Website Shamiri Institute
Our mission is to provide youths, in Sub-Saharan Africa (SSA) and beyond, with evidence-based tools to improve their life outcomes. We believe in a world where youth, anywhere, can actualize their life outcomes. Founded at Harvard and launched in Kenya in 2018, we combine rigorous social science … read moreresearch with deep contextual knowledge of the education and mental healthcare space in SSA and beyond. Since 2018, we've deployed 400 interventions to more than 1600 youths in 10 schools in Kenya. Rigorous gold-standard field experiments show our model works: our intervention reduces depression and anxiety and improves peer relationships and academic performance. In a region where half the population is 19 or younger, our potential for impact is immense. In 2021, we are delivering our in-person group-based intervention, Project Thrive!, to 5,000 students across 25 schools, and delivering our digital intervention, Thrive! Online, to 100,000 Kenyan youths.
The Marketing & Analytics Lead drives demand generation, growth, and market intelligence across Shamiri’s offerings by owning marketing strategy, performance analytics, and growth experiments. The role applies rigorous, data-driven marketing practices to expand reach, conversion, and revenue across B2B, B2C, and institutional audiences.
Roles and Responsibilities
Growth Marketing Strategy and Execution
Own end-to-end marketing strategy across Shamiri offerings, including:
clinics (B2C, B2B)
Academy and training programs
digital and technology-enabled products
institutional partnerships
Translate organizational priorities into channel-specific growth plans
Design and execute campaigns across paid, owned, and earned channels
Manage messaging and positioning from a demand-generation perspective (distinct from brand communications)
Demand Generation and Funnel Ownership
Own the full marketing funnel: awareness, lead generation, qualification, and conversion
Define target segments, personas, and value propositions
Collaborate with Business Development and Partnerships teams to align marketing with sales and outreach
Optimize landing pages, email campaigns, content funnels, and conversion flows
Marketing Analytics and Performance Measurement
Define and track core growth metrics (CAC, LTV proxies, conversion rates, pipeline velocity).
Build and maintain dashboards that track:
campaign performance
channel ROI
funnel drop-offs
audience growth
Use data to inform budget allocation and channel prioritization
Produce regular performance reports with clear insights and recommendations
Growth Experiments and Optimization
Design and run structured growth experiments (A/B tests, pilots, channel tests)
Test messaging, pricing signals, channels, and onboarding flows
Document learnings and feed insights into broader growth strategy
Work with Tech and Data teams to instrument tracking where needed
Market and Customer Intelligence
Conduct market research and segmentation analysis
Track competitor activity, benchmarks, and trends
Gather and synthesize user feedback and behavioral data
Develop clear market insights to support strategic decisions
Business Development and Revenue Support
Support Business Development and Academy teams with:
lead lists and targeting
market sizing and prioritization
pitch and outreach data
Collaborate on go-to-market strategies for new offerings
Support pricing and packaging analysis where relevant
Systems, Tools and Workflow
Own marketing systems, including CRM, email tools, analytics platforms
Ensure clean data capture and reporting
Establish disciplined workflows for campaign planning, execution, and review
Coordinate with the Communications and Creative teams for asset production
Ownership of Outputs and Accountability
Growth and performance of marketing funnels
Lead generation and conversion metrics
Campaign plans, execution, and performance reports
Market and customer insights
Dashboards and analytical outputs
Growth experiment design and results
Key Competencies
Strong analytical skills. Comfortable with data, metrics, and performance reporting
Ability to translate insights into clear strategic recommendations
Familiarity with CRM systems, email marketing tools, and analytics platforms (e.g. Google Analytics, HubSpot)
Excellent written and verbal communication
Strong project management and systems thinking
Collaborative, with the ability to work across Business Development, product, and creative teams
Qualifications
Bachelor’s degree in Marketing, Business, Communications, or a related field
3–5 years in growth marketing, performance marketing, or a closely related role
Proven experience managing marketing funnels, from awareness through conversion
Experience building dashboards and tracking campaign performance metrics
Hands-on experience running growth experiments (A/B testing, channel pilots)
Prior experience in an NGO, social enterprise, or mission-driven organization
Exposure to B2B and B2C audiences is an advantage
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