and ensure paid media performance is tightly aligned with global growth goals. You will operate in a fast-moving environment where experimentation is constant, reporting is actionable, and performance is non-negotiable. This isn’t about managing channels—it’s about building a paid engine that drives real business outcomes in complex, high-intent markets.

Your Responsibilities in this Role:

• Own and optimize our paid media engine. Manage day-to-day execution across Meta and Google Ads, running structured creative tests, refining audiences, managing budgets, and relentlessly reducing cost per acquisition.
• Be the performance expert behind our growth. Take full ownership of platform budgets, adjusting spend across countries and campaigns based on data, not guesswork. Track and improve key metrics (CPA, payback periods, ROAS) and ensure paid channels hit their targets.
• Deliver insights that drive decisions. Turn paid media data into sharp, digestible reporting for the Growth team and senior stakeholders. Work with MMPs (we use Adjust) and collaborate with our data team to improve our attribution approach.
• Drive strategic tests beyond the daily grind. Lead focused, high-impact projects to unlock future performance gains.

Must-have requirements:

• 5+ years of experience in paid ads, running high-performance campaigns across Meta (Facebook/Instagram) and Google Ads.
• Experience managing significant monthly budgets (£100k+), balancing efficiency and scale while being fully accountable for metrics like CPA and payback periods.
• Ability to allocate spend across countries, platforms, or funnel stages using performance data to drive decisions.
• Experience building and refining campaign structures, creative strategies, and audience segmentation to increase volume while driving down acquisition costs.
• Sharp analytical skills, capable of translating large datasets into clear, actionable insights.
• Confidence using automation tools (like Google Ads Scripts and Meta automated rules) to boost efficiency and consistency.
• Initiated and led projects like landing page testing, cross-platform attribution improvements, or funnel diagnostics.
• Proactive, hands-on, and able to spot and act on growth opportunities without micromanagement.

Nice to have:

• Experience working in finance or other regulated sectors, understanding compliance constraints, trust messaging, and long decision cycles.

Success in the role looks like:

• 3-Month Success Goals: Fully onboarded into our paid media stack and attribution setup (Meta, Google Ads, Adjust, etc.). Audit all existing campaigns, audiences, creatives, and budget allocations across markets and channels. Create and own structured A/B testing framework for creatives and audience segments on Meta and Google Ads. Reduce CPA and improve CTR through early optimizations in targeting, copy, or ad formats. Deliver weekly performance reports with actionable insights for the Growth team. Proactively flag underperforming spend and propose reallocation to higher-performing campaigns.
• 6-Month Success Goals: Deliver measurable improvement in overall channel contribution to revenue and growth targets. Own and actively manage the global paid media budget across platforms, including country-level allocation. Implement automated rules/scripts that improve efficiency, budget pacing, or creative rotation at scale. Collaborate with Product teams to align landing page optimization with ad performance. Establish a predictable reporting rhythm for the CMO and growth leadership, focused on ROAS, LTV:CAC, and strategic insights.

Interview Process: Submit your application through our ATS Workable. There is no need to submit a Cover Letter. If successful, you will be selected for our interview process which has 3 stages:

• (30mins) Interview with the Talent Team: Get to know you and follow up on your experience and motivations.
• (1 hour) Interview with the Head of Strategic Initiatives: Focus on your experience as detailed on your CV and test your operational nous via a short exercise.
• (45mins) Leadership Interview: Final interview with one of our founders, focusing on your motivation for the role.

Benefits:

• 27 Days Off Plus UK Bank Holidays
• Birthday Leave
• Enhanced Parental Leave
• Global Workspace access to WeWork locations worldwide
• Learning Budget of $1000 annually for learning and development
• Themed snacks and Friday lunch
• Monthly Socials
• Free Coffee