Digital Marketing & User Insights Officer

Department   Marketing

• Performance & Growth  Experience Level   3+ years  Location   Addis Ababa    Role Overview     We are looking for a data-driven Digital Marketing & User Insights officer to help the marketing team better understand how users interact with our digital products and campaigns.  This role focuses on analyzing user behavior, identifying engagement patterns, and supporting marketing strategies based on data insights. The successful candidate will help the team understand how different user segments interact with various products or features and translate those insights into actionable marketing decisions that improve engagement, retention, and growth.    Key Responsibilities     User Behavior Analysis     Analyze user activity across digital platforms to identify engagement patterns and trends.  Segment users based on behavior, usage frequency, and product interaction.  Identify differences in behavior between new users, returning users, and high-frequency users.    Campaign Performance Tracking     Track and evaluate performance of digital marketing campaigns across multiple channels.  Measure key metrics such as acquisition, activation, engagement, and retention.  Support optimization of marketing campaigns based on performance data.    Customer Segmentation     Develop and maintain user segments based on behavioral data and engagement patterns.  Identify high-value users and opportunities to improve repeat usage.    Reporting & Insights     Prepare regular reports on user behavior, product engagement, and campaign effectiveness.  Translate data into actionable insights for marketing and product teams.  Support data-driven decision making across marketing initiatives.