How to apply for Growth Manager

About Digital Green

Digital Green is a unique development organization that leverages participatory video and digital tools to empower smallholder farmers, primarily in Africa and Asia. Working here means contributing to a mission-driven team that uses technology to bridge the knowledge gap and improve agricultural practices, directly impacting food security and livelihoods. It's an opportunity to apply growth marketing skills in a context where your work has tangible social impact.

About the role

As the Growth Manager for FarmerChat, you will be at the forefront of scaling an AI-powered advisory platform that provides crucial agricultural information to smallholder farmers across Africa. Your role involves driving user acquisition, engagement, and retention through performance marketing and lifecycle automation, directly influencing the platform's reach and effectiveness. This is a high-impact role where your strategies will help farmers make better decisions, increase yields, and improve their livelihoods.

A typical day

A typical day might start by reviewing campaign performance dashboards for FarmerChat across different regions, then collaborating with the content team to align on messaging for upcoming campaigns. You might spend time building or tweaking MoEngage workflows to improve user onboarding, followed by analyzing A/B test results to inform next steps. Later, you could have a call with regional partners in Kenya or Nigeria to discuss local insights and adapt strategies accordingly.

Who Digital Green is looking for

• You have 4-5 years of hands-on experience in performance marketing or digital growth, with a proven track record of running successful campaigns on Google Ads and Meta Ads.
• You are proficient with marketing automation and engagement tools like MoEngage, Plotline, or similar, and have built complex user journeys that drive activation and retention.
• You are data-driven and analytical, comfortable with A/B testing, cohort analysis, and using data to optimize campaigns and user funnels.
• You are adaptable and culturally aware, with experience or interest in tailoring growth strategies for diverse markets, particularly in Africa, and understanding local languages and farmer behaviors.

Tips for this application

• Highlight specific examples of campaigns you've run that resulted in measurable user acquisition or retention, especially in emerging markets or for mobile-first audiences.
• Showcase your experience with MoEngage or similar tools by describing a workflow you built from scratch, including the logic, triggers, and outcomes.
• Tailor your resume to emphasize your analytical skills, such as A/B testing, funnel analysis, and data-driven decision-making, with concrete numbers.
• In your cover letter, express genuine interest in Digital Green's mission and explain how your growth expertise can help FarmerChat reach more farmers effectively.
• Research Digital Green's existing projects and mention how your skills can contribute to their specific goals, such as expanding in Kenya, Nigeria, and Ethiopia.

What to cover in your cover letter

['Your passion for using technology for social impact and your understanding of the challenges smallholder farmers face.', 'Your proven ability to drive growth in resource-constrained environments, possibly with examples from similar markets or products.', "Your technical proficiency with marketing automation and performance marketing tools, and how you've used them to achieve retention and engagement.", 'Your collaborative spirit and ability to work with cross-functional teams, including product, content, and regional teams, to adapt strategies locally.']

Research before applying

• Understand Digital Green's mission, history, and the impact they've made so far, especially in the agricultural sector.
• Learn about FarmerChat: its features, target users, and current traction in Africa. Look for any case studies or blog posts.
• Research the agricultural landscape in Kenya, Nigeria, and Ethiopia, including common challenges for smallholder farmers and mobile usage trends.
• Familiarize yourself with Digital Green's other programs and how they use participatory video and digital tools to see how FarmerChat fits into their overall strategy.

Likely interview topics

Based on the job description, expect questions about:

• How would you approach user acquisition for FarmerChat in a new region like Ethiopia, considering local languages and low smartphone penetration?
• Describe a time you used MoEngage or a similar tool to build an engagement workflow. What was the goal, and how did you measure success?
• How do you prioritize between acquiring new users and retaining existing ones when resources are limited?
• Walk me through an A/B test you designed and executed. What was the hypothesis, and what did you learn?
• How would you adapt a global growth campaign for a local market, and what factors would you consider?

Common mistakes to avoid

• Don't submit a generic cover letter that doesn't mention Digital Green or FarmerChat specifically.
• Avoid focusing only on acquisition metrics without showing an understanding of engagement and retention, which are key for this role.
• Don't overlook the importance of local context; failing to mention how you'd adapt strategies for African markets could signal a lack of cultural awareness.