Kuda is a full-service, app-based digital bank. Our mission is to be the go-to bank not just for those living on the African continent, but also for the African diaspora wherever they might live, anywhere in the world. Kuda is free of ridiculous banking charges and great at helping customers budget, spend smartly, and save more.
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We're now looking for a Product and Lifecycle Marketing Lead to own how we communicate product value to customers. Reporting into our VP Marketing, you'll shape go-to-market strategy for new features, lead lifecycle (CRM) marketing to drive activation and retention, and manage a growing team that brings our product story to life.
Responsibilities
Lead the go-to-market (GTM) strategy for all new product launches, ensuring clear positioning, messaging, and multi-channel campaigns
Own the lifecycle marketing strategy (email, push, in-app), mapping user journeys and defining experimentation strategies to drive activation, feature adoption, retention, and reactivation
Lead and mentor a team of four people with scope to grow, covering product marketing and CRM execution, setting clear goals and creating development opportunities
Collaborate with Product, Performance Marketing, Brand & Comms, and Customer Experience to ensure customers are at the heart of all GTM and lifecycle plans
Conduct and oversee market research, customer interviews, and competitor analysis to uncover insights and shape messaging
Translate product features into customer value, creating compelling communications across all touchpoints
Manage tooling (e.g. Iterable) and processes to ensure lifecycle campaigns are data-driven, measurable and optimised
Partner with Product and BI & Analytics teams to surface behavioural events and user attributes in the CRM platform - enabling timely, personalized communications, and robust segmentation
Define and report on KPIs such as activation, retention, churn reduction, NPS, and feature adoption
Act as the voice of the customer in leadership discussions, ensuring product and marketing strategies align with customer needs
Requirements
7+ years of experience in product marketing, lifecycle marketing or related roles, with proven success in driving adoption and retention
Strong track record of planning and executing GTM strategies for digital products
Hands-on experience with lifecycle marketing tools (Iterable or similar) and an understanding of marketing automation
Exceptional storytelling skills: able to translate product features into customer benefit with clarity and creativit
Analytical and data-driven with the ability to design experiments, interpret results, and iterate
Experienced leader, able to manage, coach, and grow a team
Strong collaboration skills: able to build consensus across Product, Brand, Comms and Growth
Fintech or app-first consumer tech experience in African markets is an advantage
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