Digital Media Strategy Consultant (Part-Time / Fractional)

Job Purpose

The Digital Media Strategy Consultant will provide strategic and technical leadership across paid digital media campaigns, with a strong focus on B2B demand generation. This role is responsible for defining high-performance media strategies, guiding execution teams, and ensuring optimal campaign performance across LinkedIn, Meta, and Google platforms. The consultant will work closely with Account Managers and mentor a Junior Digital Media Specialist to drive measurable results across a Pan-African client portfolio.

Key Responsibilities

Paid Media Strategy & Leadership

• Define and guide digital media strategies across LinkedIn, Meta, and Google Ads platforms
• Drive full-funnel B2B demand generation strategies focused on lead quality and conversion
• Provide technical oversight, focusing on strategy rather than day-to-day execution

Media Buying & Campaign Structure Guidance

• Advise on campaign architecture, budget allocation, bidding strategies, and pacing
• Ensure adherence to platform-specific best practices and optimization frameworks

Audience & Targeting Strategy

• Develop advanced targeting approaches including ABM (Account-Based Marketing), lookalike audiences, and retargeting strategies
• Guide segmentation strategies aligned to B2B customer journeys

Conversion Tracking & Analytics

• Ensure proper setup and governance of pixels, tags, conversion events, and attribution models
• Oversee measurement frameworks and reporting accuracy

Funnel Optimization

• Provide strategic direction on landing pages, lead capture mechanisms, and qualification flows
• Optimize user journeys to improve conversion rates and lead quality

Performance Analysis & Reporting

• Conduct strategic campaign reviews and provide clear, actionable optimization recommendations
• Translate complex data into insights that inform business decisions

Governance & Best Practices

• Establish and document digital media frameworks, templates, and compliance standards
• Ensure consistency and quality across campaigns and clients

Mentorship & Quality Assurance

• Provide technical mentorship and guidance to a Junior Digital Media Specialist
• Support team capability building and ensure quality assurance across deliverables

Requirements

Experience & Expertise

• Minimum 7+ years of experience in digital media, performance marketing, or paid media strategy
• Proven expertise in LinkedIn Ads, Meta Ads, and Google Ads platforms
• Strong background in B2B lead generation and demand generation strategies
• Demonstrated experience in conversion tracking, analytics, and attribution modeling
• Experience working in agency or multi-client environments across diverse industries
• Experience in using AI tools to analyse data and generate reports

Technical Skills

• Advanced understanding of campaign optimization, targeting, and media buying strategies
• Proficiency in analytics tools and reporting platforms
• Strong grasp of full-funnel marketing and performance measurement

Core Competencies

• Strategic Thinking: Ability to design scalable, results-driven media strategies
• Data Storytelling: Translate complex data into actionable insights and recommendations
• Leadership & Mentorship: Guide and develop junior team members effectively
• Collaboration: Work cross-functionally with account teams and stakeholders
• Governance & Structure: Establish frameworks, standards, and best practices at scale
• Attention to Detail: Ensure precision in tracking, reporting, and campaign strategy

Working Arrangement & Offer

• Part-time, fractional consultancy role (not day-to-day account management)
• Minimum 10 hours per week in-office in Nairobi; flexible scheduling for remaining hours
• Opportunity to lead digital strategy across a Pan-African client portfolio
• Work with leading global brands in the technology and energy sectors
• Competitive consultancy rate with performance-based bonus