Required Experience:

• 5+ years in lifecycle marketing, CRM, or product-led growth roles - ideally at a fintech, mobile money provider, subscription company, or PAYG business
  

• Hands-on CRM/lifecycle execution: You've built and run end-to-end automated customer journeys in platforms like Braze, CleverTap, Customer.io, HubSpot, or Iterable - you own the execution, not just the strategy
  

• Multi-channel campaign expertise: Deep experience with SMS, WhatsApp, push notifications, and in-app messaging. You've integrated digital campaigns with field sales teams or call centres
  

• Structured experimentation mindset: You run A/B tests with clear methodology, use data to iterate, and turn successful experiments into repeatable playbooks
  

• Funnel analysis and optimisation: Comfortable using GA4, Mixpanel, Amplitude, or Looker to identify drop-offs, analyse cohorts, and act on insights
  

• Cross-functional collaboration: You've worked directly with Product, Data/Analytics, Operations, and Sales teams to align campaigns with customer behaviour and influence road map decisions
  

• Build and execute lifecycle campaigns: Design and deploy end-to-end automated customer journeys (on boarding, activation, retention, churn prevention) in platforms like CleverTap/Braze - you'll be hands-on building triggered campaigns and segmentation workflows
  

• Design and run growth experiments: Identify friction points in the customer journey and run structured A/B tests on incentives, messaging, timing, and audience segments to improve acquisition, activation, and retention. Test → learn → optimise → scale
  

• Own multi-channel campaign strategy and performance: Develop and execute cross-channel campaign plans (WhatsApp, SMS, push notifications, in-app messaging, telesales, Direct Sales Agents) aligned with growth goals. Track and analyse funnel performance to spot new opportunities
  

• Translate data into strategy: Use tools like GA4, Mixpanel, Amplitude, or Looker to identify drop-off points in customer journeys, segment users, and recommend next actions that maximise ROI and customer lifetime value. Report clearly on activation rates, conversion, churn, and LTV
  

• Collaborate cross-functionally: Partner with Product, Telesales, and Operations to align campaign messaging, offers, and timing - ensuring experiments connect with real customer behaviour. Influence product roadmap with customer insights from campaigns
  

• Document and scale what works: Turn successful experiments into repeatable frameworks, playbooks, and dashboards other teams can apply