Senior Associate, Product Growth and Commercialization

Academic Qualifications:Bachelor’s degree in business, Marketing, Economics, Data Analytics, or related field. MBA is a plus.Professional Qualifications / Membership to professional bodies/ Publication:Relevant certifications in digital marketing, analytics, or product growth will be an added advantage.Work Experience Required:

• 5+ years’ experience in digital banking, fintech, product growth, commercial strategy, or digital acquisition.
  
• Experience in fintech, telecom, mobile money, or banking is preferred.
  
• Strong understanding of digital onboarding processes.
  
• Proven track record in growth strategy, funnel optimization, and digital channel performance management.
  
• Experience working in agile tribes/squads is an added advantage.
  
• Strong analytics capability, including interpreting funnel metrics, customer behavior, and campaign performance.
  

Technical Skills:

• Growth and commercialization strategy.
  
• Funnel analysis and optimization.
  
• Digital onboarding understanding.
  
• Strong analytical skills with proficiency in data tools like Google Analytics, Mixpanel, or SQL.
  
• Data analytics and insight generation.
  
• Experimentation (A/B testing, journey experiments).
  
• Financial and ROMI analysis.
  

Behavioral Competencies:

• Strong collaboration and influencing.
  
• Customer-centric problem-solving.
  
• Effective communication and storytelling.
  
• Commercial acumen and strategic thinking.
  
• Agility and adaptability.
  
• Stakeholder engagement.
  

Financial:

• Develop and execute growth strategies that increase revenue, product profitability, and customer lifetime value across digital onboarding, account opening, and card sales.
  
• Drive commercialization of digital onboarding and card products by refining value propositions, identifying pricing opportunities, and supporting go‑to‑market planning.
  
• Optimize Return on Marketing Investment (ROMI) by designing and managing growth experiments, campaign performance, and funnel enhancements.
  
• Identify and prioritize revenue-generating opportunities that drive both immediate results and long-term sustainable growth.
  
• Use performance insights to recommend adjustments to product offerings, pricing levers, or customer journeys to maximize financial contribution.
  

Customer:

• Lead initiatives to grow customer acquisition through optimized digital onboarding.
  
• Continuously improve customer activation, usage, and retention by analyzing behavior and designing targeted interventions across the customer lifecycle.
  
• Identify customer pain points and experience gaps across onboarding and card journeys and champion customer-centric improvements to remove friction.
  
• Collaborate with Marketing to create targeted acquisition and engagement campaigns that improve adoption of digital channels and card products.
  
• Enhance customer value by driving cross-sell and upsell opportunities during onboarding and early engagement stages.
  
• Use customer segmentation and analytics to personalize engagements and improve response/win rates.
  

Internal Processes:

• Analyze end‑to‑end onboarding funnels to identify drop-offs, bottlenecks, and friction points across application, verification, approval, and activation stages.
  
• Design and execute funnel optimization initiatives, including A/B tests, journey enhancements, nudges, and UI/UX improvements.
  
• Work closely with Product Managers to align growth initiatives with product roadmaps, release plans, and platform enhancements.
  
• Collaborate with Engineering, UX, and Data teams to troubleshoot issues affecting onboarding and prioritize fixes that unlock growth.
  
• Partner with Risk, Compliance, Fraud, and Operations to ensure journeys remain compliant, secure, and efficient without introducing unnecessary friction.
  
• Develop and maintain dashboards, analytics models, and reporting frameworks to track KPIs across onboarding, activation, and revenue performance.
  
• Support go-to-market execution for new features, enhancements, and campaigns through cross-functional coordination.
  

Enablers:

• Work closely with Data Analysts, Product Managers, Marketing, and Engineering teams to translate insights into actionable growth strategies.
  
• Drive a culture of experimentation within the tribe by testing hypotheses, validating ideas, and sharing learnings and best practices.
  
• Support capability building by documenting growth insights, developing playbooks, and upskilling tribe members on data-driven growth methodologies.
  
• Contribute to cross-functional working groups to improve the digital onboarding ecosystem, and customer experience standards.
  
• Participate in training and professional development to stay current with digital banking trends, growth methodologies, analytics tools, and customer behavior insights.
  
• Build strong internal relationships to foster alignment, speed of execution, and collective ownership of growth KPIs.
  

Job Dimensions:

• Develop and execute growth strategies that scale digital onboarding.
  
• Analyze and continuously optimize the end‑to‑end digital onboarding funnels by identifying bottlenecks and implementing targeted experiments to improve completion and activation rates.
  
• Drive customer acquisition through targeted initiatives, segmentation-led interventions, and journey enhancements that increase adoption and early usage across digital products.
  
• Use data analytics to monitor key KPIs, generate insights, and shape decisions on growth experiments, personalization opportunities, and performance improvements across onboarding journeys.
  
• Work closely with Product, Engineering, Marketing, UX, Risk, and Operations to align growth initiatives with roadmap priorities and deliver frictionless, compliant, and customer‑centric digital onboarding experiences.
  
• Engage and manage key internal stakeholders by providing clear performance updates, insights, and recommendations, ensuring alignment on growth objectives and journey enhancements.