Senior CRM Manager - Automations

About the role

CRM at Lem Fi doesn't run on batch and blast. As Senior CRM Manager - Automations, you'll own the lifecycle journeys that carry a customer from first sign-up to their tenth product, across remittance, credit, savings and the insurance products coming next. This is the person who builds onboarding, retention, reactivation, referral and cross-sell journeys that adapt to real customer behaviour, not a calendar.

You'll sit close to Product, Data and Growth, and report directly into the Head of CRM. Your journeys are core infrastructure for the business. Get them right and every other campaign, product launch and market entry gets easier.

Design and own the lifecycle journeys, onboarding, retention, reactivation, that run without you touching them daily.

Build referral and virality programmes that turn customers into the acquisition channel.

Launch cross-sell journeys that introduce customers to credit, savings and insurance at the right moment, not the loudest one.

Set up the triggers, segments and logic that make each journey react to real behaviour.

Test, measure and iterate. Kill what doesn't move the number, scale what does.

Partner with Product and Data to get the event tracking and attributes your journeys actually need.

Report on lifecycle performance in numbers a CMO can act on, not a dashboard nobody opens.

4+ years in CRM, lifecycle or marketing automation, ideally in fintech or another high-frequency product.

Proficiency with Liquid language for dynamic, personalised content across journeys.

Hands-on expertise in a major marketing automation platform (Customer.io, Braze, Iterable or similar). You build the journey yourself, you don't just brief it.

A track record of onboarding, retention or reactivation programmes you can point to, and the numbers they moved.

Comfortable with SQL and event-based data models. You query the data behind your own journeys.

Experience building referral or virality mechanics is a strong plus.

Judgment on trigger logic and segmentation that holds up across multiple products and markets.

Bias to ship and test over perfecting a brief.

Comfort with AI tools for content generation and personalisation at scale.

Familiarity with a BI or analytics tool such as Looker, Amplitude or Mixpanel for self-serve reporting.

Lived experience or deep empathy with the life of our users, the millions who move countries to build something better.

Language skills in French, Spanish, Italian, Portuguese, Wolof or Swahili.

Experience with Whats App or SMS as a lifecycle channel.

Background in remittance, cross-border payments or diaspora-focused products.

Experience designing loyalty or points-based programmes, beyond straight referral.

Experience operating in a regulated or compliance-sensitive comms environment.

Love shouldn’t be expensive, yet those working hardest for their families often face predatory fees and banking exclusion. We're changing this.

At Lem Fi, you won’t be just a cog in a machine. Whether designing products, scaling operations, or telling our story, you’ll tackle complex challenges with real, immediate impact. Your work goes beyond metrics - it puts money back in families’ pockets and offers access to the previously excluded. Join us to make a meaningful difference, where high performance is a lifeline for millions.

You can connect with us on Linked In and Instagram and if you haven't already, download the app on the App Store or Google Play.