Paid Ads Specialist, NALA
4 days a week in office
African and Asia cross-border payments company
Be an early applicant
African and Asia cross-border payments company
101-200 employees
Be an early applicant
4 days a week in office
101-200 employees
Company mission
To increase economic opportunity on the African continent and for its diaspora around the world.
Role
Who you are
- 3–4+ years hands-on experience managing Paid Search campaigns in Google Ads, ideally for mobile/app-first B2C products
- Proven track record managing budgets of £50k+ per month, with direct responsibility for optimising against performance metrics (CPA, ROAS, CTR)
- Experience running campaigns across multiple geographies, tailoring creative and keyword strategies to local markets
- Familiar with automation tools and able to implement or maintain basic Google Ads Scripts
- Strong analytical skills—you can interpret performance data and translate it into clear insights and next steps
- Experience contributing to A/B tests or growth experiments, ideally including landing page variants or funnel optimisations
- Comfortable using tools like Looker Studio, Adjust, Google Sheets, and similar for reporting and analysis
- Enthusiastic, self-motivated, and eager to learn—able to operate with light supervision in a fast-paced team
What the job involves
- We’re hiring a Paid Ads Specialist – Search to help scale our performance marketing across Google Ads and related platforms. You’ll work closely with our Paid Ads Lead and wider Growth team to manage search campaigns across countries, optimise budget allocation, and run high-impact experiments
- This is a hands-on role with growing ownership and room to expand your remit as performance improves. You’ll be directly responsible for managing paid search campaigns across multiple markets, using data to drive decisions, and helping us acquire high-value users at scale
- You’ll thrive here if you're passionate about the details: whether it’s nailing a responsive search ad variation, setting up automation scripts, or refining your negative keyword lists. You’ll have the opportunity to grow your impact quickly and take on bigger strategic challenges over time
- 🎯 Your Responsibilities in this Role
- Manage day-to-day operations across Paid Search (primarily Google Ads), including campaign builds, creative testing, optimisations, and budget pacing
- Continuously test and refine campaigns to improve key metrics like CPA and ROAS, with an eye on both efficiency and volume
- Monitor campaign performance and trends, delivering clear weekly reports and recommendations to the Paid Ads Lead and Growth team
- Leverage Google Ads Scripts and platform automations to streamline workflows, catch anomalies, and reduce manual effort
- Assist in cross-functional projects (e.g., landing page testing, attribution improvements) in partnership with Product, Design, and Data teams
- Support budgeting, forecasting, and performance analysis across countries and user segments
- Contribute to idea generation for new experiments, keyword expansion, audience strategies, and campaign structures
- Success in the Role Looks Like
- 3-Month Success Goals
- Fully onboarded into NALA’s paid search and attribution stack (Google Ads, Adjust, Looker Studio, etc.)
- Completed an audit of active search campaigns, providing clear recommendations for optimisation
- Launched at least two structured A/B tests (e.g., ad copy, bidding strategies, audience segments)
- Delivered weekly performance reporting with actionable insight to the Paid Ads Lead and Growth team
- Begun implementing basic Google Ads Scripts or automation rules to streamline daily management
- 6-Month Success Goals
- Independently manage and optimise all Paid Search campaigns, including geo-specific budget allocation
- Deliver consistent improvements in CPA, ROAS, and CTR through testing and iteration
- Run or support cross-functional tests (e.g., landing page variants, attribution tests) in collaboration with Product and Data
- Build or contribute to a search channel reporting framework, enabling clean tracking of spend, pacing, and performance
- Proactively identify new growth opportunities—keywords, markets, or automation plays—with growing autonomy
Application process
- You will need to first submit your application through our ATS Workable. There is no need to submit a Cover Letter
- If successful you will be selected for our interview process which has 3 stages:
- [30mins] Interview with the Talent Team
- In this stage we want to get to know you a bit more and follow up on your experience and motivations. The best preparation would be to really know why you applied for the role (i.e. your application questions)
- [1hour] Interview with the Head of Strategic Initiatives
- In this stage, we want to get to know you and your experience deeply and we will focus closely on your experience as detailed on your CV. The best preparation is to just know what's on your CV really well 👍
- Assessment and assessment review interview
- We will want to test your operational nous via a short exercise involving a fictitious task that could happen in the role
- The Head of Strategic Initiatives will go through your submission with you, allowing time for you to present and field questions related to the task
- [45mins] Leadership Interview(s)
- The final interview will be with one of our founders, focusing on your motivation for the role and will be a great opportunity to ask any questions you have about the business
Salary benchmarks
Our take
As global enterprise has become more interwoven, and Africa grows as an economic powerhouse, financial infrastructure has failed to keep pace with growing demand. Nala is providing the financial services to meet that gap.
The company started in Tanzania as a consumer payments aggregator and has used that platform to launch a remittance business rooted in its connections with East Africa, driving down the eye-watering 10% fees for its diaspora userbase.
The FinTech startup is now looking to double down on the lucrative remittance business, onboarding more users in its newly licensed areas: the U.S. and France.
While NALA has had some success with the products its built so far, the true test for the company will be navigating the deeply complicated international infrastructure necessary for an international payments platform, all while retaining their consumer-friendly credentials.
Steph
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (last 2 of 5 rounds)
Jul 2024
$40m
SERIES A
Jan 2022
$10m
SEED
Total funding: $50.3m
Company benefits
- 35 Days Off: Enjoy an amazing 35 days of holidays to unwind and explore (this includes bank holidays)
- Learning Budget: Fuel your growth with $1000 annually for learning and development.
- Competitive Equity Offer
- Global Workspace: Get access to WeWork locations worldwide.
- Birthday Leave: Celebrate your special day with a bonus day off to take off in that month
- Enhanced Parental Leave - We offer 16 weeks full pay for the primary care giver and 4 week full pay for the secondary caregiver.
- If you're in London we have hybrid Working: We work 4 days a week in the office (Mon, Wed, Thur + Fri)
- Sarabi: Themed snacks and Friday lunch with a focus on building great working relationships with the team in our London office
- Monthly Socials: Join fun social events every month for great times
- Free Coffee: Enjoy barista-style coffee at your fingertips.
Company values
- 🔥 Customers First, Always We build NALA for our customers and not anyone else. This means whether you are in Sales, Marketing, Engineering or Finance, everyone needs to understand who our customers are, what problems we are solving and how we are competitive in the market.
- 🥇 Here to Win This is a competitive space and so we understand that the stakes are high. The prize is a huge, both in terms of monetary gain and personal achievement. Everyone at NALA comes into the company knowing what we are competing for.
- 🚄 Speed Wins Execution is the only defence. We prioritise doing and interating over agonising and waiting for “perfect”. When we ship new products and features, we learn about how this helps our customers which informs the second iteration.
- 🧠 Understand Why We ask why until we know the fundamental truth and insight that drives decision making. Through speaking to customers and deeply understanding our work, we are able to deliver game changing solutions for our customers.
Company HQ
Canary Wharf, London, UK
Articles
Leadership
Benjamin Fernandes
(CEO)A Tanzanian entrepreneur and former TV Presenter. Benjamin has spent time working in the Financial Services and Digital teams of the Bill & Melinda Gates Foundation. Also attended the Stanford School of Business and the Harvard School of Government.
Nicolas Esteves
(CTO + Co-Founder)Grew up in West Africa and brings 12 years of fintech experience including time spent building Osper and Monzo. Today Nicolas leads our engineering, data and fraud teams.
Nicolai Eddy
(COO + Co-Founder)Joined from Morningstar's quantitative index portfolios team. Nicolai, is based in our Nairobi office and leads our Rafiki business as well as treasury, finance, operations, and country teams.
Diversity, Equity & Inclusion at NALA
- At NALA we value ambition, speed and outcomes but never at the expense of respect. Our global team spans 30+ countries with many ethnicities, beliefs, backgrounds and ways of life. It is this diversity of thought and experience that allows us to drive innovative solutions amidst the competitive world of cross boarder payments.
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