Rowida Ashraf
Regional Head Of Paid Online Marketing
Cairo
Summary
Results-driven digital marketing leader with 5+ years of progressive experience in performance marketing, team management, and multi-market strategy execution across Africa. Overseeing a $1M+ monthly budget with proven ability to scale customer acquisition, drive ROI, and align marketing strategies with business objectives. Skilled in stakeholder management, CDP integrations, and cross-team collaboration with data, creative, and executive leadership. Passionate about data-driven growth, innovation, and developing high-performing marketing teams.
Overview
5
5
years of professional experience
Work History
Regional Head of Paid Online Marketing
Jumia Group
08.2024 - Current
- Own and lead the paid marketing strategy across Jumia’s 9 operating markets in Africa, managing a cross-country performance team of 4 and driving growth at scale.
- Oversee a media budget of $1M+ per month, ensuring strategic allocation, cost efficiency, and optimized ROAS across all channels.
- Spearhead acquisition, retention, and reactivation initiatives by leveraging advanced audience segmentation, lifecycle strategies, and full-funnel measurement.
- Serve as the primary regional stakeholder for all key platform partnerships (Google, Meta, TikTok, RTB House, Criteo), managing strategic collaboration, joint planning, and beta testing.
- Lead cross-functional alignment with Data Science, Engineering, Creative, and Country Leadership (CMOs, and CEOs) to translate business goals into performance outcomes.
- Successfully led the integration of Customer Data Platform (CDP) tools into the paid ecosystem to enhance targeting precision, personalization, and campaign ROI.
- Provide executive-level reporting and strategic insights to regional leadership, contributing to business planning, forecasting, and decision-making at scale.
Regional Paid Performance Marketing Manager
Jumia Group
08.2023 - 07.2024
- Lead paid media strategy and execution across six African markets, ensuring the adoption of performance best practices to consistently achieve business targets.
- Oversee country-level budget planning, and manage multi-channel media spend with a focus on cost-efficiency and maximum ROI.
- Define and implement corrective performance action plans when KPIs are off track, enabling swift turnaround and target recovery.
- Develop and optimize full-funnel paid media strategies — from upper-funnel prospecting to lower-funnel retargeting — to drive acquisition and retention.
- Manage and grow Jumia’s strategic partnership with Meta, including campaign planning, joint initiatives, and platform innovation.
Senior Regional Performance Marketing Analyst
Jumia Group
08.2022 - 07.2023
- Developed and executed full-funnel advertising strategies aligned with regional brand awareness and growth objectives.
- Created monthly media plans, supported by in-depth performance analysis, and data-driven optimization recommendations.
- Led the creative testing and optimization stream across markets, collaborating with content teams to produce high-performing, insight-driven assets that enhanced channel efficiency, and accelerated growth.
Regional Performance Marketing Analyst
Jumia Group
09.2020 - 07.2022
- Managed end-to-end execution of paid media campaigns across Facebook, Instagram, Google Ads, and YouTube, including campaign setup, budget pacing, creative optimization, audience targeting, and product feed management.
- Defined and tracked key performance indicators (KPIs) such as ROAS, CPA, CTR, and conversion rate; translated performance data into clear insights, and strategic recommendations for senior stakeholders.
- Maintained strong cross-functional collaboration with heads of performance, CMOs, and vertical leads to ensure alignment with business priorities across markets.
- Engaged in weekly strategic alignment sessions with Meta and Google account managers to apply platform best practices, and unlock new growth opportunities.
Education
Bachelor of Science - Management Technology
German University in Cairo
Cairo, Egypt06-2019
Skills
Team management
Innovation and creativity
Data Analytics
Performance reporting
Proficient in [Google ads]
Proficient in [Meta]
Proficient in [PowerBI]
Google Ads certification
Timeline
Regional Head of Paid Online Marketing
Jumia Group
08.2024 - Current
Regional Paid Performance Marketing Manager
Jumia Group
08.2023 - 07.2024
Senior Regional Performance Marketing Analyst
Jumia Group
08.2022 - 07.2023
Regional Performance Marketing Analyst
Jumia Group
09.2020 - 07.2022
Bachelor of Science - Management Technology
German University in Cairo
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