The role in brief

The Manager, Offline Growth will build and own MoKo’s offline lead acquisition strategy — taking handoff from the CGO on key partnerships and running all three initiatives end-to-end. This is an execution-first role: you will manage external partner relationships, run field activations at residential estates, and build the operational infrastructure that makes offline channels measurable and scalable.

You will be accountable for generating a consistent, growing flow of high-intent leads into MoKo’s online sales funnel — with clear attribution, competitive cost per acquisition, and a reporting rhythm that gives leadership full visibility into what’s working.

Key Responsibilities

Partner Relationship Management (35%)

You own every external relationship within your three channels — troubleshooting, managing day-to-day terms, and ensuring partners stay engaged and productive.

• Take handoff of partnerships secured by the CGO and own them from that point forward — no re-negotiation from scratch, but full accountability for ongoing performance
• Build and manage the residential trigger partner network independently: identify letting agents, estate managers, property developers, and moving companies; pitch the referral arrangement; onboard and activate them
• Maintain a live view of partner health: which partners are generating leads, which are going quiet, and what intervention is needed
• Design and iterate incentive structures — referral fees, commission tiers — that keep partners motivated without eroding margin

Field Activations (30%)

Plan and execute branded activations at rapidly growing residential estates — where new movers are actively in the furniture-buying window.

• Manage activations end-to-end: estate access negotiation, agent briefing and deployment, product display setup, lead capture, and same-day handoff to the online sales team
• Prioritise estates where occupancy is recent (under 2 years) — residents statistically still in the furniture-buying window, not long-settled households
• Iterate the activation model based on hard data: cost per lead, 30-day conversion rate, comparison against digital acquisition benchmarks

Operations & Tracking (20%)

Build the systems that make offline channels attributable, reportable, and scalable — not just functional.

• Build and maintain lead tracking for all three channels: referral codes, WhatsApp workflows, CRM tagging, and attribution reporting
• Develop partner onboarding materials, briefing decks, and training guides that enable consistent execution without your personal presence at every interaction
• Own the weekly performance dashboard: leads, conversion rates, CAC, and channel-level ROAS benchmarked against digital
• Work closely with the online sales team to ensure smooth handoffs and shared accountability for conversion outcomes

Research & Channel Development (≈15%)

Stay close to the field and build the learning loop that improves each successive initiative.

• Regularly visit target estates, shadow letting agents, and speak to recent movers to surface insights that sharpen targeting and messaging
• Identify new partner types that fit the trigger-based model — people or organisations who interact with potential buyers at or before the moment of purchase intent
• Feed a structured learning loop from each initiative into the next: what worked, what didn’t, and what the following pilot should test differently

Qualifications

• 3–6 years in partnerships, business development, field sales, or route-to-market roles — ideally in FMCG, fintech, real estate, or a consumer-facing brand in East Africa
• Proven ability to build and manage external relationships independently — you can open doors, onboard partners, and hold them accountable without escalating everything
• Strong operational instinct: you build systems, not just conversations — tracking, attribution, and reporting are not afterthoughts
• Comfortable splitting time between desk and field: visiting estates, meeting agents, running activations, and observing real customer behaviour
• Data-literate: you can read a conversion funnel, spot underperformance early, and adjust tactics based on what the numbers say
• Nairobi-based with strong working knowledge of the city’s residential geography and growth corridors
• Nice to have: experience with SACCOs, fintech savings platforms, or Nairobi’s letting agent / property development ecosystem

• Take handoff of partnerships secured by the CGO and own them from that point forward — no re-negotiation from scratch, but full accountability for ongoing performance
• Build and manage the residential trigger partner network independently: identify letting agents, estate managers, property developers, and moving companies; pitch the referral arrangement; onboard and activate them
• Maintain a live view of partner health: which partners are generating leads, which are going quiet, and what intervention is needed
• Design and iterate incentive structures — referral fees, commission tiers — that keep partners motivated without eroding margin
• Manage activations end-to-end: estate access negotiation, agent briefing and deployment, product display setup, lead capture, and same-day handoff to the online sales team
• Prioritise estates where occupancy is recent (under 2 years) — residents statistically still in the furniture-buying window, not long-settled households
• Iterate the activation model based on hard data: cost per lead, 30-day conversion rate, comparison against digital acquisition benchmarks
• Build and maintain lead tracking for all three channels: referral codes, WhatsApp workflows, CRM tagging, and attribution reporting
• Develop partner onboarding materials, briefing decks, and training guides that enable consistent execution without your personal presence at every interaction
• Own the weekly performance dashboard: leads, conversion rates, CAC, and channel-level ROAS benchmarked against digital
• Work closely with the online sales team to ensure smooth handoffs and shared accountability for conversion outcomes
• Regularly visit target estates, shadow letting agents, and speak to recent movers to surface insights that sharpen targeting and messaging
• Identify new partner types that fit the trigger-based model — people or organisations who interact with potential buyers at or before the moment of purchase intent
• Feed a structured learning loop from each initiative into the next: what worked, what didn’t, and what the following pilot should test differently

• Partnerships
• Business Development
• Field Sales
• Route-to-Market
• Relationship Management
• Operational Instinct
• Data Literacy
• Lead Generation
• Attribution Reporting
• Performance Dashboard Management
• Market Research

• 3–6 years in partnerships, business development, field sales, or route-to-market roles — ideally in FMCG, fintech, real estate, or a consumer-facing brand in East Africa
• Proven ability to build and manage external relationships independently — you can open doors, onboard partners, and hold them accountable without escalating everything
• Strong operational instinct: you build systems, not just conversations — tracking, attribution, and reporting are not afterthoughts
• Comfortable splitting time between desk and field: visiting estates, meeting agents, running activations, and observing real customer behaviour
• Data-literate: you can read a conversion funnel, spot underperformance early, and adjust tactics based on what the numbers say
• Nairobi-based with strong working knowledge of the city’s residential geography and growth corridors
• Nice to have: experience with SACCOs, fintech savings platforms, or Nairobi’s letting agent / property development ecosystem