Head of Growth

Role Overview

Swoop, founded by Thiel Fellow Aubrey Niederhoffer, recently raised a $7.3M seed round—the largest ever by an African consumer startup—to build an African super-app, starting with food delivery. Backed by Long Journey, Variant, Version One, Soma Capital, and Dune Ventures, Swoop is already the largest food delivery provider in Eswatini and is scaling rapidly across the continent.

We’re looking for a Founding Head of Growth based in Lagos to own our marketing budget and strategy end to end—across digital advertising, store-driven growth, OOH, and emerging channels. You’ll work directly with our CEO and local marketing teams on the ground. This is a hands-on founding role at a rapidly growing company operating in your market.

Key Responsibilities

• Market Entry & Go-to-Market Strategy: Build and execute go-to-market and expansion marketing strategy for Nigeria, starting with food delivery and expanding to multiple verticals. Refine target customer segments, positioning, channel mix, and launch phases by city and demographic node. Deliver weekly synthesized insights on customer behavior, pricing psychology, and channel efficacy.
• Brand, Positioning & Restaurant Partner Marketing: Craft messaging frameworks, brand voice guidelines, and campaign narratives tailored to Nigerian consumers. Partner with top restaurants to co-market Swoop’s benefits, onboarding incentives, and category leadership. Build partner campaigns and onboarding assets that scale restaurant acquisition.
• Growth, Demand Generation & Campaign Execution: Scale customer acquisition across digital (social, search, creator partnerships), field marketing, promotions, referrals, and experiential activations. Design and run high-velocity campaigns: food creator partnerships, ambassador networks, flash delivery events, and boundary-pushing launch activations in Lagos. Own app install funnels, attribution, CAC, and channel ROAS. Build and operate referral, loyalty, CRM, and lifecycle marketing systems (WhatsApp, push, email).
• Marketing P&L & Analytics: Own and manage monthly marketing budget, forecasts, and profitability contribution. Track CAC, orders, GMV uplift, retention, activation, and channel performance. Drive KPI improvements across order volume, active users, retention, referral contribution, and conversion.
• Team Building & Expansion: Hire and lead a lean, high-performing marketing team on the ground spanning content, performance marketing, field activations, partnerships, and brand/PR. Build expansion playbooks for future verticals (groceries, parcels, transport, payments). Coach marketers to scale into multi-vertical product adoption as the super-app expands.

Requirements

• 4+ years in B2C marketing at a startup, marketplace, or food delivery platform. B2C experience only.
• Has marketed a B2C product with 100K+ monthly active users.
• Majority B2C background with B2C work in the last 5 years. No predominantly B2B profiles.
• Strong analytical skills with a track record of data-driven decision-making (CAC, retention, LTV, channel ROAS).
• Strong English proficiency: fluent working and communication.
• Food delivery, fintech, or consumer platform experience in Nigeria or Africa strongly preferred: Glovo, Chowdeck, Jumia, OPay, Bolt Food, Moniepoint, or similar.

Preferred Qualities and Skills (What We Like!)

• Extraordinary achievements in any field—from a national competition to a competitive sport to a side project that took off. We value exceptional people.
• Deep understanding of Lagos consumer behavior, cultural messaging, and local media channels.
• Educational background in data science, statistics, or a quantitative field.
• Experience with cash-on-delivery markets, mobile-money payment adoption, or price-sensitive consumer segments.
• Track record of high-velocity campaign execution in the Nigerian market.

Benefits

• Equity: Guaranteed equity in Swoop’s global entity.
• Bonus: Execution-linked performance bonus pool tied to launch KPIs and growth milestones (5–20%).
• Fully accommodated: Visa, travel, accommodation, and meals are completely covered for relocating candidates.
• Impact: Founding ownership in scaling a funded super-app across Africa.