Key Responsibilities

1. Strategy & Planning

- Develop monthly content calendars for both brands across all platforms
- Build platform-specific strategies (Google, Meta, TikTok) aligned to each brand's audience and geography
- Define KPIs for organic reach, paid performance, engagement, and conversion
- Conduct competitor and audience research every quarter

1. Paid Advertising (Performance Marketing)

- Plan, execute, and optimize paid campaigns on Google Ads, Facebook/Instagram Ads, and TikTok Ads
- Manage ad budgets, bidding strategies, and A/B testing of creatives and copy
- Track ROAS, CPL, CPC, CTR and report weekly to Founder
- Set up retargeting and build audience segmentation frameworks

1. Content Creation & Management

- Brief, direct, or personally create content graphics, short-form video (Reels/TikTok), and copy
- Coordinate with photographers/videographers for shoots when needed
- Ensure all content is on-brand, compliant, and appropriately localized (Ghana/Nigeria context for AJ Wellness)
- Respond to DMs, comments, and reviews within 24 hours

1. Analytics & Reporting

- Maintain a weekly performance dashboard shared with Founder
- Produce monthly report covering organic growth, paid ROI, and top/bottom performing content
- Use Meta Business Suite, Google Analytics, TikTok Ads Manager as primary tools

Skills & Experience Required

Must Have

- Minimum 5 years of social media management experience with proven, measurable paid ad results
- Certifications (any of): At least one recognised certification required




- Meta Certified Digital Marketing Associate or Meta Media Buying Professional
- Google Ads Certification (Search, Display, or Video)
- TikTok Ads Academy Certification
- HubSpot Social Media Marketing Certification
- Hands-on proficiency with Meta Ads Manager, Google Ads, and TikTok Ads Manager
- Basic graphic design (Canva at minimum; Adobe Photoshop/Illustrator preferred)
- Short-form video editing (CapCut, Reels editor, TikTok native tools)
- Robust copywriting skills persuasive, clear, and brand-appropriate
- Data literacy can read campaign dashboards and make decisions from numbers

Good to Have

- Experience marketing to African or diaspora consumer audiences
- Understanding of the health, wellness, or nutraceutical product category
- F&B; or hospitality content experience
- Basic knowledge of SEO and Google Business Profile management

What This Person Must NOT Be This role requires accountability for results, not just activity.

Someone who only 'posts content' without owning performance outcomes A designer who outsources all strategy to someone else

Someone who needs hand-holding on platforms they claim to know

Someone who inflates vanity metrics (likes, followers) over business results

Hiring Recommendation For a dual-brand role spanning two different markets (West Africa FMCG vs. local F&B;), require a paid 30-day trial project before full-time commitment. Ask shortlisted candidates to audit one brand's current social presence and present a 60-day strategy. This will immediately separate genuine performers from resume-fluffed candidates.

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