FairMoney is a pioneering mobile banking institution specializing in extending credit to emerging markets. Established in 2017, the company currently operates primarily within Nigeria, and it has secured nearly €50 million in funding from renowned global investors, including Tiger Global, DST, and Flourish Ventures.
In alignment with its vision, FairMoney is actively constructing the foremost mobile banking platform and point-of-sale (POS) solution tailored for emerging markets. The journey began with the introduction of a digital microcredit application exclusively available on Android and iOS devices. Today, FairMoney has significantly expanded its range of services, encompassing a comprehensive suite of financial products, such as current accounts, savings accounts, debit cards, and state-of-the-art POS solutions designed to meet the needs of both merchants and agents. FairMoney thrives on its diverse workforce, bringing together talent from over 27 nationalities. This multicultural team drives the company’s mission of reshaping financial services for underserved communities.To gain deeper insights into FairMoney’s pivotal role in reshaping Africa’s financial landscape, we invite you to watch informative video.
Role Review
FairMoney is seeking a New Client Acquisition Lead who will drive growth across both loans, while owning PPM Performance Platform Management) for core paid channels such as Google Ads, Meta, TikTok, OEMs, and emerging platforms. This role combines acquisition strategy, channel ownership, partner portfolio management, and experimentation, with a strong focus on scaling high-quality, low-risk new users across markets. You will own the end-to-end journey from channel development → funnel optimisation → partner onboarding → performance analysis.
Key Responsibilities
New Client Acquisition (Loans)
- Develop and execute acquisition strategies to grow quality users across FairMoneyʼs loan and banking ecosystems.
- Optimise funnel journeys & cross sell opportunities for loan disbursement, FlexiCredit, savings, and banking activation.
- Build new customer cohorts across segments (salaried, semi-formal, microbusiness, gig)
- Identify and close funnel gaps using structured experimentation and analytics.
Performance Platform Management (PPM)
You will own all major acquisition accounts end-to-end
Google Ads
- Manage UAC, Search, Display and Performance Max (if relevant).
- Set up, monitor, and optimise conversion tracking with MMP & GA4.
- Ensure high-quality signal delivery (events, conversion values, audience lists).
- Maintain account hygiene, budgets, pacing, bid strategies, and experiments.
Meta Ads
- Own CAPI integrations, campaign structures, and creative optimisation.
- Oversee signal quality, retargeting pools, and custom audiences.
- Maintain compliance, account structure, and LTV-based optimisation.
TikTok, OEM Ads & Other Channels
- Test, scale, and optimise growth from TikTok, VIVO, Oppo, Xiaomi, Transsion, etc.
- Ensure accurate tracking and signal mapping through the MMP.
Cross-Channel Governance
- Maintain naming conventions, budget tracking, attribution mapping, and conflict avoidance.
- Collaborate with Growth Engineering to ensure tracking integrity across all channels.
Partner Portfolio Management (PPM – Partnerships)
- Identify, negotiate, and onboard high-quality acquisition partners.
- Build partner frameworks for performance, payouts, compliance, and fraud controls.
- Monitor partner performance CPA, CPR, loan disbursement rate, ROAS, default risk).
- Scale strategic partnerships across HR networks, fintechs, payroll clusters, and educational ecosystems.
New Channel Development
- Explore, validate, and scale new acquisition avenues (salary platforms, referral systems, web funnels, API partners).
- Build playbooks from pilot → controlled scale → full rollout.
- Develop hybrid online/offline acquisition models where needed.
Growth Strategy & Experimentation
- Own the experimentation roadmap for all acquisition and PPM channels.
- Lead A/B tests on audience, creative, incentive, and funnel variants.
- Align closely with Product, Risk, and Data teams to ensure acquisition quality and unit economics.
Key KPIs
- New quality loan users per month (risk-adjusted)..
- CAC / CPE per channel and segment.
- Disbursement rate from each acquisition source.
- ROAS across Google Ads, Meta, TikTok, and OEM channels.
- Partner contribution to total new customers.
- Channel scalability and repeatability
Requirements
- 4-8 years in digital growth, performance marketing, partnerships, or channel development.
- Deep experience with Google Ads, Meta Ads, TikTok Ads, and MMP integrations.
- Strong understanding of user funnels, attribution, and risk-adjusted acquisition.
- Experience managing acquisition partners and incentive structures.
- Ability to analyse funnels and build performance dashboards.
- Strong collaboration across Product, Risk, Data, and Marketing.
Benefits
- 25 days paid vacation, Sick & Public Holidays to B2B contractors.
- Remote (timezone must have significant overlap with CET).
- Training & Development budget.
- Paid company business trips.
Recruitment Process
- Screening call with Recruiter: 30 minutes.
- Technical Interview with Head of Growth
