Senior CRM Manager - Lifecycle & Retention

The Opportunity

🏗️ Build lifecycle CRM from the ground up: design and scale retention, repayment, and upsell programmes across 4 African markets (Kenya, Nigeria, Uganda, Ghana), working with proprietary data from millions of customers and a unique distribution model (30,000+ field agents + 300 telesales)

💰 Own retention and upsell outcomes: your success is measured in CLV growth, retention and renewal rates, repayment behaviour, and upsell revenue

🎲 Bring fresh thinking: we want someone who pushes lifecycle beyond the standard playbook, gamification, loyalty mechanics, streaks, rewards, and other creative growth levers that make repayment and engagement genuinely enjoyable, not just another push notification

🎯 Nice to have, not required: we're curious whether you've also touched performance or paid marketing. We don't run that as part of Growth today, but understanding how it connects to retention is something we're actively thinking about, and your perspective could help shape where we take it

🚀 Go hands-on daily: build automated journeys, design experiments, analyse results, and scale what works

🏆 Global recognition: join a company named by TIME 100 as one of the world's most influential and by the Financial Times as Africa's fastest-growing for 5 consecutive years (2022-2026)

What You'll Do

You'll own lifecycle CRM strategy and execution end to end. Build automated customer journeys in CleverTap, run experiments on messaging and timing, analyse retention and repayment cohorts, and scale successful programmes across markets. Partner with Product, Commercial, and Operations teams to turn customer behaviour into retention and growth opportunities.

Your Core Responsibilities

• Build and scale multi-channel lifecycle programmes: design onboarding, retention, churn prevention, and upsell journeys across SMS, WhatsApp, push, and in-app messaging
  

• Design behavioural trigger-based upsell systems: move customers from entry products (smartphones/e-bikes) to higher-value bundles (digital loans, insurance, device protection) based on payment behaviour and engagement signals
  

• Run rigorous experiments: A/B test messaging, timing, incentives, and offers with clear hypotheses and statistical rigour, then turn wins into repeatable playbooks
  

• Own retention economics: track and optimise LTV, cohort retention, renewal rates, and upsell performance, translating insights into action
  

• Scale what works across markets: turn successful experiments into documented frameworks that enable teams to execute retention initiatives across 4 African markets