Lifecycle Growth Lead at M-KOPA

About the job

• 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.

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