Head of Digital Growth

About the role

Lula builds fast, digital-first fintech tools that simplify cash flow management for South African SMEs. As Head of Digital Growth, you will scale customer acquisition profitably through digital channels, owning how Lula captures and converts demand online across paid media, organic search and GEO, website and the application journey. Success is measured by funded customers and disbursement value, not vanity metrics.

Key responsibilities

• Build and scale a profitable in-house paid media engine, taking over paid search from the UK agency and consultant within 3-6 months and owning all ad accounts, tracking and campaign data.
• Rebuild the paid media mix around unit economics, moving budgets to the highest marginal returns and setting up deep-funnel optimisation with approved and funded outcomes.
• Own paid, organic and GEO search as one system, including brand-term protection, and lead the SEO and GEO strategy, including in-house transition of remaining SEO agency work.
• Drive conversion and build the team, partnering with Product and Engineering on a robust experimentation program and shaping pre-qualification and onboarding.
• Lead weekly growth meetings with a unified funnel view, and work with Analytics on attribution, incrementality and geo-lift testing, and with Credit on approval outcomes.

Required profile

• 10+ years in digital or performance marketing, including 3-5 years leading teams.
• Track record of optimising to deep-funnel outcomes (approved or revenue-generating customers), ideally with offline conversion imports and value-based bidding.
• Experience in lending, fintech, financial services or another high-consideration category.
• Experience bringing agency work in-house or building a digital team from scratch.

Required skills

• Deep hands-on expertise in Google Ads and Microsoft Ads, strong working knowledge of Meta and others.
• SEO and conversion optimisation, ideally with product and engineering teams.
• Unit economics, payback and marginal return; GA4, Mixpanel, Snowflake or similar tools.