Digital Marketing Executive

What You'll Do:

Content Creation & Brand Storytelling

• Plan, shoot, edit, and publish a minimum of 3 high-quality posts per week across Instagram and TikTok (Reels, carousels, Stories, TikTok short form)
• Create content on location: salon partnerships, shop activations, product demos with real customers, behind-the-scenes manufacturing, founder stories

• Design still posts (product shots, quote cards, educational carousels, promotional graphics) that are on-brand and stop the scroll
• Write compelling copy: captions, product descriptions, blog posts, email/WhatsApp broadcasts

• Build and maintain a content calendar aligned to campaign phases, product launches, and cultural moments
• Develop and own the brand's visual identity across all digital touchpoints

Influencer Management

• Own the end-to-end influencer pipeline: identification, outreach, negotiation, briefing, content review, payment, and relationship management
• Manage partnerships with 8-12 influencers across nano, micro, and mid-tier segments

• Write clear creative briefs that give influencers direction without losing authenticity
• Track influencer deliverables, deadlines, and performance (reach, engagement, conversions via unique discount codes)

• Identify new influencer opportunities and build an ongoing pipeline for future campaigns
• Negotiate rates, usage rights, and terms that protect the brand while being fair to creators

Paid Media & Performance Marketing

• Plan, execute, and optimise paid campaigns on Meta (Instagram/Facebook), TikTok Ads, and Google Ads
• Set up and manage conversion tracking (Meta Pixel, TikTok Pixel, Google Analytics) on the website

• Run A/B tests on creative, copy, audiences, and placements to maximise ROAS
• Boost top-performing organic and influencer content as paid ads

• Manage ad budgets efficiently, reporting on spend vs. results weekly
• Retarget website visitors and past purchasers to drive repeat orders

Community & D2C Growth

• Grow our Instagram, TikTok, and WhatsApp community from zero to a thriving, engaged audience
• Respond to DMs, comments, and customer inquiries promptly and in brand voice

• Drive traffic to the website and convert visitors into orders
• Set up and manage WhatsApp Business broadcasts, reorder reminders, and customer communication

• Launch and manage referral programs, discount campaigns, and seasonal promotions
• Track and report on D2C metrics: site traffic, conversion rate, average order value, customer acquisition cost

Strategy & Reporting

• Contribute to overall marketing strategy
• Deliver a weekly digital performance report: content performance, follower growth, paid ad results, influencer ROI, website orders, and recommendations

• Stay current on social media trends, algorithm changes, and what's working in the Kenyan beauty space
• Coordinate with the sales team to align digital campaigns with in-store retail activations

What We're Looking For - Must Have

• Formal training in digital marketing: Diploma of certification in Digital Marketing. Degree in Marketing, Communications, or related field is added advantage. Professional certifications (Google Ads, Meta Blueprint, HubSpot) are a strong plus.
• 2-3 years of hands-on digital marketing experience with demonstrated results. You must be able to show campaigns you executed that drove measurable conversions, not just impressions.

• Content creation skills: You can shoot and edit short-form video (Reels/TikTok) on a phone, design graphics in Canva or Adobe Creative Suite (Photoshop, Illustrator), and write copy that sells.
• Paid media proficiency: Hands-on experience running and optimising campaigns in Meta Ads Manager and/or TikTok Ads Manager. You know the difference between reach, traffic, and conversion campaigns and when to use each.

• Influencer management experience: You've managed influencer partnerships before (briefing, negotiation, tracking deliverables, measuring ROI).
• Data-driven mindset: You make decisions based on analytics. Comfortable with Google Analytics, social media insights, and ad platform dashboards.

• Understanding of the Kenyan beauty/hair care market: You know who the players are, what trends are driving the market, and what Kenyan women 18-35 respond to online.
• Excellent written and spoken English and Swahili.

Nice to Have

• Personal passion for Beauty and Hair Care – Understanding of the category and the consumer journey.
• Basic website management skills: updating product pages, blog posts, tracking codes)

• Photography skills beyond phone: product photography, flat lays, lifestyle shoots
• Experience with email marketing tools (Mailchimp, Sendinblue) and WhatsApp Business API

• Network of Kenyan beauty/lifestyle influencers you've worked with before
• Experience in FMCG or beauty brand marketing

What to Include in Your Application

• Case studies: Show us 2-3 campaigns you executed
• Your CV