Job Purpose

As our Digital Marketing & Audience Experience Executive, you will be at the heart of MCL’s digital transformation. Your mission is to drive our online growth, converting our respected readers into a loyal digital subscriber base. You will own our digital marketing initiatives, from strategic campaigns to deep data analysis, to engage our audience, grow our revenue, and solidify our position as Tanzania’s leading independent news network. This role is pivotal to our future, and we are looking for a creative, analytical, and collaborative individual to join us on this exciting journey.

Main Responsibilities

1. Digital Campaign Strategy & Execution

• Develop and execute innovative digital marketing campaigns (including for new products and evergreen content) that align with MCL’s vision and drive revenue goals.
• Lead paid marketing strategy and execution across all social media (Meta, TikTok, etc.) and search platforms (Google Ads) to acquire new subscribers and grow revenue.
• Oversee and optimize SEO and SEM strategies to enhance online visibility, drive targeted traffic, and improve search rankings.
• Employ marketing automation tools to improve efficiency in email scheduling, social media posting, and lead nurturing workflows.
• Collaborate with content teams to develop a cohesive digital content strategy that supports marketing objectives and audience engagement.

2. Audience Experience & Conversion Optimization

• Map and optimize the end-to-end customer journey, creating a seamless transition for readers moving from print to digital subscriptions.
• Work with internal Tech and Content teams to improve conversion rates through A/B testing, landing page optimization, and other on-site growth tactics.
• Manage and grow our email marketing channel, including template design, content creation, list segmentation, and performance tracking to nurture leads and enhance customer relationships.

3. Data Analysis, Reporting & Insights

• Utilize analytics tools to monitor, analyze, and report on campaign performance, providing actionable insights to stakeholders and senior leadership.
• Create and maintain automated dashboards to track key metrics (traffic, conversion rates, CPA, ROAS) in real-time.
• Conduct post-campaign analysis to measure effectiveness and inform future strategies.

4. Innovation & Collaboration

• Work closely with diverse teams (Content, Tech, Sales) to ensure the seamless execution of all digital initiatives.
• Stay current with emerging trends, tools, and opportunities in the digital marketing world, bringing fresh and innovative ideas to the team.

Who You Are

• You are a data-driven storyteller, able to translate numbers into actionable insights and compelling campaign strategies.
• You are obsessed with the customer journey and constantly seek ways to improve the user experience.
• You are both a strategic thinker and a hands-on executor, comfortable with both planning and implementing campaigns.
• You are a natural collaborator who thrives in a cross-functional team environment.
• You are curious and proactive, always learning about the next new trend or tool in digital marketing.

Requirements

• 3+ years of experience within growth and digital marketing.
• Strong analytical skills and ability to leverage data to identify actionable insights and optimize campaign performance.
• Knowledge of Paid Search bidding, targeting, and optimization.
• Familiarity with tag management & app tracking setup and troubleshooting.
• Experience working with performance marketing metrics and platform reporting.
• Experience in experimentation, A/B testing, and testing new channels is a plus.
• Proven track record of increasing traffic and customer conversion through targeted and accurate campaigns.
• Google and Bing Ads certified.
• Strong organization and problem-solving skills.

• Develop and execute innovative digital marketing campaigns
• Lead paid marketing strategy and execution
• Oversee and optimize SEO and SEM strategies
• Employ marketing automation tools
• Collaborate with content teams
• Map and optimize the end-to-end customer journey
• Work with internal Tech and Content teams
• Utilize analytics tools to monitor, analyze, and report on campaign performance
• Create and maintain automated dashboards
• Work closely with diverse teams

• Strong analytical skills
• Knowledge of Paid Search bidding
• Familiarity with tag management & app tracking
• Experience working with performance marketing metrics
• Experience in experimentation, A/B testing
• Proven track record of increasing traffic and customer conversion
• Google and Bing Ads certified
• Strong organization and problem-solving skills

• 3+ years of experience within growth and digital marketing
• Strong analytical skills
• Experience working with performance marketing metrics
• Google and Bing Ads certified
• Strong organization and problem-solving skills