Senior CRM Manager - Lifecycle & Retention

[https://app.ashbyhq.com/api/images/user-content/1d985516-2a99-43c0-b591-957f5adaceb9/5ac97b31-49cd-4012-8bb0-5caf15e33c69/B25.png] 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. [https://app.ashbyhq.com/api/images/user-content/1d985516-2a99-43c0-b591-957f5adaceb9/94ce9195-1d0a-4454-ab2a-7dcf8d0c79f2/image.png] 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 🌍 [https://app.ashbyhq.com/api/images/user-content/1d985516-2a99-43c0-b591-957f5adaceb9/6793793f-8d3a-4472-90c0-ab50efbf20b4/image.png] The Opportunity 🏗️ 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) What You'll Do You'll own CRM strategy and execution end-to-end. Build automated customer journeys in CleverTap/Braze, run experiments on messaging and timing, analyse retention cohorts, and scale successful programmes across markets. Partner with Product, Commercial, and Operations teams to turn customer behaviour into growth opportunities. 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 buil...