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As a member of Jumia Group central marketing team, I was in charge of paid online marketing channels (Google Ads, Facebook Ads, Display Partners...) for Jumia Travel & Jumia Pay reaching 8 African nations.
The main objective was to grow the net merchandising value of the business by acquiring new clients with respect to the agreed-upon budget and cost of acquisition.
One of the challenges we faced as a team is scaling the net merchandising value of Jumia Flights while we were transitioning from a third-party white-label platform to our own platform. This involved restructuring our main acquisition channel (Google Ads) and working closely with the product and data marketing teams to make sure we have the most competitive rates to scale the business.
My role as a Paid Marketing Manager at Jumia was as follows:
Paid Ads,Paid Ads,CRO,Marketing Strategy
Technology
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Managed their Google Ads and Amazon ads accounts. Google performed well for them. We were able to drive revenue at about a 600-800% ROAS depending on seasonality. Toward the holidays, we could really ramp up and even see higher ROAS.
Overall, they were happy w/ performance but unfortunately had to cut budgets in late 2020 due to covid/supply chain issues.
Tech Checks is a check printing service that competes against high profile brands such as QuickBooks, Deluxe, and VistaPrint. Tech Checks needed a firm that can help them promote to their target audience their value and vastly superior processing times. Retaining customers was also a huge challenge, as many of their customers ordered one time from them and never returned to reorder.
Client has a long sales cycle on their products, as they are promotional product brands. This makes it challenging to measure the true ROI. A lead that does a quick chat could be worth thousands of dollars more than a $100 ecommerce sale. While ePromos had some rudimentary tracking in place to see the value per lead; they still didn't have true visibility or integration into their ad accounts to optimize towards process.
