Marketing Generalist (Growth) at Betternship… · Ibadan

About Betternship

Betternship is an HR-tech and recruitment company based in Ibadan. We serve two audiences, and this role markets to both.

• Talent: our training programmes help people build in-demand skills and become more attractive to employers. The top performers in each cohort join our hiring pipeline for companies that recruit through us.
• Employers: we run recruiter-led placements, Employer of Record (EOR) services, and BetternshipHR, our platform for hiring and HR (ATS, payroll, performance and compliance).

The role

This is a generalist role. You will plan, write, film, publish, analyse and talk to customers, often in the same week. Our primary focus on the talent side is training, so most of your energy goes into filling cohorts with paying trainees. You will also build demand on the employer side.

As the team grows, the role will narrow into a specialism, shaped by where you prove strongest. If you cannot get your hands into several areas of marketing at once, this role is not for you.

What success looks like

Your ultimate measure is paying trainees. Everything else is judged by how well it feeds that number and our employer pipeline. Targets will be agreed in your first 30 days.

KPI

What it measures

• Paying trainees per cohort
• Enrolments that convert to payment (primary KPI)
• Qualified talent leads
• Sign-ups and enquiries for our training programmes
• Lead-to-paid conversion rate
• How well your nurture, content and follow-up close
• Qualified employer leads
• Companies enquiring about placements, EOR or BetternshipHR
• Employer discovery calls booked
• Employer interest turned into real conversations

What you'll do

Responsibilities include, but are not limited to, the following.

Strategy and planning

• Build data-backed acquisition plans for both sides of the business: trainees and employers.
• Set targets, choose channels, and decide where time and budget go based on what the numbers show.
• Track every campaign from first click to payment, report weekly, and cut what is not working.

Content and copy

• Create content across media: short-form video, social posts, carousels, email, landing pages and ads.
• Write sharp, persuasive copy in your own voice for ads, course pages, emails and sales messages.
• Plan and run a content calendar across Instagram, LinkedIn, TikTok, X, YouTube and WhatsApp.

On camera

• Present course promos, explainers, testimonials and live sessions.
• Plan shoots and work with freelance editors and designers to get creative out on time.

Acquisition and conversion

• Build and manage lead funnels: lead magnets, webinars, info sessions, email and WhatsApp nurture.
• Grow partnerships with schools, communities and influencers that send trainees our way.

Talking to customers

• Speak directly with prospective trainees and employer clients by phone, video and in person.
• Answer questions, handle objections and move warm leads to payment or a booked call.
• Feed what you hear from customers back into messaging, offers and the course team.

What you'll bring

• 2+ years in a marketing role where you owned results, ideally in edtech, training, recruitment, HR or B2B services.
• A portfolio showing content, copy and campaigns you made yourself, with the numbers behind them.
• Original thinking. You can form a view, argue it, and write well without leaning on AI tools. You may use them; you must not depend on them.
• Comfort with data: reading ad dashboards and analytics, building simple reports, and making decisions from them.
• Confidence on camera and on the phone. You can present to an audience and close a conversation with a prospect.
• Hands-on experience with paid social, email marketing and basic video and design tools.
• Excellent written and spoken English. Yoruba or Pidgin is a plus.
• You live in or can relocate to Ibadan and work onsite.

This role is not for you if

• You only want to do one thing, such as only design, only social media or only ads.
• You need AI to generate your ideas and copy for you.
• You prefer to stay behind the scenes and avoid the camera or customer calls.
• You measure success by likes and reach rather than leads and payments.
• You need detailed instructions before you can start.
• You want a remote role.

Pay: ₦200,000.00 - ₦300,000.00 per month

Work Location: In person