We’re actively recruiting a Lifecycle Growth Lead as we continue to scale our growing FinTech division at M-KOPA. You’ll turn data, experiments, and hands-on CRM execution into scalable growth systems that unlock financial inclusion for millions across Africa.
The Impact
Build automated customer journeys that activate, retain, and re-engage millions of customers across Africa. Your campaigns will directly enable financial inclusion by helping customers successfully complete their payment journeys and access life-changing products they’ve been traditionally excluded from. You’ll see measurable impact weekly through activation rates, retention curves, and customer lifetime value growth.
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The Opportunity
- Own lifecycle outcomes at scale: Drive activation and retention metrics for 7M+ customers by designing segmentation frameworks and experimentation strategies, then executing them hands-on
- Rich experimentation playground: Run structured A/B tests annually with Africa’s most sophisticated fintech dataset
- Unique channel mix: Optimise across SMS, WhatsApp, push, and in-app for mobile-first African markets while coordinating with 30,000 field agents + 300 telesales agents
- Strategic execution: Design the segmentation frameworks and growth playbooks that guide lifecycle strategy, then personally build the campaigns that validate what works
- Revenue impact: Drive measurable revenue growth and improve unit economics through lifecycle optimisation – your experiments directly influence profitability and customer lifetime value
- Purpose-driven impact: Your retention campaigns contribute to products that have displaced 2.1M+ tonnes of CO₂ and connected 2.5M people to their first internet access
What You’ll Do
Own lifecycle growth outcomes:
- You’re accountable for activation, retention, and LTV metrics – driving revenue growth and improving unit economics. Lead growth initiatives end-to-end (strategy → experiment → scale): identify opportunities, form hypotheses, run structured experiments, build repeatable playbooks that scale across markets.
- Design segmentation frameworks that Product and Data teams use.
- Influence product priorities with customer insights.
- You combine product-led growth thinking with hands-on CRM execution to maximise customer profitability and lifetime value.
Hands-on execution:
- Personally build automated customer journeys – onboarding sequences, activation campaigns, retention flows, churn prevention, win-back. Configure triggers, build segments, write copy, deploy campaigns across WhatsApp, SMS, push, and in-app channels. Run A/B tests with clear methodology.
- Analyse performance, iterate rapidly, scale winners.
Partner cross-functionally:
- Work with Product, Data, Telesales, Operations, and Commercial teams.
Essential Requirements:
- 5+ years hands-on lifecycle/CRM execution – ideally at a fintech, mobile money, subscription, or PAYG business (bonus: emerging markets)
- End-to-end growth initiative ownership – proven experience leading initiatives from strategy (identifying opportunities, forming hypotheses) through experimentation (structured testing) to scale (repeatable playbooks), with demonstrated revenue impact and unit economics improvements
- Proven track record owning growth outcomes (activation rate, retention, LTV, revenue growth, unit economics) through lifecycle marketing – being accountable for the metrics and influencing Product/Operations to improve them
- Expert CleverTap, Braze, MoEngage, Customer.io, or HubSpot proficiency – you personally build complex automated journeys (workflow building, triggers, segmentation)
- Deep multi-channel expertise – SMS, WhatsApp, push, in-app messaging. Bonus: coordinated with telesales or field sales teams
- Structured experimentation track record – A/B tests with clear methodology, statistical rigour, and documented learnings
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How to Apply
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