Affliate Manager

Role title

Affliate Manager

Department

Commercial / Growth and Product Marketing

Location

Accra, Ghana, with travel to Complete Farmer operating markets as required

Grade

Manager-level individual contributor; final internal grade and band subject to the approved job-grading framework

Reports to

Chief Commercial Officer

Direct reports

None; leads cross-functional growth squads and initiatives through matrix authority

Role purpose and strategic context

PRIMARY MANDATE Own and implement the cross-functional growth plan that acquires, activates and retains the right buyers, growers and partners; accelerates trusted platform adoption; and maintains a healthy balance between verified demand and execution-ready supply across Complete Farmer markets.

Measurable business outcomes

Annual and quarterly numeric targets must be baselined and approved through the company strategy, commercial plan, product goals, market expansion plan, S&OP process and budget. The following outcomes define success and must be tracked by persona, market, crop, channel and cohort where relevant.

Detailed responsibilities

Growth strategy, planning and marketplace balance

Translate company strategy, approved commercial priorities, product goals and market plans into an annual and quarterly growth strategy with targets, assumptions, owners, budgets, dependencies, leading indicators and decision gates.

Build a marketplace growth model that links qualified buyer demand, verified grower supply, activation, retention, transaction conversion, capacity, unit economics and seasonality by market and crop.

Set persona-, market-, crop-, channel- and cohort-specific funnel targets that reconcile to the approved enterprise plan and do not double count users, demand, supply or transactions.

Identify the highest-leverage constraints to growth using quantitative and qualitative evidence and prioritize initiatives by expected impact, confidence, effort, strategic fit, economic value and control risk.

Maintain a balanced portfolio of acquisition, activation, adoption, retention, referral, reactivation and market-liquidity initiatives rather than concentrating effort on top-of-funnel volume.

Own the growth operating cadence and provide the CCO with a clear view of actuals, forecast, variance, causes, decisions, risks, recovery owners and deadlines.

Customer insight, segmentation and growth positioning

Define and continually refine priority buyer, grower, agent and partner segments using need, behaviour, economics, crop, geography, channel, readiness and value-potential evidence.

Build end-to-end journey and funnel maps that identify value moments, trust barriers, friction, drop-off, handoffs, offline dependencies and reasons users fail to adopt or return.

Run structured interviews, surveys, field observation, win/loss reviews, support analysis and behavioural analysis with Product, Sales, Field Operations and Customer Success.

Translate insight into clear segment-specific value propositions, proof points, messages, offers, onboarding paths and calls to action that remain accurate to the product and operating model.

Maintain a documented growth-insight repository and ensure new campaigns and experiments cite the evidence, user problem and expected behaviour they intend to change.

Buyer acquisition and demand growth

Partner with Sales and category owners to define qualified buyer profiles, buying triggers, priority markets, account clusters and demand-generation plays for Complete Farmer's target buyer segments.

Design and execute attributable buyer acquisition through approved digital, content, event, referral, partnership, outbound-enablement and account-based channels.

Build landing, education, proof, enquiry and onboarding journeys that convert target buyers into qualified opportunities while setting accurate expectations about supply, specifications, service and commercial process.

Measure channel and cohort quality through qualification, opportunity progression, conversion, transaction, repeat demand, sales-cycle time and economics, not marketing-qualified lead volume alone.

Work with Sales to diagnose pipeline leakage, improve handoff and follow-up SLAs, test nurture and reactivation sequences and document scalable demand-generation playbooks.

Do not publish or imply unapproved prices, supply availability, product capability, delivery commitments, quality claims or contractual terms.

Grower acquisition, activation and platform adoption

Partner with Field Operations, Agronomy and Product to define target grower cohorts, eligible crop/territory opportunities and the evidence required for registration, verification, mapping, activation and demand matching.

Design channel strategies across digital, assisted, agent, cooperative, community, partnership, IVR, USSD, SMS, WhatsApp and field touchpoints according to approved market capability and product readiness.

Optimize the path from awareness to verified participation by addressing trust, literacy, language, connectivity, identity, land-data, onboarding, training and perceived-value barriers.

Ensure acquisition partners and field teams use approved messages, consent, eligibility, attribution and evidence standards and that duplicate, ghost, inactive or unsupported records receive no growth credit.

Measure downstream quality through verification, mapped land, demand match, protocol or workflow adoption, productive use, retained participation, supply realization and farmer outcomes.

Coordinate targeted education, nudges, assisted adoption and reactivation for users who stall at high-value funnel stages, without substituting incentives for unresolved product or operating failures.

Lifecycle growth, retention, referral and reactivation

Define persona-specific lifecycle stages, activation events, health indicators, churn risks, next-best actions and re-engagement triggers with Product, Customer Success, Sales and Field Operations.

Build coordinated in-product and out-of-product journeys for onboarding, education, milestone completion, repeat use, crop-cycle continuity, cross-sell, referral and reactivation.

Segment communication and interventions by behaviour, crop cycle, value, readiness and risk rather than using undifferentiated broadcasts.

Diagnose retention and repeat-use gaps using cohort data, transaction history, complaints, user research and operational failure reasons; assign root causes to the accountable owner.

Design referral and advocacy mechanics with fraud, incentive, consent and quality controls, rewarding verified value rather than invitation volume.

Track whether incentives create durable behaviour after removal and stop programmes that attract low-quality users, encourage gaming or exceed approved economics.

Growth experiments and high-leverage growth hacks

Maintain a ranked experiment backlog with a defined user problem, hypothesis, target segment, intervention, success metric, guardrail, sample or exposure logic, cost, owner and decision date.

Run rapid but controlled tests across messaging, channel, onboarding, product prompts, offers, pricing presentation, partnerships, referrals, sales enablement and operational handoffs within approved authority.

Use appropriate experimental or quasi-experimental methods, baselines and comparison groups to distinguish incremental impact from seasonality, selection bias, channel overlap and normal commercial activity.

Protect users, brand, data, margin, quality and operations through pre-agreed stop conditions and do not scale a test until downstream quality and economics are understood.

Record results, limitations, segment effects, unintended consequences and scale/iterate/stop decisions, including failed experiments, in a searchable learning repository.

Convert winning experiments into documented playbooks, product requirements, standard journeys or channel programmes with accountable owners and ongoing performance monitoring.

Product-led growth and go-to-market execution

Partner with Product to define activation, meaningful use and retention events for each persona and ensure the event taxonomy reflects real marketplace value.

Quantify product friction and growth opportunities, write evidence-backed problem briefs and recommend roadmap or workflow changes without promising features or overriding Product prioritization.

Contribute segment, market, message, onboarding, education, channel, commercial and operational requirements to launch plans before development or release commitments are locked.

Own the cross-functional growth portion of go-to-market plans, including audience, proposition, channel, adoption journey, enablement, launch measurement and post-launch optimization.

Verify that releases are discoverable, understood and used by target cohorts; distinguish a shipped feature from successful adoption and escalate product or operating barriers early.

Build feedback loops that connect user behaviour, field insight, sales evidence and support issues to Product and connect release decisions back to Commercial and field teams.

Channel, partnership and campaign economics

Select and manage the approved channel mix using segment reach, trust, conversion, speed, downstream quality, attribution, cost and operational capacity rather than popularity or impressions.

Create clear campaign and partnership briefs with objective, audience, proposition, journey, creative requirements, budget, tracking, owner, SLA, control and decision criteria.

Develop growth partnerships with associations, cooperatives, ecosystems, distributors, institutions, platforms, referral sources and communities where they improve qualified access or trust.

Evaluate partner performance through verified users, activation, retention, transaction outcomes, economics, data quality and conduct; renegotiate, suspend or exit weak relationships through approved processes.

Control agency, media, event, incentive and partner spend against approved budgets, purchase and contracting rules; reconcile commitments and results with Finance.

Maintain channel saturation, fraud, duplication, brand, privacy and dependency controls and diversify acquisition where concentration creates material risk.

Growth analytics, attribution and performance visibility

Own the business definition of the growth funnel and partner with Product, Data, Finance and Commercial owners to maintain a governed metric dictionary and source-of-truth dashboard.

Define tracking requirements for campaigns, landing journeys, product events, assisted channels, referrals, partners and offline handoffs before launch and verify implementation after release.

Build dashboard views for acquisition, activation, adoption, retention, referral, reactivation, matching, transaction conversion, unit economics and experiment performance by relevant segment and cohort.

Use attribution models carefully, disclose limitations and triangulate platform, CRM, finance, field and experiment evidence before reallocating material spend.

Monitor data completeness, event health, identity resolution, duplicates, bot or fraud signals, latency and cross-system reconciliation and escalate material measurement failures.

Produce concise weekly and monthly growth narratives that explain what changed, why, commercial impact, confidence, decisions, learning and next action rather than reporting charts without interpretation.

Cross-functional execution, markets and operating discipline

Form and lead time-bound growth squads across Commercial, Product, Data, Field Operations, Agronomy, Customer Success, Brand, Finance and Supply Chain with explicit outcomes, decision rights and deadlines.

Represent growth in commercial planning, product planning, S&OP, launch and market reviews and ensure demand and supply initiatives are reconciled before execution.

Localize growth plays for each market using language, culture, trust, channel access, crop calendar, payment be