The Challenge

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.

The Process

My role as a Paid Marketing Manager at Jumia was as follows:

  • Manage paid online marketing channels (Facebook Ads, Google Ads, Display Partners…) for Jumia Travel & Jumia Pay reaching 8 African nations.
  • Formulate optimal paid online marketing strategies, manage keyword and channel search, competitor analysis, market research, and initiatives testing.
  • Allocate budgets across countries and channels based on performance and business goals.
  • Track key performance indicators (KPIs) and metrics across all accounts for assigned ventures.
  • Share reports with the top management and stakeholders.
  • Ensure effective execution across all paid online marketing channels.
  • Assess and evaluate the latest online marketing practices and methodologies, ensuring Jumia shows continuous improvement.
  • Identify and assess new opportunities, developing paid online marketing campaigns with particular emphasis on innovative solutions.
  • Work in close collaboration with Jumia’s marketing partners – including Google & Facebook.

The Solution

Skills Used

Paid Ads,Paid Ads,CRO,Marketing Strategy



Results by the numbers

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