Head of Growth & Marketing (Startup Launch & Viral Growth)

About the role

Kulturee is looking for a Head of Growth & Marketing in Lagos to build its growth engine for a consumer-facing digital product focused on culture, travel and destination discovery. The role owns the launch strategy, brand positioning, user acquisition, activation, engagement, retention and international growth, with success measured by registered and active users, retention, referrals and sustainable growth rather than impressions or followers.

Key responsibilities

• Define and run the pre-launch, launch and post-launch strategy, including customer segments, channels, waitlists, early access and launch playbooks, together with product and engineering teams.
• Build a multi-channel user acquisition strategy (paid, organic, social, search, referral, creator and partnership) and optimise campaigns on Meta, Google and TikTok, tracking CPI, CAC and conversion rates.
• Design viral growth loops, referral and ambassador programmes, and partnerships with travel creators, influencers and destination communities.
• Lead brand strategy, creative direction, video storytelling and influencer collaborations, and lead creative agencies and partners where needed.
• Work with Product, Engineering and Analytics on activation, lifecycle marketing, re-engagement and retention, and run experiments to raise DAU and MAU.
• Identify and expand into international markets, localise campaigns and build market-entry playbooks.
• Own the growth measurement framework, KPIs and dashboards, and run A/B tests and growth experiments.
• Build and lead a growth and marketing team, set KPIs and manage external agencies and partners.

Required profile

• Bachelor's degree in Marketing, Business, Communications or a related field, or equivalent experience.
• At least 7 years of relevant experience, including at least 3 years in a growth leadership position.
• Demonstrated experience launching or scaling a consumer-facing digital product, app or startup, with proven user acquisition, activation and retention ownership.
• Experience managing performance marketing budgets and building growth funnels with analytics and experimentation.
• Highly desirable: previous growth leadership in TravelTech, marketplaces, social platforms or lifestyle apps, experience scaling across countries, familiarity with African markets and venture-backed startup experience.

Required skills

• Meta Ads, Google Ads, TikTok Ads and acquisition platforms
• Google Analytics 4, Firebase, Mixpanel, Amplitude or similar analytics tools
• Mobile measurement and attribution, CRM and lifecycle automation platforms
• CRO, A/B testing, growth funnel modelling and cohort analysis
• SEO, content distribution, referral systems, influencer marketing and growth budgeting