Senior Marketing Manager

Role Overview

The Senior Marketing Manager will combine growth marketing, travel-industry knowledge, commercial judgment, customer insight, and strong local-market execution to drive Wakanow's marketing performance. The role extends beyond advertising to directly influence bookings, revenue, margin, repeat purchases, supplier relationships, and customer trust.

Key Responsibilities

• Develop an annual and quarterly marketing strategy aligned with booking volume, revenue, margin, customer acquisition, and brand objectives.

• Plan, launch, and optimize performance marketing campaigns across Google, Meta, TikTok, YouTube, display, affiliates, and other relevant channels.

• Apply strong knowledge of flight, hotel, holiday package, visa, airport-transfer, travel-insurance, and corporate-travel products, including their buying cycles and margins, to marketing decisions.

• Build campaigns around Nigerian consumer and cultural insight — local travel motivations, price sensitivity, regional differences, religious and school-holiday periods, diaspora travel, and trust concerns.

• Own the full customer acquisition and conversion funnel, from awareness through search, payment, confirmation, travel, and post-trip retention.

• Use GA4, CRM data, attribution tools, dashboards, cohort analysis, and booking data to evaluate and report on marketing effectiveness.

• Balance booking growth with gross margin, supplier commission, promotional costs, cancelations, refunds, and customer lifetime value.

• Build segmented email, SMS, WhatsApp, push-notification, and remarketing journeys for abandoned searches, upcoming trips, repeat bookings, and win-back campaigns.

• Lead credible, persuasive content on destinations, fares, hotels, travel requirements, safety, and travel planning, maintaining a consistent brand voice across all channels.

• Oversee social media and community management, including creator partnerships and timely response to public complaints or questions.

• Understand Nigerian digital payment behavior — cards, bank transfers, USSD, wallets, installment options, and payment-provider workflows — and design campaigns and checkout messaging that reduce payment friction.

• Build co-marketing partnerships with airlines, hotels, banks, fintechs, telcos, travel creators, employers, universities, and tourism organizations.

• Improve SEO and organic visibility for high-intent searches such as flights from Nigeria, hotel destinations, visa-related travel, and holiday packages.

• Manage customer trust, reputation, and crisis communication on prices, availability, refunds, cancellations, visa limitations, airline changes, and service disruptions.

• Work effectively with booking engines, CRM platforms, CDPs, analytics tools, pixels, APIs, marketing automation, and experimentation systems.

• Lead internal specialists, creative teams, media agencies, vendors, and cross-functional stakeholders in product, sales, finance, and customer service.

• Allocate and manage budget by channel, season, product, and audience, controlling waste and documenting test-and-learn decisions.

• Work with legal and operational teams to ensure advertising, customer-data use, pricing claims, promotions, and travel information remain responsible and compliant.

• Negotiate better commercial terms, promotional support, inventory, creative assets, and campaign cooperation from suppliers and partners.

• Adapt quickly to exchange-rate pressure, airfare changes, supply disruptions, payment failures, platform changes, and sudden demand shifts.

Requirements

• Proven experience in OTA, airline, hotel, or e-commerce marketing.

• Demonstrated performance-marketing and customer-acquisition results.

• Strong marketing analytics, attribution, and dashboard skills.

• Deep understanding of Nigerian consumers and digital behaviour.

• CRM, retention, and lifecycle-marketing capability.

• Commercial understanding of margin, revenue, and customer lifetime value.

• Experience with partnerships, affiliates, influencers, or travel suppliers.

• Excellent communication, crisis management, and reputation-management skills.

• Ability to lead teams, agencies, and cross-functional projects.

• A test-and-learn mindset with high execution speed.