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