Senior Growth Marketing Manager - Retention & LTV

📋 Description

• • Join M-KOPA's expanding Product Growth team as a Senior Growth Marketing Manager, focusing on Retention & LTV, and play a pivotal role in scaling our rapidly growing FinTech division.
• • You will be instrumental in architecting the sophisticated growth systems designed to maximize customer lifetime value (LTV) and optimize retention economics, ultimately unlocking financial inclusion for millions across Africa.
• • This is a unique opportunity to build foundational growth infrastructure from the ground up, rather than merely optimizing existing programs.
• • Your primary mission will be to design and implement the retention and up-sell infrastructure that drives significant customer lifetime value and revenue growth, while simultaneously fostering financial inclusion for populations traditionally excluded from financial services.
• • M-KOPA has already empowered over 7 million customers, facilitating access to over $2 billion in credit, and this role offers a chance to be part of a movement that is genuinely transforming lives across an entire continent.
• • **Build Growth Infrastructure, Not Just Campaigns:** You will be responsible for architecting comprehensive segmentation frameworks, developing strategic experimentation roadmaps, and establishing robust growth operating systems. These systems will be utilized by M-KOPA's Product, Operations, and Commercial teams to drive customer activation, enhance retention rates, and increase up-sell opportunities across five key African markets.
• • **Strategic Partnership with Senior Leadership & Product:** You will collaborate directly with our senior leadership team on critical aspects of business strategy, product roadmap decisions, and commercial performance. The insights you generate will directly shape overarching business strategy, extending beyond mere marketing tactics.
• • **Own Customer Lifetime Value, Not Just Campaign Metrics:** Your success will be measured by tangible business outcomes such as LTV growth, up-sell revenue generation, improved retention economics, and optimized payback periods. Traditional campaign metrics like open rates or click-throughs will be secondary to these core business drivers.
• • **Transform CRM from Support Channel to Growth Engine:** You will design and implement frameworks that strategically guide customers through their journey, moving them from their initial product purchase (e.g., a smartphone) to accessing a wider range of valuable services, including digital loans, health insurance, and bundled offerings, all triggered by their payment behavior and engagement.
• • **Scale What You Build Across Emerging Markets:** The frameworks and systems you develop will be designed for scalability across Kenya, Nigeria, Uganda, Ghana, and South Africa. You will create solutions that can be adapted for local contexts and scaled to reach millions, leveraging one of Africa's richest proprietary datasets and a unique, multi-channel distribution model that includes over 30,000 field agents, 300 telesales representatives, and robust digital channels.
• • **Drive Measurable Customer Lifetime Value and Revenue Growth:** Your efforts will directly contribute to the financial well-being of our customers and the sustainable growth of M-KOPA by ensuring customers receive ongoing value and opportunities to improve their financial standing.
• • **Architect Behavioral Trigger-Based Up-Sell Systems:** Design and implement sophisticated retention and lifecycle programs that strategically move customers from entry-level products like smartphones and e-bikes to higher-value bundles, including digital loans and health coverage. These programs will be intelligently triggered by customer payment patterns and engagement signals.
• • **Validate Strategies Through Hands-On Campaign Building:** You will personally build and deploy automated customer journeys within our CRM platforms (e.g., CleverTap). This involves running hypothesis-driven experiments with rigorous control groups, employing incrementality measurement techniques, and ensuring statistical validity across various communication channels such as SMS, WhatsApp, push notifications, and in-app messaging.
• • **Influence Product and Pricing Strategy with Customer Insights:** Translate the findings from your CRM experiments and retention economics analyses into actionable recommendations for product features, pricing adjustments, and overall commercial strategy. Your insights will be crucial in shaping key business decisions.
• • **Scale Successful Initiatives into Repeatable Playbooks:** Document and formalize successful experiments into clear frameworks and systems. This will empower other teams to autonomously execute growth initiatives across our five operational markets, ensuring consistency and efficiency.
• • **Contribute to M-KOPA's Mission of Financial Inclusion:** Every system you build and every campaign you run will directly support M-KOPA's core mission of creating financial inclusion for the traditionally excluded, empowering individuals and communities across Africa.
• • **Leverage a Rich Tech Stack and Data Environment:** You will work with a comprehensive tech stack including CRM/Lifecycle tools (CleverTap, Braze, etc.), analytics platforms (GA4, Mixpanel, Amplitude, Looker), and a variety of communication channels. You will have access to proprietary customer data spanning millions of transactions across five African markets.
• • **Embrace Autonomy and Direct Impact:** This role offers significant autonomy to design experiments, build your own frameworks, and shape growth strategies across multiple markets. You will witness the direct impact of your work as customers utilize your up-sell systems to access essential financial services and improve their lives.
• • **Accelerate Your Career in a High-Growth Fintech Environment:** Work at the dynamic intersection of product, commercial, and marketing within one of Africa's fastest-growing fintech companies, gaining invaluable experience and accelerating your professional development.
• • **Be a Pioneer in Building New Growth Infrastructure:** This is an opportunity to create and implement growth infrastructure from the ground up, contributing to M-KOPA's evolution and success.
• • This role is ideal for a strategic growth leader who prioritizes maximizing customer lifetime value and retention economics over short-term conversion rates. If you are a builder and transformer with a proven track record of developing sophisticated CRM systems and influencing senior leadership, and you are passionate about leveraging technology to drive significant social and economic impact, this is the perfect opportunity for you.