Application Guide

How to Apply for Consultant - Growth Manager, Africa

at Digital Green

🏢 About Digital Green

Digital Green stands out as a nonprofit that uniquely combines technology with community-driven approaches to empower smallholder farmers in Africa and beyond. Unlike typical tech companies, it focuses on using digital platforms like videos and mobile tools to deliver practical, localized agricultural knowledge, directly improving farmers' livelihoods and sustainability. Working here means contributing to meaningful social impact while leveraging cutting-edge growth marketing techniques in a purpose-driven environment.

About This Role

As a Consultant - Growth Manager for Africa, you'll lead performance marketing campaigns on Google Ads, Meta Ads, and other channels to optimize return on ad spend (ROAS) and customer acquisition cost (CAC) for farmer-facing digital products. You'll build and manage engagement workflows using tools like MoEngage and Plotline to drive farmer activation and retention through push notifications, WhatsApp/SMS campaigns, and in-app experiences. This role is impactful because it directly scales Digital Green's reach, helping more farmers access life-improving agricultural knowledge and resources across the continent.

💡 A Day in the Life

A typical day might start by analyzing yesterday's performance marketing data from Google Ads and Meta Ads, adjusting bids and targeting to optimize ROAS for farmer acquisition campaigns. You'd then spend time in MoEngage or Plotline, building or tweaking automated workflows for push notifications and WhatsApp campaigns to boost farmer activation and retention. Later, you could collaborate with content teams via video call to review farmer-friendly notification drafts or social posts, ensuring they align with local agricultural practices and languages.

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Interview Prep

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🎯 Who Digital Green Is Looking For

  • Has 3+ years of hands-on experience managing performance marketing campaigns on Google Ads and Meta Ads, with proven ability to maximize ROAS and minimize CAC in a B2C or social impact context.
  • Is proficient with engagement platforms like MoEngage, Plotline, or similar tools, and can design automated workflows for push notifications, SMS/WhatsApp campaigns, and in-app messaging.
  • Has strong analytical skills to track growth metrics (acquisition, activation, retention, churn) using analytics tools, and can translate data into actionable insights for farmer engagement.
  • Understands the African agricultural or smallholder farmer context, and can collaborate with content teams to create farmer-friendly notifications, videos, and social posts that resonate locally.

📝 Tips for Applying to Digital Green

1

Highlight specific examples of performance marketing campaigns you've run for Google Ads and Meta Ads in Africa or similar emerging markets, quantifying results like ROAS improvements or CAC reductions.

2

Demonstrate experience with engagement tools like MoEngage, Plotline, or similar platforms by describing a workflow you built (e.g., for push notifications or WhatsApp campaigns) and its impact on user activation or retention.

3

Tailor your resume to show how you've tracked and optimized growth metrics (acquisition rate, activation %, retention, churn) in past roles, ideally in agriculture, edtech, or social impact sectors.

4

Include any experience collaborating with content teams or local creators to develop culturally relevant materials (e.g., short videos, social posts) for farmers or similar audiences in Africa.

5

Emphasize remote work experience, especially in contract-based roles, and your ability to manage projects independently while aligning with a nonprofit's mission-driven goals.

✉️ What to Emphasize in Your Cover Letter

["Explain why Digital Green's mission to empower smallholder farmers through technology resonates with you, and how your growth marketing skills can scale their impact in Africa.", 'Provide a brief case study of a successful performance marketing campaign you led, detailing how you optimized ROAS/CAC and used engagement tools to drive user metrics.', 'Describe your experience with the African market or similar contexts, highlighting your ability to create farmer-friendly content and workflows that consider local languages, cultures, and agricultural practices.', "Mention your proficiency with analytics tools to track growth metrics, and how you've used data insights to improve retention and reduce churn in past projects."]

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🔍 Research Before Applying

To stand out, make sure you've researched:

  • → Explore Digital Green's website and YouTube channel to understand their farmer-facing digital products (e.g., videos, mobile apps) and how they deliver agricultural knowledge in Africa.
  • → Review their annual reports or blog posts to learn about their growth initiatives, key partnerships in Africa, and challenges in farmer engagement or retention.
  • → Study the agricultural context in African regions they operate in (e.g., East Africa), including common crops, farmer pain points, and mobile technology adoption rates.
  • → Look into similar organizations (e.g., One Acre Fund, Farmcrowdy) to see how they use digital tools for farmer engagement, and identify trends or gaps Digital Green might address.

💬 Prepare for These Interview Topics

Based on this role, you may be asked about:

1 Walk us through how you would design a performance marketing campaign on Google Ads and Meta Ads to acquire new farmers for Digital Green's platform in a specific African country, including targeting strategies and ROAS goals.
2 How would you use MoEngage or Plotline to build an engagement workflow for re-engaging farmers who haven't used the app in 30 days, incorporating push notifications and WhatsApp messages?
3 What key growth metrics (acquisition, activation, retention, churn) would you prioritize for this role, and how would you track and analyze them to inform decisions?
4 Describe a time you collaborated with content teams or local creators to develop engaging materials (e.g., short videos, social posts) for a non-technical audience. How did you ensure the content was effective?
5 How do you balance performance marketing goals (e.g., low CAC) with Digital Green's nonprofit mission and the need to reach underserved smallholder farmers in remote areas?
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⚠️ Common Mistakes to Avoid

  • Applying with a generic resume that doesn't mention performance marketing tools (Google Ads, Meta Ads), engagement platforms (MoEngage, Plotline), or growth metrics specific to this role.
  • Failing to demonstrate understanding of Digital Green's mission or the African smallholder farmer context, e.g., by not tailoring examples to agriculture or social impact.
  • Overemphasizing corporate or B2B growth experience without showing how it translates to a nonprofit, remote, contract-based role focused on farmer acquisition and engagement.

📅 Application Timeline

This position is open until filled. However, we recommend applying as soon as possible as roles at mission-driven organizations tend to fill quickly.

Typical hiring timeline:

1

Application Review

1-2 weeks

2

Initial Screening

Phone call or written assessment

3

Interviews

1-2 rounds, usually virtual

✓

Offer

Congratulations!

Ready to Apply?

Good luck with your application to Digital Green!

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