Senior CRM Manager - Lifecycle & Retention

About the role

🏗️ Build CRM from the ground up : Design and scale lifecycle programmes across 5 African markets (Kenya, Nigeria, Uganda, Ghana, South Africa) - working with proprietary data from millions of customers and a unique distribution model (30,000+ field agents + 300 telesales) 💰 Own retention and upsell outcomes : Your success is measured in LTV growth, retention rates, and upsell revenue - not just email metrics 🚀 Go hands-on daily : Build automated journeys, design experiments, analyse results, and scale what works - this isn't a strategy-only role 🏆 Global recognition : Join a company named by TIME 100 as one of the world's most influential and by the Financial Times as Africa's fastest-growing for 4 consecutive years (2022-2025)

Responsibilities

• Your Core Responsibilities:
• Build and scale multi-channel lifecycle programmes : Design onboarding, retention, churn prevention, and upsell journeys across SMS, WhatsApp, push, and in-app messaging
• Design behavioural trigger-based upsell systems : Move customers from entry products (smartphones/e-bikes) to higher-value bundles (digital loans, insurance, device protection) based on payment behaviour and engagement signals
• Run rigorous experiments : A/B test messaging, timing, incentives, and offers with clear hypotheses and statistical rigour - then turn wins into repeatable playbooks
• Own retention economics : Track and optimise LTV, cohort retention, renewal rates, and upsell performance - translating insights into action
• Scale what works across markets : Turn successful experiments into documented frameworks that enable teams to execute growth initiatives across 5 African markets
• Your Environment 💼
• Tech Stack : CleverTap, Braze, MoEngage, or similar
• Analytics : Mixpanel, Amplitude, Looker
• Channels : WhatsApp, SMS, push, in-app messaging, telesales
• What You Need
• 6+ years building and scaling CRM or lifecycle marketing - ideally in businesses where daily or weekly customer engagement drives retention and revenue.
• Relevant backgrounds we're interested in : MVNO experience, super-apps with daily engagement models, mobile gaming with daily retention mechanics, prepaid subscription services, or B2C fintech/subscription businesses where high-frequency engagement drives the model.
• You've built CRM systems, not just optimised them - whether migrating platforms (Mailchimp → Braze), designing journey architecture from scratch, or scaling programmes across markets.
• You're hands-on in CRM platforms daily - personally building journeys in tools like Braze, CleverTap, MoEngage, Customer.io , or Iterable.
• You think in business outcomes - your achievements mention LTV growth, retention revenue, upsell rates, renewal improvements - not just open rates or engagement metrics.
• You run rigorous experiments - designing tests with clear hypotheses, control groups, and measurable success criteria.
• Location & Benefits
• Fully remote role within UTC -1 to UTC +3 time zones
• Work with diverse teams across UK, Europe, and Africa
• Professional development programs and coaching partnerships
• Family-friendly policies and flexible working arrangements
• Well-being support and career growth opportunities
• Our Mission 🌍
• We create financial inclusion for the traditionally excluded through a fair, flexible, customer-centric financing model. We strive to drive greater inclusion of women, youth, and low-income communities.
• Our Impact 💚
• Our technology has created measurable change:
• Connected 📱 : 2.5 million first-time mobile internet users connected
• Prosperous 💰 : 62% of customers use M-KOPA smartphones for income generation, with 35,000+ livelihoods created for agents
• Green 🌱 : 2.1 million tonnes of CO₂ avoided through clean energy products, with over 127,700 circular economy products provided
• Ready to build growth systems that create real-world financial inclusion while advancing your career in fint

Benefits

Additional Information

Join our expanding Product Growth team! We're actively recruiting another Senior CRM Manager from MVNO, super-app, mobile gaming, or high-frequency subscription backgrounds as we continue to scale our growing FinTech division at M-KOPA. You'll build and scale the growth systems that drive retention, upsell, and customer lifetime value for millions across Africa. The Impact 💚 You'll design the retention and up-sell infrastructure that drives measurable customer lifetime value and revenue growth whilst creating financial inclusion for Africa's traditionally excluded. We've already helped over 7 million customers access over $2 billion in credit. It's your chance to be part of something that's literally transforming lives across an entire continent 🌍

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