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Role Overview
Swoop, founded by Thiel Fellow Aubrey Niederhoffer, recently raised a $7.3M seed round—the largest ever by an African consumer startup—to build an African super-app, starting with food delivery. Backed by Long Journey, Variant, Version One, Soma Capital, and Dune Ventures, Swoop is already the largest food delivery provider in Eswatini and is scaling rapidly across the continent.
We’re looking for a Founding Head of Growth to own our marketing budget and strategy end to end—across digital advertising, store-driven growth, OOH, and emerging channels. You’ll work directly with our CEO and local marketing teams to build the growth engine for Africa’s next great consumer company. This is a hands-on founding role at a rapidly growing company.
Key Responsibilities
Market Entry & Go-to-Market Strategy
- Build and execute go-to-market and expansion marketing strategy for Nigeria and new African markets.
- Refine target customer segments, positioning, channel mix, and launch phases by city.
- Deliver weekly synthesized insights on customer behavior, pricing psychology, and channel efficacy.
Brand, Positioning & Restaurant Partner Marketing
- Craft messaging frameworks, brand voice guidelines, and campaign narratives.
- Partner with top restaurants to co-market Swoop’s benefits, onboarding incentives, and category leadership.
- Build partner campaigns and onboarding assets that scale restaurant acquisition.
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Growth, Demand Generation & Campaign Execution
- Scale customer acquisition across digital (social, search, creator partnerships), field marketing, promotions, referrals, and experiential activations.
- Design and run high-velocity campaigns: food creator partnerships, ambassador networks, flash delivery events, and boundary-pushing launch activations.
- Own app install funnels, attribution, CAC, and channel ROAS.
- Build and operate referral, loyalty, CRM, and lifecycle marketing systems (WhatsApp, push, email).
Marketing P&L & Analytics
- Own and manage monthly marketing budget, forecasts, and profitability contribution.
- Track CAC, orders, GMV uplift, retention, activation, and channel performance.
- Drive KPI improvements across order volume, active users, retention, referral contribution, and conversion.
Team Building & Expansion
- Hire and lead a lean, high-performing marketing team spanning content, performance marketing, field activations, partnerships, and brand/PR.
- Build expansion playbooks for future verticals (groceries, parcels, transport, payments).
- Coach marketers to scale into multi-vertical product adoption as the super-app expands.
Requirements
- 4+ years in B2C marketing, ideally at startups, marketplaces, or food delivery platforms.
- Has marketed a B2C product with 100K+ monthly active users.
- Majority B2C background with B2C work in the last 5 years. No predominantly B2B profiles.
- Strong analytical skills with a track record of data-driven decision-making (CAC, retention, LTV, channel ROAS).
- Food delivery or marketplace platform experience strongly preferred: Deliveroo, Just Eat, Uber Eats, Wolt, or similar.
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Preferred Qualities and Skills (What We Like!)
- Extraordinary achievements in any field—from a national spelling bee to a competitive sport to a side project that took off. We value exceptional people.
- Experience launching new markets, especially in developing or international markets.
- Educational background in data science, statistics, or a quantitative field.
- A genuine desire to learn local context and tailor campaigns to each market.
- Partial or full relocation to Lagos is welcome but not required.
Benefits
- Equity: Guaranteed equity in Swoop’s global entity.
- Bonus: Execution-linked performance bonus pool tied to launch KPIs and growth milestones (5–20%).
- Fully accommodated work travel: For candidates wanting to relocate to Lagos, visa, travel, accommodation, and meals are completely covered.
- Impact: Founding ownership in scaling a funded super-app across Africa.
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