Performance Marketing Lead – African Markets

Remote from: EMEA
Annual salary: Undisclosed
Salary information is not provided for this position. Check our Salary Directory to estimate the average compensation for similar roles.
Department: Marketing & Sales
Employment type: Full Time,
Job posted: 7 Jul 2026
Apply before: 7 Aug 2026
Experience level: Senior
Views / Applies: 107 / 6

Sporty Group is a global consumer internet and technology company with a strong presence in sports media, gaming, social, and fintech.

Sports
2013

Actively Hiring

AI Summary

This senior leadership role is responsible for defining and executing the performance marketing strategy across African markets. The Performance Marketing Lead will set the vision, allocate media investments, and drive growth across channels like Google, Meta, and TikTok. They will also collaborate with executive leadership and cross-functional teams to align marketing with business priorities. The ideal candidate has 5+ years of performance marketing experience and a data-driven mindset. This is a high-impact position reporting to senior leadership.

Role DNA

Job Complexity

Easy Hard

Pace & Pressure

Relaxed Fast-paced

Autonomy Level

Guided Full Ownership

Communication Load

Independent Highly Collaborative

AI Insight The role requires strategic oversight and cross-functional leadership, demanding experience and analytical skills, but not entry-level, so difficulty is high.

Salary Analysis

AI Insight The offered salary is not specified, but based on market data for similar senior roles, the median is approximately $140,000. This is competitive for a leadership position with regional ownership.

Core Skills Required

Performance Marketing Strategy Google Ads Meta Ads TikTok Ads Data Analytics Market Intelligence Cross-functional Leadership Brand Strategy Programmatic Advertising

Cover Letter Sample

Dear Hiring Manager,

I am writing to express my interest in the Performance Marketing Lead – African Markets position. With over 5 years of experience in performance marketing and a proven track record of driving growth in dynamic environments, I am excited about the opportunity to shape the regional growth strategy for such a high-potential market.

My expertise spans major platforms like Google, Meta, and TikTok, and I have a strong background in data analysis and cross-functional collaboration. I am particularly drawn to the chance to influence brand presence and work closely with executive leadership to align media investment with business priorities.

I look forward to discussing how my strategic vision and hands-on experience can contribute to your company's expansion in Africa. Thank you for your time and consideration.

Sincerely, [Your Name]

Sample Interview Questions

How would you approach defining the performance marketing strategy for a new African market?

I would start with market research to understand user behavior, competitive landscape, and regulatory environment. Then prioritize channels based on potential ROI, set up tracking and attribution, and create a testing framework. I'd collaborate with local teams to adapt creative and messaging.

Describe a time you used data to make a strategic decision that significantly improved campaign performance.

In my previous role, I noticed that our mobile app install campaigns had high cost per install on certain channels. By analyzing funnel data, I identified that users from a specific channel had low retention. I reallocated budget to higher-retention channels and implemented retargeting, resulting in a 20% decrease in CPA and 15% increase in LTV.

How do you balance brand-building initiatives with performance marketing goals?

I believe in an integrated approach. Brand initiatives build long-term trust and awareness, while performance marketing drives immediate conversions. I would collaborate with brand teams to ensure consistent messaging and use attribution models to measure the impact of brand touchpoints on performance. For example, using holdout tests to quantify brand lift.

What is your experience with scaling marketing efforts across multiple countries with different languages and cultures?

I have managed campaigns across French-speaking and Portuguese-speaking African markets. I hired local experts to adapt creative and ensure cultural relevance. I also use a centralized data platform to track performance across markets and adjust strategies based on local insights. For instance, I found that WhatsApp was a key channel for certain markets, so we integrated it into our mix.

How do you stay updated on the latest trends in performance marketing and digital advertising?

I follow industry blogs, attend webinars, and participate in forums like Reddit and LinkedIn groups. I also conduct competitive audits regularly to see what others are doing. In my team, we hold weekly knowledge-sharing sessions on new features from platforms like Google and Meta.

About the role

As we scale our presence across African markets, we are looking for a Performance Marketing Lead to serve as the strategic architect of our regional growth engine.

This is a senior leadership role with full ownership of performance marketing strategy across the continent — responsible for setting the vision, establishing frameworks, and driving growth across media channels with a focus on performance.

You will operate as a key voice in shaping marketing direction, partnering closely with executive and cross-functional leadership to align media investment with business priorities in one of the world’s most dynamic and high-potential growth regions.

What you’ll be doing

Own the regional growth strategy — define the overarching marketing vision for African markets, including market prioritisation, channel philosophy, investment allocation, and long-term scaling roadmap
Shape brand presence at scale — collaborate on the strategic brand-building initiatives — including above-the-line, OOH, and large-scale media partnerships — ensuring a coherent identity across both performance and brand channels that drives long-term recognition and trust in key markets
Set strategic direction for paid acquisition — provide senior oversight across all performance and media channels (Google, Meta, TikTok, programmatic, affiliates, mobile DSPs), ensuring coherent strategy and optimal portfolio management rather than day-to-day execution
Influence cross-departmental priorities — act as a senior strategic partner to brand, media, product, analytics, and creative leadership, ensuring marketing requirements shape broader business decisions
Drive market intelligence and opportunity identification — lead the strategic assessment of market dynamics, competitive positioning, and user behaviour to identify and prioritise the highest-value growth levers
Champion a data-driven culture — translate complex performance data and analytics into clear strategic narratives and investment plans
Advise executive leadership — serve as the primary marketing voice at the leadership level, delivering clear reporting, forward-looking insights, and strategic recommendations that inform company-wide growth decisions

What you’ll bring

5+ years of experience in performance marketing or user acquisition
Fluency in English, French or Portuguese would be an advantage
Strong expertise with major performance marketing platforms
Advanced analytical mindset with the ability to turn data into decisions
Solid understanding of digital marketing fundamentals (paid media, funnels, attribution)
Excellent project management skills, with the ability to meet deadlines, and deliver results in a fast-paced, dynamic environment

Even better if

Experience in finance, gaming, or highly regulated digital industries
Experience working with both web and app acquisition at scale
Prior exposure to fast-growing, performance-driven environments

Tech Stack / Role Specific Tools

Knowledge of Media channels: Google Ads, Meta Ads Manager, TikTok Ads, Mobile DSPs, Display & Programmatic platforms
Experience working with OOH, DOOH, PR, Brand initiatives
Analytical Stack: Market Research tools, Competitors audits, Google Analytics, AppsFlyer/Adjust/ Singular/Kochava
Product Analysis Stack: BI tools, Metabase/Tableau/Power BI

If you’re interested, we encourage you to apply! Every application is reviewed by a member of our team (AI is not used in our recruitment process), and we aim to respond within 48 hours.

Apply now >