Senior Product Growth Manager - Lifecycle & CRM
Role details
Job location
Tech stack
Job description
Own the growth systems that unlock financial inclusion for 7M+ customers across Africa. You'll architect segmentation frameworks, experimentation road maps, and lifecycle strategies that drive measurable revenue growth - while staying close enough to execution to personally validate what works. Your strategic decisions will influence product road maps, operational processes, and commercial priorities across 5 African markets, directly enabling millions of people to access products they've been traditionally excluded from.
The Opportunity
Strategic ownership with execution validation: Design the growth infrastructure and segmentation frameworks that guide lifecycle strategy across markets, while personally building campaigns to validate hypotheses and prove what scales
Influence beyond marketing: Your customer insights will inform product roadmaps, pricing strategies, and operational improvements - you'll partner with GMs, Product leads, and Operations directors to drive business model evolution
Own revenue outcomes: Be accountable for activation, retention, and LTV metrics that directly impact P&L - design and execute the lifecycle systems that improve unit economics and drive sustainable growth
Build growth operating systems: Create the experimentation frameworks, segmentation models, and measurement dashboards that enable teams across 5 markets to execute consistently and scale efficiently
Commercial impact at scale: Work with Africa's richest fintech dataset (7M+ customers, $2B+ credit) and unique distribution complexity (30,000 field agents + 300 telesales + digital) to solve problems around alternative credit, multi-market scaling, and PAYG unit economics
Mission-driven leadership: Your strategic decisions contribute to products that have displaced 2.1M+ tonnes of CO and connected 2.5M people to their first internet access
If you're a growth operator who's ready to move beyond optimising conversion rates for trivial products and want to build something that matters while accelerating your career in one of the world's fastest-growing tech ecosystems, this is it.
What You'll Do
This is a strategic leadership role that stays hands-on. You'll spend 60% of your time designing frameworks, influencing cross-functional teams, and owning business outcomes - and 40% validating your strategies through direct execution in CRM platforms. You architect the systems, then prove they work by building campaigns yourself.
Architect growth systems and frameworks: Design the segmentation models, experimentation road maps, lifecycle strategies, and measurement frameworks that guide how M-KOPA drives growth across markets. Build repeatable playbooks that Product, Operations, and Commercial teams use. Create the infrastructure (data models, scoring systems, journey templates) that enables consistent execution at scale.
Own revenue and retention outcomes: Be accountable for activation rate, retention, churn, and LTV metrics that directly impact business P&L. Use whatever levers move the numbers - lifecycle campaign optimisation, product road map influence, pricing recommendations, operational process improvements, or commercial strategy input. Report to leadership on growth performance and strategic opportunities.
Influence product and operations through data: Partner with Product teams to translate lifecycle insights into road map priorities. Work with Operations to redesign customer journey touch points. Collaborate with Commercial teams to refine pricing and segmentation. Conduct PMF analyses that define how we segment customers and prioritise features. Your customer behaviour insights shape what we build, not just how we market it.
Validate strategies through hands-on execution: Personally build campaigns in CleverTap/Braze to test your strategic hypotheses before scaling them. Run experiments that prove which segmentation approaches work, which messaging resonates, which incentives drive conversion. Stay close enough to execution to maintain credibility and ensure strategies are grounded in reality.
Lead cross-market growth initiatives: Design lifecycle strategies that work across Kenya, Nigeria, Uganda, Ghana, and South Africa - accounting for different customer behaviours, regulatory environments, and operational models. Build frameworks that enable local teams to execute while maintaining strategic consistency.
Enable teams and build capabilities: Create dashboards, playbooks, and processes that help Product know what to build, Operations know how to optimise, and Commercial teams know where to focus. Develop segmentation frameworks and growth methodologies that outlast individual campaigns., Report to the Head of Product - Growth as a senior member of the Product - Growth team. Work alongside analytics engineers, data scientists, product managers, and growth campaign coordinators. Partner closely with market GMs, Product leads, Operations directors, Telesales managers, and Field Sales leaders across 5 African countries to align growth strategy with business priorities and operational realities., * Fully remote role within UTC -1 to UTC +3 time zones
- Work with diverse teams across UK, Europe, and Africa
- Professional development programs and coaching partnerships
- Family-friendly policies and flexible working arrangements
- Well-being support and career growth opportunities
Requirements
Do you have experience in Marketing?, * 7+ years in growth, product marketing, or lifecycle roles with clear progression from execution to strategic ownership - ideally at fintech, digital lending, subscription, or PAYG businesses in emerging markets
- Proven track record owning business outcomes: You've been accountable for revenue growth, unit economics, conversion rates, or LTV metrics - not just campaign performance. You can demonstrate how your work directly impacted P&L
- Product influence and cross-functional leadership: Clear examples of using customer insights and data to influence product road maps, operational processes, or commercial strategies. You've partnered with Product, Operations, and GM-level stakeholders to drive decisions beyond marketing
- Strategic framework builder: You've designed segmentation models, experimentation road maps, PMF analyses, or growth playbooks that others use. You create systems and infrastructure, not just execute within them
- Maintained hands-on execution capability: Despite strategic seniority, you still personally build campaigns in CRM platforms (CleverTap, Braze, Customer.io, HubSpot, MoEngage) to validate strategies and stay grounded in execution reality
- Sophisticated analytical approach: When faced with "conversion is flat," you instinctively think in segmentation funnel analysis hypotheses prioritization testing measurement. You bring structured problem-solving, not just marketing tactics
Benefits & conditions
This is growth leadership that stays technical. You'll design the strategic frameworks that guide lifecycle marketing across 5 African markets while personally validating them through hands-on execution in CRM platforms. You'll influence product road maps with customer insights, shape operational processes with lifecycle data, and own revenue outcomes that directly impact business performance.
The problems are genuinely hard: alternative credit lifecycles, PAYG unit economics optimisation, multi-market scaling with 30,000+ field agents, coordination across digital/telesales/field channels. The dataset is world-class (7M+ customers, billions in transactions). The impact is real (financial inclusion for millions). The autonomy is significant (you'll shape strategy and prove it works).
