Marketing Specialist: Digital Growth & Acquisition at Old Mutual

Let's Write Africa's Story Together!

Old Mutual is a firm believer in the African opportunity and our diverse talent reflects this.

Job Description

The Digital Growth & Acquisition Lead owns the end-to-end growth engine for the Digital Channels platform (Old Mutual App, Web, and WhatsApp). This role exists to ensure the Digital Platform receives proportionate, dedicated marketing focus. The Lead translates Digital Channels Business Owner objectives into acquisition, activation, and adoption campaigns that drive app downloads, web registrations, platform usage, and feature adoption. The role also owns the Digital Platform brand CI execution within marketing, digital-specific lifecycle communications, and contributes to cross-platform demand orchestration.

Key Responsibilities:

• Translate Digital Channels Business Owner objectives into acquisition and adoption campaign strategies, channel plans, and quarterly execution roadmaps.
• Design and execute paid campaigns (search, social, display, programmatic) specifically targeting app downloads, web registrations, and platform engagement.
• Design and operate a dedicated feature awareness and adoption communication channel for the Digital Platform — ensuring new features, functionality launches, and platform updates receive structured marketing attention.
• Develop internal (adviser) and external (customer) communication streams for digital platform adoption, including structured email sequences, in-app notifications, and push campaigns.
• Own the Digital Platform lifecycle communication strategy: onboarding sequences for new app/web users, re-engagement for lapsing users, and feature adoption nudges.
• Translate the Digital Channels Customer Value Proposition into marketing positioning within Group Marketing brand guardrails and Digital CI standards.
• Ensure brand consistency across all Digital Platform marketing outputs, including AI-personalised and automated communications.
• Coordinate on organic content strategy, keyword ranking for Digital Platform terms, and technical SEO coordination with Technology/Engineering.
• Implement cross-channel attribution modelling for Digital Platform campaigns to prove true acquisition cost and incremental value.
• Conduct weekly optimisation and budget reallocation across Digital Platform paid channels.
• Report on Digital Platform growth performance (downloads, registrations, DAU, session depth, feature adoption) to the Digital Channels Business Owner monthly with commercial narrative.
• Contribute to unified demand generation planning to avoid cannibalisation between Rewards and Digital campaigns and leverage cross-promotion opportunities.

Required Skills & Experience:

• Tertiary qualification in Marketing, Digital Marketing, Commerce, or a related field.
• Minimum 5–7 years of experience in digital growth marketing, app marketing, or platform acquisition roles.
• Proven track record of driving measurable app download, registration, and engagement growth through paid and organic channels.
• Strong proficiency in Google Ads / SA360, Meta Business Suite, app install campaign platforms (Apple Search Ads, Google App Campaigns), and Google Analytics 4.
• Experience with mobile marketing, app store optimisation (ASO), and digital platform growth methodologies.
• Experience designing feature awareness and adoption campaigns for digital products.
• Commercial acumen: ability to translate platform usage metrics into business impact narratives for executive stakeholders.
• Strong proficiency with marketing automation platforms for lifecycle campaigns (e.g., Braze, Salesforce Marketing Cloud).
• Experience with audience segmentation, CDP activation, and cross-channel attribution modelling.
• Excellent written and verbal communication skills; ability to produce executive-level reporting with a commercial lens.

Preferred Experience:

• Financial services, fintech, or digital platform experience.
• Experience marketing to both consumer and intermediary (adviser) audiences for the same platform.
• Familiarity with AI-driven personalisation and how to incorporate NBA/chatbot outputs into marketing campaigns.
• Experience with in-app messaging, push notification strategy, and WhatsApp as a marketing channel.
• Exposure to product-led growth (PLG) methodologies and feature adoption frameworks.

Skills

Accounting, Action Planning, Adaptive Thinking, Agile Project Management, Brand Development, Budget Management, Commercial Acumen, Customer-Focused, Data Compilation, Evaluating Information, Executing Plans, Market Analysis, Media Management, Public Relations (PR) Management, Target Market Segmentation

Competencies

Action Oriented

Business Insight

Collaborates

Communicates Effectively

Cultivates Innovation

Drives Results

Ensures Accountability

Manages Complexity

Education

NQF Level 9 – Masters

Closing Date

15 May 2026 , 23:59

The appointment will be made from the designated group in line with the Employment Equity Plan of Old Mutual South Africa and the specific business unit in question.

The Old Mutual Story!