About the Team
Our goal is to make our platform the default creative and design application across the MENAP region and one of the most beloved brands locally. We see a major opportunity for expansion if our regional strategy is executed effectively, and this role will be a core part of that effort. The International Growth Marketing team is an entrepreneurial, cross‑functional group that turns bold strategy into culturally relevant execution.
The team works closely with Product, Brand, Communications/PR, Partnerships, Education, Creator/Community, and Sales to build momentum through earned media, scale successful programs across countries, and maximise impact with limited resources.
About the Role
As Growth Marketing Lead for MENAP, you will lead integrated brand and adoption programs across the region, shaping narratives, launching high-impact campaigns, and building partnerships that expand reach. You will collaborate closely with marketing leadership across global regions to develop shared playbooks, coordinate multi-country launches, and exchange best practices. Your focus will be regional brand awareness and product adoption: driving awareness, consideration, preference, and organic usage through PR and communications, creator/influencer programs, social and content, community initiatives, partnerships, events/activations, and lifecycle/CRM marketing. Paid media will support these efforts when needed but will not be the primary driver. You will also measure success across brand and growth metrics (brand lift, share of voice, incremental reach, monthly active users) and bring insights from the region back to global teams.
What You'll Do
- Own the MENAP brand and marketing strategy, including regional strategy and country-specific playbooks that balance long-term brand building with short-term growth initiatives.
- Launch integrated campaigns at scale with lean budgets across brand, content, social, PR/communications, community, influencer programs, partnerships, lifecycle/CRM, events, and owned channels.
- Lead major national and multi-country launches, crafting narratives, writing creative briefs, guiding creative development, and localising campaigns for cultural nuance through regional partners.
- Drive earned-media momentum through PR moments, creator challenges, social storytelling, and community initiatives.
- Establish partnerships with platforms, telecommunications providers, marketplaces, education institutions, public sector organisations, media networks, and creator ecosystems to expand reach.
- Build and mentor a small high-impact team, managing a mix of full-time staff, agencies, and freelancers while maintaining strong creative standards.
- Define measurement frameworks beyond last-click attribution, covering brand health, organic growth, and campaign effectiveness.
- Document successful initiatives and create playbooks and templates to scale programs efficiently across MENAP markets.
- Serve as a regional advocate and spokesperson when required, sharing market insights and customer feedback with global teams to inform product and marketing strategy.
- Operate with a founder-like mindset: set goals, manage budgets, prioritise ruthlessly, and remain hands-on in campaign execution.
What You'll Bring
- 10+ years of experience across brand, integrated, and go-to-market marketing, including experience in startup or scale-up environments and leading national or international campaigns.
- Demonstrated ability to build strong brands with limited budgets through creative partnerships, earned media, and innovative marketing approaches.
- Hands‑on marketing experience across multiple MENAP markets with a strong understanding of cultural nuance and local storytelling.
- Strong analytical judgement and familiarity with brand measurement, uplift studies, and marketing attribution frameworks.
- Experience building and mentoring high-performing teams and managing agencies and creators.
- Ability to collaborate cross-functionally with product, communications, partnerships, community, and performance marketing teams.
- Excellent written and verbal communication in English; Arabic, Urdu, or another MENAP language is an advantage.
- Willingness to travel across the region for key launches, partnerships, and market development activities.
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