Lifecycle Growth Lead

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

**The Impact**:
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.

**The Opportunity**:
**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

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

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

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

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

**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

**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

**Bonus points**:

- PAYG, alternative credit, or financial inclusion business model experience
- Kenya or East Africa market experience with mobile-first, WhatsApp/SMS-heavy strategies
- Analytics fluency (GA4, Mixpanel, Amplitude, Looker) for funnel analysis and cohort tracking

**The Why**:
You'll optimise customer journeys, coordinate campaigns across field agents + telesales + digital channels, run experiments that influence millions of lives, and master sophisticated tools at a scale and complexity you won't find elsewhere.

**Team Overview**:
Join the Product - Growth team reporting to the Head of Product - Growth. Work alongside analytics engineers, data scientists, product managers, and growth campaign coordinators. Collaborate closely with market GMs, Operations, Telesales, and Field Sales leaders to align campaigns with customer behaviour and business priorities.

**Location & Benefits**:

- Fully remote role within UTC -1 to UTC +3 time zones
- Work with diverse teams across UK, Europe, and Africa
- Professional development pro