Performance Marketing Specialist: Kigali

Do you live and breathe performance marketing, from media buying and campaign optimisation to conversion tracking and attribution? Are you comfortable working with tools like Meta Ads Manager, Google Ads, Google Tag Manager, and analytics dashboards to ensure every click, lead, and conversion is accurately tracked and optimised? 

Can you turn data into strategy, using insights from campaign performance, tracking pixels, and conversion events to test, iterate, and scale what works continuously? Do you thrive when given clear growth targets and the freedom to experiment across channels, audiences, and creative?

If you measure success in qualified leads, cost per acquisition, and ROI, not just likes and shares, this could be your next opportunity. ALX Rwanda is looking for a Performance Marketing Specialist to drive growth through data-driven campaigns, robust tracking frameworks, and continuous optimisation across our digital channels.

About ALX Africa

ALX Africa, a non-profit organisation under the ALX Foundation, is dedicated to unlocking the potential of Africa's digital future. Formerly part of Sand Tech Holdings, we've embarked on an independent journey to provide world-class tech skills training and career acceleration programmes. Our mission is to bridge the digital divide, upskill and reskill talent, and create a generation of innovative leaders. By 2030, we aim to empower 2 million Africans to secure sustainable tech careers.

With hubs in 8 cities across Africa and counting, we provide safe access to quality learning and a dedicated network of expert instructors. Our innovative programmes equip learners with the practical skills and knowledge needed to succeed in today's rapidly evolving tech industry. Through a combination of rigorous coursework, industry partnerships, and hands-on projects, we prepare our students for in-demand roles in software engineering, data science, and cybersecurity.

We achieve this by:

• Providing young professionals with access to the most in-demand tech skills that will power the future.
• Empowering the next generation of technology innovators, entrepreneurs, and business leaders through challenging, real-world coursework.
• Building a lifelong, impactful community of tech professionals that supports them at all stages of their career journey. 

Our impact thus far:

• 347k+ graduates since 2020
• 257k youth in work
• 31k youth starting own ventures
• 60k youth in jobs created by entrepreneurs

 Visit our website www.alxafrica.com to learn more about our digital revolution.

Role Summary

ALX is seeking a highly analytical, execution-focused Performance Marketing Specialist to drive learner acquisition and growth in Rwanda.

This role is designed for a marketer who is deeply fluent in paid acquisition, conversion tracking, attribution, and campaign optimization, and who measures success through pipeline quality, enrollments, acquisition efficiency, and return on investment.

The successful candidate will sit at the intersection of media buying, data infrastructure, analytics, and growth experimentation. They will be responsible not only for launching and optimizing campaigns, but also for ensuring the integrity of the tracking ecosystem, strengthening visibility across the acquisition funnel, and enabling faster, smarter decision-making through robust reporting and insights. This is a high-impact role for someone who thrives in fast-paced environments, enjoys solving complex growth challenges, and is motivated by measurable outcomes rather than vanity metrics.

Specific Responsibilities

Performance Media Strategy and Campaign Execution

• Lead the strategy, setup, execution, and optimisation of paid digital campaigns across key performance channels, including Meta, Google, and other relevant acquisition platforms.
• Build and manage full-funnel campaign strategies that drive awareness, lead generation, and learner enrollment across multiple markets.
• Own campaign architecture, audience targeting, budget allocation, bid strategies, and spend efficiency to maximize growth outcomes.
• Run disciplined A/B tests across creatives, messaging, audiences, placements, and landing pages to continuously improve results.
• Optimise campaigns against core commercial and growth metrics, including cost per lead, cost per acquisition, conversion rates, and return on ad spend.
• Identify opportunities to scale high-performing campaigns while reducing inefficiencies across underperforming segments.

Conversion Tracking, Attribution, and Technical Setup

• Design, implement, and maintain a reliable tracking and attribution framework to support accurate performance measurement across all digital campaigns.
• Manage tools and systems such as Meta Pixel, Google Tags, Google Tag Manager, and conversion event tracking across landing pages and enrollment funnels.
• Ensure accurate end-to-end tracking of user journeys, lead submissions, and enrollment conversion events.
• Monitor tracking integrity and proactively resolve issues related to broken events, tagging errors, attribution gaps, or data inconsistencies.
• Strengthen campaign measurement foundations to improve confidence in reporting, optimisation, and investment decisions.

Performance Analytics and Dashboard Reporting

• Develop and maintain performance dashboards that provide real-time visibility into campaign results across channels, markets, and audience segments.
• Build reporting structures that track funnel performance from first click to qualified lead to enrollment.
• Monitor and analyse key performance indicators such as CTR, CPL, CPA, conversion rates, funnel progression, and ROI.
• Translate campaign and funnel performance data into clear, actionable reporting for marketing stakeholders and leadership teams.
• Improve organisational visibility into acquisition performance through high-quality dashboards, reporting discipline, and insight generation.
  
  

Insight Generation and Growth Optimisation

• Produce weekly and monthly performance reports that surface trends, opportunities, risks, and recommended actions.
• Identify patterns in audience behavior, creative effectiveness, channel performance, and funnel drop-off points to inform strategic optimization.
• Use data and experimentation to uncover new growth opportunities and improve acquisition efficiency over time.
• Generate insights that support better decision-making across learner acquisition, campaign investment, and market prioritization.
• Partner with leadership to align marketing performance with broader enrollment, impact, and revenue goals.
  
  

Cross-Functional Collaboration

• Work closely with Marketing, Recruitment, and Community teams to ensure campaigns are aligned with recruitment pipelines, market priorities, and enrollment targets.
• Support broader market activation efforts, community initiatives, and events with targeted performance campaigns where relevant.
• Collaborate with internal stakeholders to ensure messaging, targeting, and learner journeys are aligned with ALX’s brand and value proposition.
• Contribute to a culture of accountability, experimentation, and continuous improvement across the growth function.

Skill Requirements - Essential

• Minimum of 5 years of experience in performance marketing, growth marketing, paid acquisition, or a related digital growth role.
• Demonstrated success in planning, managing, and optimizing paid campaigns across platforms such as Meta Ads Manager and Google Ads.
• Strong hands-on experience with conversion tracking, attribution tools, and tagging frameworks, including Meta Pixel and Google Tag Manager.
• Proven ability to build and interpret performance dashboards using tools such as Looker Studio or similar analytics platforms.
• Strong analytical capability, with the ability to turn campaign data into clear recommendations and optimization strategies.
• Experience running structured A/B tests and using performance insights to guide scaling decisions.
• High attention to detail and strong comfort working across data, systems, and campaign operations.
• Ability to operate independently, manage multiple priorities, and deliver results in a fast-paced, high-growth environment.
• Candidates must be based in Kigali or willing to relocate to Kigali.
• This is an in-person role and the successful candidate will be expected to work onsite as part of the Kigali team.
• Legal authorisation to work in Rwanda.

Who You Are

• Deeply results-oriented and motivated by measurable growth outcomes.
• Curious, experimental, and energized by continuous testing and learning.
• Highly analytical, with a strong grasp of both the strategic and technical dimensions of performance marketing.
• Comfortable moving between execution and insight, from campaign setup to dashboard review to optimization recommendations.
• Proactive, resourceful, and able to navigate ambiguity while maintaining a strong bias for action.
• A collaborative partner who works well across functions and communicates clearly with both technical and non-technical stakeholders.

Person Specification/Attributes

• Courage: Willingness to speak up, challenge the status quo, and embrace new challenges.
• Humility: Openness to learning, seeking help when needed, and a focus on serving others.
• Adventure: A passion for setting ambitious goals, tackling difficult tasks, and finding joy in the journey.
• Initiative: Proactive, resourceful, and able to navigate ambiguity while maintaining a strong bias for action.
• Resilience: The ability to bounce back from setbacks, persevere through challenges, and emerge stronger.
• Flexibility: Comfortable moving between execution and insight, from campaign setup to dashboard review to optimization recommendations.

Employment Type

This role is a full-time position