Lifecycle Growth Lead

We're actively recruiting a Lifecycle Growth Lead as we continue to scale our growing Fin Tech 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.

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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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

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Rich experimentation playground: Run structured A/B tests annually with Africa's most sophisticated fintech dataset

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Unique channel mix: Optimise across SMS, Whats App, push, and in‑app for mobile‑first African markets while coordinating with 30,000 field agents + 300 telesales agents

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Strategic execution: Design the segmentation frameworks and growth playbooks that guide lifecycle strategy, then personally build the campaigns that validate what works

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Revenue impact: Drive measurable revenue growth and improve unit economics through lifecycle optimisation - your experiments directly influence profitability and customer lifetime value

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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

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 Whats App, 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.

• 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 Clever Tap, Braze, MoEngage, Customer.io, or Hub Spot proficiency - you personally build complex automated journeys (workflow building, triggers, segmentation)

• Deep multi‑channel expertise - SMS, Whats App, 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

Bonus points:

• PAYG, alternative credit, or financial inclusion business model experience

• Kenya or East Africa market experience with mobile‑first, Whats App/SMS‑heavy strategies

• Analytics fluency (GA4, Mixpanel, Amplitude, Looker) for funnel analysis and cohort tracking

You'll optimise customer journeys, coordinate…