What You Need..

LTV and business economics mindset

The type of marketer who gets excited about maximising customer lifetime value, not just improving conversion rates. Your achievements are framed in business outcomes - revenue generated, LTV improved, retention economics transformed, payback periods optimised - not just engagement metrics.

Strategic growth leadership with hands-on CRM execution

Built systems and transformed CRM capabilities, not just run campaigns. Whether building CRM from scratch, leading platform migrations, or re-architecting growth infrastructure - you're a builder and transformer. You've personally built complex customer journeys in tools like Braze, CleverTap, MoEngage, Customer.io, Iterable, or Salesforce Marketing Cloud whilst also influencing product and business strategy at senior leadership level.

Behavioural trigger-based up or cross-sell expertise

Designed systems that move customers from entry products to higher-value offerings based on behaviour - payment patterns, engagement signals, product usage. Experience turning customer actions into revenue opportunities through triggered lifecycle programmes.

Rigorous experimentation methodology

Run tests with clear hypotheses, control groups, and statistical rigour. Can explain testing methodology and distinguish meaningful results from noise. Proven track record of test → learn → optimise → scale.

• Design and own the growth operating system: Build the segmentation frameworks, experimentation roadmaps, and measurement infrastructure that Product, Operations, and Commercial teams use to drive retention and up-sell across M-KOPA
  

• Architect behavioural trigger-based up-sell systems: Design the retention and lifecycle programmes that move customers from entry products (smartphones/e-bikes) to high-value bundles (digital loans, health cover, device protection) - unlocking revenue based on payment behaviour and engagement signals
  

• Validate strategies by building campaigns yourself: Personally build and deploy automated customer journeys in CleverTap/Braze - running hypothesis-driven experiments with control groups, incrementality measurement, and statistical rigour across SMS, WhatsApp, push, and in-app channels
  

• Influence product and pricing strategy with customer insights: Translate CRM experiments and retention economics into product feature recommendations, pricing changes, and commercial strategy that shapes business decisions
  

• Scale what works into repeatable playbooks: Turn successful experiments into documented frameworks and systems that enable teams to execute growth initiatives autonomously across 5 markets