Andela is a network of technology leaders dedicated to advancing human potential. We help companies build high-performing distributed engineering teams by investing in Africa’s most talented software developers. Based in NYC, SF, Lagos, Nairobi, and Kampala, Andela is catalyzing the growth of tech ecosystems across the African continent while solving the global technical talent shortage.


The role:

Truth be told, the majority of Andela’s growth to date has come from amazing PR, word of mouth, and a small, but growing outbound sales team. We want to quickly turn that around and transform into a truly agile inbound engine. What this means for this role is someone who is willing to take on the challenge of owning and making it the primary point of conversion for professional and aspiring developers to learn more about our business.

Our expectation is that you’ll develop a foundational strategy for online channel acquisition campaigns and evolve our digital playbooks. The ideal candidate is an experienced marketing professional who is familiar with all aspects of online demand generation and can act as a true partner to our growing marketing function. Ideally you’ll have worked within a fast-paced, growth company where you have a proven track record of meeting and surpassing KPI’s. The notion of triple digit growth doesn’t scare you; it excites you.

Other things in your background that will help you be successful in this role:

  • Experience supporting a two-sided marketplace (in this role you’ll be tasked with thinking about demand gen in both the United States and the African continent)
  • An understanding of the technical hiring landscape (you’ll be dreaming about keywords like “hiring developers” and “hire android engineers”)
  • Experience marketing to developers / technical leaders
  • A love for mentoring and coaching individual contributors who are eager to learn about digital marketing

These aren’t requirements, but your learning velocity and ability to understand the market dynamics will be critical in your first few weeks. While we do have an on-boarding process, there’s very little in the way of playbooks and process you’ll be inheriting, mostly because your job will be to create it.


In the first 30 days you will:

  • Take ownership of We’re relaunching at the beginning of Q3. Once this next iteration of the site launches, we expect you to run with it. Understand the userflows, help guide the editorial strategy, get into a steady cadence of on-site optimization, and partner with design and tech teams to help you make your recommendations come to life.


In the first 90 days you will:

  • Develop and manage campaigns that put the marketing team in a position to hit our Q3 and Q4 pipeline targets (our team KPI is MQLs, but we’re transitioning to ABM/ABS and so a blended, multi-channel attribution model is something we’ll need to develop soon)  
  • Create marketing playbooks that put us in the best possible position to deliver results in a measurable, integrated way
  • Some questions you’ll have to answer or create a POV on:
    • What current channels are most effective and what else should we be testing?
    • The technical audience we’re marketing to is a savvy-consumer skeptical of advertising. Are we even making the right investments to reach this audience?
    • How can our paid media efforts help evolve our product messaging?
    • How should we manage and measure our acquisition programs across 4 different markets and how should we think about staffing and budget as a result?


Success in the first year:

  • There’s a clear story across the organization with regards to how the marketing team impacts the bottom line
  • We’ve made progress going from mostly outbound to inbound
  • When it comes to time to do Q4 budget planning, there’s a clear sense of where we need to double down on investments and how to hire in order to achieve growth in 2019
  • Marketing is seen within the organization as a high performing team with clear KPI’s and articulated career growth & progression for all team members

The challenge:

Despite the rising demand for technical talent, companies are still resorting to traditional tactics like job listings and recruiting agencies to find developers. We have to convince technical hiring managers that a full-time remote developer working in Africa can do the job just as well, if not better.

Andela is not a school. We’re not an outsourcing agency. We’re not a non-profit. We’re selling perspective - a different way to hire and evaluate technical talent - and the belief that when diverse teams come together to build software, the possibilities are endless.

If you’re excited about telling this story and all of the market challenges that come with it, we’d love to speak with you.

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